When it comes to marketing, we want to make sure that our efforts aren’t in vain. For a long time, it was assumed that digital marketing was king, and because of social media we could forget about print marketing.
This has turned out not to be the case and with the resurgence of print marketing, you don’t want to miss an opportunity to create awareness for your brand.
Why Print?
We like to think that the entire world is connected through their devices, such as smartphones and tablets. When in reality, a lot more people are turning away from these and a lot of older people don’t use them at all.
In the UK the older population spends $1 in every $4, so if you aren’t also using physical materials and printing your marketing campaign, you’re missing out.
By combining print with your digital strategy, you are making sure that you are getting your brand out there for all to see! You will be able to place your marketing in areas that you wouldn’t have been able to access previously, which can be a great benefit if you have a specific niche market or targeted segment.
Aligned Print and Digital Strategy
Print media can go anywhere you want it to. You can have posters, stickers, billboards, there really is no end to the opportunities.
Not only can you place print media in an array of places, but you can also combine it with a digital marketing strategy. You can print QR codes on your media to allow it to feed into your online platform.
This multi-pronged strategy will make sure that you are getting the best out of all of your advertising. QR codes are also small and relatively in expensive to print and generate. They also add an element of mysticism to marketing, as people aren’t always sure what they are going to get when they scan them!
However, don’t rely too heavily on just QR codes. If you are using print media you want to make sure that you are also utilizing other aspects, such as text and pictures. This way, you aren’t alienating any particular demographic that may not have access to the technology required to scan a QR code.
It Adds Rigour
Whilst print media has been dwindling in newspapers since the early 2000’s, it is still holding fast in items such as magazines. Having a printed media campaign in magazines can actually increase how trustworthy your business appears. Customers are more likely to trust printed media than they are digital marketing and when they work together the results for your campaign can be astounding.
Striking
We are plagued daily with ads on our phones. Every other post seems to be sponsored content or a paid for ad. When customers see these phone sized ads, the complexity is often lost.
Print allows you to go to town on a design that has a higher chance of being noticed by readers and users alike. You really can showcase your best design work in print and know that there is a higher chance that people will notice it and appreciate it.
Cost
The cost of a digital marketing strategy is exceptionally high now, especially if you are running across multiple platforms and search engines. Print is now far cheaper than it previously was, and you can get some amazing deals in high traffic areas or well-read magazines.
Utilizing both simultaneously can open doors that were previously inaccessible, especially if you are wanting older customers.
Things To Take Note Of
Before you begin your print, media run, you want to make sure that the messaging is consistent across the board. If you are marketing to customers that are digital natives, they will also check you out online.
For this reason, you must be consistent with your messaging and branding across everything.
If you are utilizing print media, make sure that the pallet is the same, as well as the font and the imagery. If you don’t do this, it will remove any rigor and trust that you have built. Remember, people don’t trust the products, they trust the branding.
Prior to launch, make sure that the messaging is consistent across all platforms and print.
Wrap Up
People were under the illusion that print marketing had died a death in the early 2000s, however, that isn’t the case at all.
Print marketing can be cohesively aligned with digital marketing to give you a well-rounded strategy that can increase your audience reach and build trust in your brand and in your products.
However, you want to make sure that your communications are consistent between the two, so all messaging must be the same. Otherwise, you run the risk of people not trusting your brand. Before you hit play, get the campaign checked, just to make sure.
Jonathon Spire
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