PRINT IS NOT DEAD
You read that right. Print is not dead.
In fact, target direct mail blows away email’s response rate of .12% with a staggering 4.4% rate. What’s more, 34% of consumers trust print over search engine results when making a purchasing decision.
But wait, there’s more!
Want 70% higher recall rate with 21% less cognitive effort? Pick print!
Print isn’t dead, it has just evolved.
In fact, print is still an effective aspect of brand marketing and it can help your business thrive. Here’s how:
Print is now non-traditional. Don’t believe me? Think about how many ads we see online compared to in print. Print is now actually an attention grabber because there is simply less noise to compete for attention. Instead of dying, print has simply shifted into a new sphere and, like many classics do, has come back into style. Now, print is the outlier, the chic and the alternative; it’s the classic reborn as the trend setter.
I can already hear some of you doubting, thinking things like, “Digital is taking over the world! Young generations are going to kill print just like they killed department stores”. Would it surprise you to know, then, that 92% of 18 to 23-year-olds find it easier to read printed content than digital content? You read that right, 92%.
The one new thing in a world of digital…is print.
Now, I know you might be thinking…what even comes in print anymore? Glad you asked. It’s not only newspapers and magazines that still have power. In fact, print doesn’t need to be a traditional advertisement at all! Remember, print is the new non-traditional. Print can work for your business as a branded souvenir to help your audience remember you. These can come in many forms, from flyers, brochures, postcards, and inserts.
These print options aren’t all the same. Here’s what you need to know to blow away the print competition:
Postcards are cheap to print, simple to send, and are a great size for your customer to hang on to or reuse. Make it cute, memorable, and unique, and who knows, maybe it’ll end up being their favorite bookmark.
Brochures are also cheap to print, easily reused in different professional settings, and are a great interactive handout to use during meetings, presentations, or as a take-me-home. Versatile and cheap. Awesome.
Flyers can help you spread your brand without expensive multi-day digital marketing campaigns. Low cost and low effort, this is a great option for spreading the word without breaking the bank.
Billboards require strategic placement and timing, but they are actually rather effective marketing tools and can be cost effective if properly placed. Make sure your billboard stands out, is memorable, and still maintains your message and brand.
Any print item that gives your audience a chance to retain your brand is a huge win for you. Print is back, baby, and you’d better be ready for it.
Lindy Chaffin Start is principal and creative director at Unstoppable Start Studios based in Atlanta, Georgia. She contributes her knowing and talents as a marketer to small businesses across the country and listeners around the world.
To learn more about print advertising, contact us.