See Your Name in Print
Josiah Martin • May 5, 2020
There are more ways of getting your message out than ever before. Advertising is found on every medium you can think of, in fact, it cannot be avoided. Marketers have always utilized newspapers, radio and television; however, since the advent of the internet new channels of advertising have opened. Nearly every surface of the internet is plastered with ads of one kind or another. You can even find ads for popular products in video games and nearly every app on your smartphone. The advantage of digital advertising is undeniable, it is by far the easiest to see real time results of ad campaigns. It is also one of the most inexpensive.
So, is print advertising still relevant? Since you are reading this, you know my answer is a resounding YES! The ‘why’ it is still relevant is extremely telling and not altogether obvious. There are three main reasons why you should make print advertising part of your marketing campaigns: Legitimacy, Higher Level Interaction, and Call-to-Action.
Legitimacy:
The digital landscape is crowded. Without properly calibrated ads getting your message out digitally can be very difficult. There are many online tools that can help the do-it-yourself crowd, but unless you are particularly savvy crafting a compelling digital ad is very difficult. Studies show that people trust print ads more than online ads.
Not only are print ads the most trusted, they also get a boost in trust based on the publication in which they appear. So, if the you create an ad for a trusted newspaper or magazine you get a share of that trust because your ad is there. The reverse is unfortunately true for a lot of digital ads. Because there is so much phony information online, digital ads will suffer from the lack of credibility associated with that medium. You can read about the breakdown of trust here.
Higher Level Interaction:
While digital media still dominates our attention, most people make it a point to unplug occasionally. When they do unplug, they turn to print media for news, entertainment or distraction. Statistically speaking, readers are far more engaged in what they are consuming than when they are online. An online user tends to multitask often with multiple windows open and a television on in the background. Retention is much higher for print readers; they are much more focused on the publication they are reading and that means your ad gets increased attention as well.
Print has a tactile presence. You can hold it in your hand, write notes on it, and carry it with you. Tangible objects are harder to ignore than any other media, because they take up a physical presence that you must interact with; either to discard or investigate the company.
Call-to-Action:
As mentioned above, engagement is far higher with print than online. The exciting part is that since people trust print more and are more focused on what they are reading, it leads to conversions. This is not the same as driving past a billboard at 55 mph, while that kind of advertising has a purpose, you do not get the level of engagement described. Rather, this is newspaper or magazine ads, inserts, and in publication flyers. If someone saw your billboard on the way home, and an ad for your product or company on their Facebook feed they will be more likely to take a thoughtful look at your magazine ad. Keeping in front of your audience makes it more likely you will have meaningful interactions. Which means those interactions are more likely to turn into actual sales.
Adding print to your marketing strategy can produce some tremendous results. Keep in mind that relying on only one way of reaching your audience will limit your success. Contact Crossbridge or your marketing company of choice and ask about a comprehensive marketing strategy that will broaden your reach and ultimately create a deeper connection with customers.
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