Five Reasons Why You Can’t Leave Printed Marketing Materials in the Past
According to Forbes, “While many businesses have completely migrated their advertising efforts to the web because of its cost effectiveness, exposure potential and convenience, print still maintains its stance as a powerful and necessary component of an ad campaign.” Despite the fact that many owners and managers are shifting all of their marketing and ad resources to the internet, there are several reasons why custom brochures and other items, like rack cards, still have their place.
For whatever reason — perhaps the fact that there are so many bots and spammers diluting the internet — printed content like advertising brochures provides a sense of legitimacy. Building a trustworthy brand is important for businesses looking to gain new, loyal customers, and printed ads can be a vital part of that process.
Unlike websites, blogs, or online ads, printed brochures can be picked up, read, put down, read again, and then left to sit on a coffee table for weeks. There are certainly going to be consumers who pick them up and immediately throw them in the trash, but man, even those that aren’t all that interesting, will be seen multiple times.
Web users move fast, and tend to make a decision about the value of a site that they visit in just a matter of seconds. As a result, they tend to be more engaged and have better retention when they pick up printed ads. That could lead to reliable conversions, if not a larger number of them.
Of course, targeting certain people who visit particular websites or like specific pages can be done online. However, custom brochures can be placed in local papers, magazines, or stores for even more specifically targeted marketing programs. That could make the difference between successful and failing programs.
The shift to online marketing means that businesses need a web presence if they want to thrive. However, it also means that more print opportunities are available to be taken advantage of. More room means ads can stand out and ad space will likely be less expensive.
To some contemporary marketers, printed items like custom brochures are outdated and have little place in the current marketing landscape. But ignoring print opportunities would be shortsighted. Using multiple channels is vital for ensuring success and, as Forbes posits, “Finding the right balance between various media will ensure a steady revenue flow, an increase in sales and new customers.” More can be found here.