POWER OF PRINT ADVERTISING TODAY

There’s no doubt that the world today is defined by information. Whether it’s news, opinions, interviews or advertising, written, spoken or in filmed, it’s information and marketing content that provides the direction and structure to our lives. Media determine our lives and we have become media ourselves. And magazines, newspapers, television, online, mobile and social media are all now vital components of any advertising campaign. Though many people believe that print is on the way out, it’s still more effective than we realize. Think about how the real estate businesses use print. They mail out postcards; they install window advertisement/sticker info; they hang banners or place sidewalk signs during a big sale. Though you may not have a physical storefront, print media can still be equally helpful to you. Print engages more of the senses than digital media, making it memorable.

As customers feel and smell paper, they gain tactile memories to associate with you. It pushes you to consider how well your visual design translates across different media. While your logo and colors may look great on a monitor, how well would they do in paper and ink? Print helps you test your ability to engage your audience without falling back on a digital crutch. When there aren’t animations or clickable components available to hold viewers’ attention, how appealing is your design? It gives you a tangible way to build credibility with your target audience. By consistently displaying your logo, you convey that you are serious about your business, which builds brand awareness in your community. The print media makes you more personable. It reminds people that you are the face behind your business, especially if you include a picture of yourself or a short handwritten note on your print promotions. Because you do so much online, you don’t interact with the local business sphere as much as you would. Still, you shouldn’t overlook the power of a loyal local fan base. You need a strong foundation of retained customers to drive profit, since loyal shoppers tend to spend more than new customers. Take advantage local connections through print. Perhaps the most important benefit of print media is tangibility. Among the reasons why many people prefer print is to do with the feel of the paper, having it in their hands means that the content is real, it exists. Print media is unique in its capability to trigger a number of senses; of course the feeling of paper, the smell of the ink or of an added scent, paper can be eaten or even listened to (when a chip is added). Paper can change colour when heated or put in front of a light, an ad can feel rough as sand or smooth as silk, all adding to the sensory experience of the advertising. Triggering multiple senses will add to the effectiveness of print advertising. Martin Lindstrom, writer of Brand sense, says that when brands appeal to more than three senses, advertising effectiveness will increase with 70 per cent. The key to successful marketing is engagement, drawing your customer in through attention-grabbing content before rewarding them with a worthwhile offer or service. Print media are a trusted source for news and other information and as consumers do still take out time to read a door drop leaflet, magazine or customer magazine even today…

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