Dead? Heavens No!

Print advertising is not dead. In fact, it is still one of the most effective ways to reach potential customers. While some people believe that digital marketing has replaced print advertising, this could not be further from the truth. Print advertising has many benefits that digital marketing does not.

Print marketing is effective because people pay more attention to printed materials than they do digital media. Print advertising also has a longer shelf-life than digital ads; people may save your brochure or magazine ad and refer back to it months or even years later.

Print advertising is still one of the best ways to get your message across, especially when you are targeting a cold niche market. If you are looking to reach more customers and increase your sales, then print advertising should be in your marketing toolbox.

Which should be filled with multiple forms of media to communicate your message with your new and existing customers.

Why Are Print Ads Effective?

According to the latest figures from the Advertising Specialty Institute (ASI), print advertising is still a powerful marketing tool, with 71% of companies using it in their marketing mix. Print advertising has a number of benefits over digital platforms because it can be targeted to your audience in ways that are not possible with other forms of marketing, such as TV commercials or radio spots.

Reach

Print media is also known for its ability to reach consumers at various touchpoints throughout the day. How often have you received a marketing piece that you’ve pinned on the fridge to remind you to use it? You can’t do that with a Facebook post.

Lifespan

Print ads tend to have longer shelf-lives than their digital counterparts due to their physicality, which allows them to be read repeatedly over time instead of just once, like on a computer screen.

Trackability

Print media is also the easiest to track and make measurable. If you mail or give out 100 and receive 45 back, you know the response rate was 45% and how much sales were generated from those 45 transactions. When weighed against the cost of creating the marketing, it gives you the exact return on investment.

While digital advertising is much lower in cost and may be seen by a much larger audience, it is not nearly as targeted and is harder to track the results and attribute exact response and sales to it. Both are important avenues for your marketing, and neither one should be ignored in your marketing plan.

Different Forms Of Print

Each type of advertising has its own strengths and weaknesses, so it is important to choose the right type for your business. Print ads are not limited to newspaper and magazine publications; they may also take the form of direct mail, flyers, brochures, postcards, anything displayed in your business, and printed marketing handed out to your customers. Print ads typically consist of text or graphic images with a catchy headline and offer which draws attention to them.

Get creative when developing a piece to mail to potential customers. Believe or not, you can pretty much mail anything from a coconut to a pair of shoes as long as it fits in the mailbox, of course. I shot a video on how to get new customers by mailing them a pizza. You can see that HERE.

What Makes A “Killer” Print Marketing Piece

A good print ad has three key things:

  • A strong headline
  • Call to action
  • An enticing offer

The most effective print ads have all three of these elements working together in harmony to create one cohesive message that grabs the consumer’s attention. A well-designed advertisement will grab your customer’s attention from across the room even if they don’t know the details yet! The best print advertisements make your readers take action – compel them to return to your business for an additional visit to spend more money.

A Strong Headline

  • Make sure it stands out and catches the reader’s attention. The word FREE is frequently used for this purpose. Headlines should be benefit-driven, which means they answer your customer’s question, “what’s in it for me?”
  • It needs to be relevant to your target audience and provide them with a clear idea of what the offer is. The best headlines are short and simple and use strong language that grabs the reader’s attention. (Common Mistake: Your logo and company name are not a headline!)

A Call To Action (with a deadline)

  • A call to action (CTA) is a specific instruction for what you want the reader to do next. It’s in the form of a command such as “call now,” or “bring this in,” or “use the code word…”. It is a directive for the reader to take the next step, and without it, your advertisement will be ineffective. A good call to action will have a deadline associated with it so that the reader feels compelled to act immediately. “Bring this in to receive your free XXX before February 28”. (Common Mistake: “Visit us” or “Come back soon” are not a call to action).

An Enticing Offer

  • When you’re creating an offer for your print advertisement, it’s important to make sure that it is enticing enough to get your customers’ attention. An enticing offer is one that is hard to resist, and it should be relevant to your customers’ needs.
  • Make sure your offer is clear and easy to understand. Be sure to include a deadline so that your customers know when they need to take action. If you can create an offer that is irresistible, then you’re sure to see great results with your print advertising! (Offers to get a NEW customer usually need to be stronger than offers to existing customers because existing ones already know and like you.)

Most Effective Use Of Print Marketing

In independent businesses, print marketing is often used to target a niche market. For example, a small business might produce advertising for their services that is specifically geared towards new mothers in the area, wine lovers, or college students. (This involves purchasing a highly targeted list from a list broker. We do this for our clients as a service.

If you are interested in finding out about highly targeted print marketing for new customers, click this link for more information

Yes, tell me how to get more new customers

This type of targeted marketing is very effective because it allows businesses to focus on specific customers who are more likely to be interested in what they have to offer. In general, print marketing is most effective when businesses use it to connect with their customers. By providing valuable information and creating a relationship of trust, businesses can increase their sales through print advertising.

What Is The Best Print Advertisement?

This is your chance to differentiate yourself from your competitors. With so many people turning exclusively to digital marketing (a big mistake), it leaves the playing field wide open. It gives you the opportunity to come up with a clever use to “surprise and delight” your customers, gives them something to talk about, and gives them an intriguing reason to return again.

A frequently overlooked form of print advertising is a bounce-back offer, providing a great way to encourage customers to come back to your business again after a visit. If you can give them a reason to return sooner, the frequency of their visits will increase and so will your sales.

By providing a special offer that is only available to customers who have recently given you money, you can get them to come back and spend more, quicker. This type of offer is a great way to show your customers that you appreciate their business, and it can be a great way to boost sales.

Don’t underestimate the power of print marketing. When done correctly, it can be one of the most effective ways to reach and connect with your customers.

Conclusion

Print advertising is a great way to maximize the power of your marketing dollar. It’s also an easy and affordable option for small businesses, with most print providers offering inexpensive options from which you can choose. And it works!

Studies show that people are more likely to respond better when they see something in print than on their phone or computer screen.

If you are looking for the biggest return on your investment with print marketing and the best promotion for March, click the button below. Check out our scratch-and-win bounce back promotion for the month of March featuring our DFY St. Patty’s Day Pot of Gold Promo. It’ll surely be lucky for you!

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Michael Thibault
Michael Thibault

Michael Thibault

Known as “The Done For You Marketing Guy for Restaurants.” International Speaker on Restaurant Marketing. Published contributing author of 4 Marketing Books. Industry expert on Google Searches and Review Sites. Recovering Independent Restaurant Owner and Caterer of over 21 years. And, all-around good guy.

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