It’s not dead, yet.
Print media is experiencing a comeback, and it’s coming from the most unlikely of sources: small businesses. Here’s what you’re missing if you overlook this tried and true media.
Why It Matters
Think about how old-school marketing was done before the Internet. Companies would send out mailers, like letters, postcards, and coupons through regular mail. They might use window decals, too. Something as simple as office hours might get the job done.
But, doesn’t everyone just do online ads these days? Surprisingly, no. While print media is more expensive to do, but it’s also more effective. And, you can save money by using address & envelope printers.
For the money you spend, you’ll be able to engage the senses in a way that digital media cannot. Online ads are low-cost, which means more people can afford them. And, after a while, the marketplace gets crowded due to a low barrier to entry.
Print also helps you test your ability to engage your audience without having to use a “digital crutch”. If you can’t get people to take action on your print piece without trickery, popups, and other modern advertising “tricks,” then you don’t have as strong an ad as you think you do. Plus, since online advertising is so cheap, it’s easy to be deceived by what you think might be working.
For example, a lot of small businesses aren’t original in their advertising — they don’t have to be. What they do is copy what everyone else is doing. The problem with this approach is that a lot of companies (especially large brands) are constantly testing their ad copy. And, they might even run a piece that’s not profitable simply because it’s cheap to do so.
If you’re simply following the crowd, and trying to copy others with your ad copy, you could be throwing money down the drain. And, unless you’re a large corporation, you can’t afford to do that.
It’s More Credible
Print media is often seen as being more credible. When you print something, there is a kind of authenticity to it that doesn’t come with digital media. Print makes you more personable. It has the effect of reminding people that there is a face and a name behind the company. This is especially true if you include a photo with your ad copy.
You Can Use It To Augment Your eCommerce Business
Even Internet-based companies are using print media to help them boost sales. If you have ever ordered from a direct mail company, you know. You’ll be inundated with mail every month in the form of catalogs.
They work.
Companies use them because they consistently drive sales. And, they can direct people to your online store where they can get a discount if you include printed coupon codes in your print mailers.
Engage Multiple Generations
Marketing to an older crowd? You had better include at least some form of print media. While younger generations are comfortable with the Internet, it’s been shown time and time again than older generations are not.
People over a certain age prefer to get printed media because this is what they’re more comfortable with, even if they are willing to make the final purchase online.
Evie Norton has been in marketing since leaving college. She loves working creatively with clients on their marketing needs and writes about trends and marketing tactics for business blogs online.
