My first thought for this article was to entitle it: “Is Print Marketing Dead?”. But I fought off the urge, no matter how rousing my planned comeback. I didn’t want anyone to think: “Heck, maybe it is dead!”. No-sir-ee, print marketing and advertising are not dead. And do you know what? The harder you push to redirect marketing efforts into digital arenas, the more inviting and relevant print will become.
Print Marketing is Hard to Ignore
For starters, print marketing is harder to ignore. When you go to retrieve your email from your mailbox, for example, at the very least you need to take it for a walk back inside your home. If you have so much of a pulse, there is going to be direct mail literature directed squarely at you among the other letters and mail packages you just received.
By the numbers, direct mail is opened by 20% – 30% of the people who receive it. The more relevant the product or service, the more likely you are to open that piece of meal. And, for my money, I’d say direct mail marketers do a very good job of ensuring you’ll find their literature relevant. Approximately 80% – 90% of people who open their direct mail pieces then take the time to read it.
Print Marketing is Tangible
One of the unique strengths of print marketing lies in its tangible nature. Unlike digital advertisements that can easily be ignored or blocked, physical printed materials demand attention. Whether it is a well-designed brochure, a vibrant magazine ad, or a compelling direct mail piece, the tactile experience often makes a memorable impression on the consumer. It also fosters a sense of credibility and trust, as print is perceived as more permanent and serious compared to the fleeting digital content.
That’s true, in part, because print media and marketing offer an escape from the digital noise. In an era where consumers are bombarded with online ads, social media posts, and email campaigns, print provides a refreshing break. People are more likely to engage with printed materials in a quieter, more focused environment, which enhances the impact of the message. And with no clock ticking backwards indicating the digital ad will soon blow up so you can get back to your game…and so on.
Print and Digital Marketing Complement Each Other
Still, let’s not make enemies of print and digital media. There’s the right time and place for both. Plus, each medium can be effective in a stand-alone situation or to help drive home the message of the other. Take a sporting event, for example, where you are bombarded by digital media, including rotating scoreboard messages, digital signage, and video clips on the score board which often include commercials. But let’s say you also purchased or accepted a program on your way into a stadium or arena. Not only are you free to scan and read while in your seat, but you’re also likely to take it home either as a souvenir and to read one or more articles under quieter circumstances. And guess what that program includes…right, paid ads. Paid for by ad people who felt that being able to reach you and others was worth the expense.
Marketing Literature Can Be Essential to Closing a Sale
Another form of print marketing we would be wrong not to include is POS (point-of-service) marketing literature. Let’s say you’re a salesperson or an installation service manager for a local HVAC company. Selling a new system is no mean feat, given that today’s average cost for a new or replacement AC system is $5,000 – $10,000. Even if you have a nicely produced digital sales presentation designed for use on your laptop, that’s going to be a tough sale without at least some kind of leave behind – perhaps even multiples. First, people care about your company, who you are, what you stand for…that’s prime material for a company brochure. Even more so if the customer is entertaining proposals from more than one local company.
And what about those customers considering financing their purchases? Wouldn’t a leave-behind handout help you close the sale – then or later – that spells out a customer’s financing options? Especially when you’re partnering with a financial institution on the financing end.