It is a misconception that in order to have a successful campaign, it needs to be all digital- all the time. Between Facebook, Instagram and Google Ads you’d think all your bases are covered. But the truth is, cross platform promotion will help you achieve the most success and that includes print.
Don’t get me wrong, I am in no way negating the power of digital. Anyone in the business will tell you that current marketing trends suggest that this will only increase. But what this really indicates is the fact that all brands will be fighting for visibility in a saturated market. So, putting effort into other mediums of advertising will only increase the exposure and awareness for your current campaign. Think about it. A 20-something consumes media differently than a 60-something would. So unless your campaign is highly niche, then you want both types of audiences. This is where cross-platform marketing comes in handy.
Every form of content distribution has needed to evolve and change throughout the years. These marketing mediums have not entered the world of obscurity. Rather, they have had to change and adapt to continually meet consumers needs. Print is no exception.
As a business owner or marketer for a company, your goal is most likely to obtain maximum exposure while using the most cost effective measures possible. Here are a few reasons print should still be in your game plan.
It’s an affective way to grab your audiences attention
The color. The bold type. The offer coupon (if applicable)- all grab the eye of the every day consumer. The other day, I purchased a large pizza within a week of receiving a flyer in the mail. Why? Because the food looked amazing and it came with a coupon for a free appetizer. Make the invest and hire a graphic designer, or find a solid freelancer, to produce these enticing print materials for you. Your bottom line will appreciate it.
What goes around comes back around
Trends come and go, they are like a revolving door. What was popular five years ago will be popular again in another five years. Print is no different. It is in a resurgence. Many marketers who are searching for something different besides the usual digital routes see it as a “new” channel. It also ensures that you are getting in-front of consumers who actively avoid digital and social media. Many people are seeking to “unplug” and spend less time staring at screens. Some may even choose to pick up the latest edition of their favorite magazine instead- and what could be looking back at them when they turn a page? A beautiful print ad.
Customers need to know what to ask for
A consumer turns to Google when they already have a question. The seed has been planted and that idea is in their head. Now, they are seeking direction on how to obtain it. But where do they get these ideas to begin with? That is when advertising and marketing comes in. A flyer, billboard or ad in print could be the key to sparking that interest and turning that prospective buyer into a loyal customer.
Widen your net and reach more people than you could have ever imagined
When setting up targeted digital and social ads, you must define your audience. These are the people you believe are most likely to actually purchase your product, become a member, etc. While having a target demographic is important, it doesn’t have to be the be-all and end-all of who you reach. Print advertisements bring a possibility for hundreds, thousands and even millions of people (depending on location) to see your brand! A billboard in a big city will be seen by locals and visitors. An ad in the paper could be seen by anyone who is sipping coffee at the café. And a magazine ad can be seen by every bored patient as they are sitting in the waiting room before an appointment. Just think of all those new, different eyes on your brand!
The best way to ensure that you are optimizing all your marketing efforts, is to either introduce of increase your cross-platform marketing! Digital and social marketing is here to stay, but print still has a place at the table.