Advertising budgets are hard to get, easy to spend. There’s more ways than ever now to reach your target audience, which is great news! But it certainly makes decisions on ads more complicated. One such decision is whether to spend on print or digital ads and collateral like brochures, folders, business cards, etc. If you ask a group of marketers whether print advertising and collateral are still worth it, you’ll probably get mixed responses. Some people believe that print is dead. We’d like to make a case for why print is still a valuable way to brand yourself and advertise your business.
We believe print deserves consideration in every business, and, when mixed with digital marketing efforts, can create exponential impact.
Why Print Lives On
Print puts your brand into the hands of your customers. There’s something special about a well-done print, no matter the content. Print involves other senses than sight, like touch and even smell. Have you ever been handed a beautifully printed business card with foil text or high-quality cardstock? You just can’t get that online. These tangible qualities are a great way to establish your brand in a physical, real way.
2.) Customer Reach
Some members of your target audience may have opted out of social media and frequent internet use. Some just want something they can hold in their hand, pass around, or scribble on. Overlooking print as an outdated form of marketing could be causing you to miss out on reaching a large and profitable customer base. Some businesses may only need to focus on having great business cards, while others need to prepare a range of collateral including stationery, brochures, banners, and more. It’s all about meeting your base where they’re at, and putting your best side forward.
3.) Credibility and Engagement
Studies have shown that print marketing gives the brand more credibility in the eyes of consumers. That means that the resources put into your printed marketing tools are greeted with more respect than a pop up ad on a website. To that point, it’s been shown that websites are viewed for a whopping 15 seconds by your audience (if you’re lucky), while readers of printed collateral are more likely to spend several minutes consuming the piece.
4.) Flexible applications
Print goes beyond flat applications like cards or flyers. Think about the wide variety of packaging, vehicle applications, and signage a typical business must address. If you can coordinate all these printed materials to speak for your product, you’ll harness powerful brand awareness and the benefits of passive marketing (without ad spend).
Conscientious print advertising
One of the best and most important ways to evolve with print advertising is making sure you’re doing it responsibly. Preventing waste, and implementing a green approach in your printing needs is a must. Use recycled and/or recyclable materials and keep your printing quantities modest. Whatever you don’t use – recycle! (Did we mention you should recycle? You should.) Even a small “Please Recycle This” message on your print can be influential and show that your company cares about the world we live in. To help out with this, we created a few image files you can easily add to your print designs. Download the pack.
It’s really important to your branding and marketing efforts that you don’t overlook this effective marketing tool. At the very least, make sure you’ve got awesome business cards. It’s a start to implementing an effective print AND digital strategy. (Don’t forget to add your social handles to your printing!) Whatever you do, aim to reach your prime audience where they are and represent your best side. If you ever need any assistance, Clever Tiger is always here to help!