Better yet, is this something that’s actually relevant? When it comes to business owners, your mind is on your customers, your vacation, and your digital marketing; you’re not thinking about print marketing, let alone print media, right? It just seems like something that’s so old-fashioned, something that’s so outdated, it probably feels irrelevant, right?
Alright, so at first thought it might give off that vibe, but truthfully, this is something that you should absolutely embrace. Alright, so maybe not every single business or every single industry, but there’s a lot of them that truly should. So, with that said, here’s why you might want to consider using print media for your business!
Why Businesses Should Embrace Print Media in a Digital Age
So it’s a pretty obvious fact that in today’s digital-centric world, it’s basically only online marketing channels that dominate the landscape. While yes radio advertising still exists, and TV commercials are a thing, both of these are only geared toward a much older generation. So, in all honestly, it’s easy to overlook the enduring value of print media.
However, despite the proliferation of digital platforms, print media remains a potent and effective tool for businesses to connect with their audience in meaningful ways. Just like what was mentioned, this shouldn’t instantly be seen as obsolete. But how?
Tangible Presence
Whether you’re needing quality books like brochures or even something like a banner, these never go out of style- really, they don’t! So think about it this way: print media offers a tangible presence that digital channels simply can’t replicate.Â
They basically never can or never will be able to replicate. Whether it’s a well-designed brochure, a striking magazine ad, or a carefully crafted direct mail piece, print materials have a physical presence that captures attention and leaves a lasting impression. In an increasingly virtual world, the tactile experience of holding a printed piece can evoke emotions and engage the senses in ways that digital content often cannot.
It’s Easier to Trust
Print media has long been associated with credibility and trust. But why? Well, unlike digital ads, which can be easily dismissed or ignored, print materials are perceived as more trustworthy and authoritative. Think of it this way: anyone (scammers included) can easily create ads, and ad companies like Google don’t check to see what the content is. However, print media companies usually look into this. So, with that said, just by leveraging print media, businesses can enhance their credibility and establish a stronger connection with their target audience.
Targeted Reach
So it was already mentioned earlier that there’s this idea that old-fashioned advertising only gets to older folks. Well, there is truth to that, but it is not 100% true. You need to keep in mind that print media offers unparalleled targeting capabilities, allowing businesses to reach specific demographics and geographical areas with precision.
Whether it’s placing ads in niche magazines, distributing flyers in local neighborhoods, or sending personalised direct mail campaigns, print media enables businesses to tailor their message to the interests and preferences of their target audience.
Enhanced Engagement
So this is one that actually blows people away, and it’s pretty easy to see why, too! So, you need to keep in mind that print media fosters deeper engagement and interaction with content. But how? It’s not like you can track engagement like you can with digital media, so how can something like this even be possible?
Well, unlike digital content, which is often consumed hastily in a scrollable feed, print materials encourage readers to slow down, linger, and absorb information at their own pace. This could be flipping through a magazine, coupon clipping, or even reading the local newspaper. You just want to slow down when these are in your hand.
It Goes Hand-in-Hand with Digital
So this is where businesses get it wrong; they think it should be one or the other and not both! But this is where the problem is! You don’t have to pick; you can have both. One of the best examples would be having a QR code on your print media; which then leads to your website. Seamless, right?
Why Print Media Remains Essential for Businesses
So, like what was said earlier, it’s honestly not good for every business out there; sincerely, it’s not. With that said, however, it’s still good for businesses that could benefit from it. If you’re a local business, then this will be great. If your business goes to trade shows and events, then it’s definitely needed. If you ship catalogs out or even have an older target audience, then this could really help out, too. But why else would this be essential?
Tangible Touchpoints
One of the most compelling aspects of print media is its tangible nature. Unlike digital content that exists solely in the virtual realm, print materials have a physical presence that engages the senses and creates a lasting impression. You can’t touch and feel digital media; the closest thing to that is you holding your phone or having a computer mouse in your hand.
But you can hold a magazine, a business card, you can hold a pamphlet too. The act of holding and interacting with printed materials can evoke emotions and forge memorable experiences that digital channels often struggle to replicate. There’s just a deeper level to this that you need to keep in mind.
Longevity
Unlike digital content that can disappear with a click or a swipe, print media has a sense of permanence and longevity. Just think back to posters and magazines from decades ago. Sometimes, you’ll still find those in antique shops or even on eBay; there’s something nostalgic about them.
Magazines, newspapers, and books can be kept, shared, and revisited time and again, extending the lifespan of the content and the brand message. Print materials have a staying power that allows them to linger in the minds of consumers, reinforcing brand awareness and recognition over time. Even though there’s the Wayback Machine, these are for websites, and you don’t really see ads on them.Â
What’s the Right Print Media to Choose?
So, is there a right media to choose from? Well, it depends, but depending on your industry, the business, and even the purpose, there’s going to be a pretty high chance that print media in nearly any form will help you out. So, with that said, here are some examples of what could help you out!
Brochures
You better believe that these are still relevant! Brochures are versatile print materials that allow businesses to showcase their products, services, and brand stories in a compact and visually appealing format. There are so many different types of brochures out there, from pamphlets to books. But how can these actually be helpful?
Well, brochures are ideal for trade shows, conferences, and networking events, where they can be distributed to prospects and customers alike. For example, if you’re a home remodeler, then it’s going to help to have a brochure that you can mail out to customers who request one. If you’re working for the admissions office of a university, students are going to look through these brochures to see if that school is the right match.
Flyers
Old but gold, these will probably never go out of style either. So, if you’re looking for something that’s extremely cost-effective while still being fairly high-impact, then this might actually be the way to go! These are usually to promote special offers, events, or new product launches.
Of course, just like a digital flyer, you’ll still need to have a keen eye for design and concise messaging, but in general, flyers can grab the attention of passersby and generate immediate interest in a business or its offerings. So, when it comes to this, there’s handing them out on the street (not very effective), posting them on bulletin boards, or including them in direct mail campaigns. It can work, but you need to market this the right way. Even at trade shows, these can work, too.
Direct Mail
You might be pretty surprised to hear this, but direct mail remains a highly effective print marketing strategy for reaching targeted audiences and driving customer engagement. You read that right; this super old-fashioned method still works! People ignore their emails, but they don’t ignore their real mailboxes. It’s up to you how you want to do this, such as postcards, flyers, letters, or whatever else, but don’t instantly shut down this option either.
Posters
This one is more locally based, so if you’re running a business that’s only geared towards locals, then you’ll especially want to pay attention to this one. These are definitely ones that are fantastic at conveying messages, like events, for example. It’s going to depend on the city because there usually needs to be foot traffic in order for these to actually work. But these can also be displayed in storefronts, public transportation stops, bulletin boards, or at trade shows; posters have the power to attract attention and drive engagement with a brand or message.
