Print media has been steadily in decline for years and COVID-19 has only made matters worse. That’s the bad news out of the way.
Now the good news. Print advertising is still important for service-based businesses and/or physical stores. And after hard times in 2020, it’s never been more necessary to be planning your next print advertising campaign.
Here are nine reasons to keep on harnessing the power of print in 2021 and beyond.
The personal approach:
Whether it’s handing out vouchers at the point of sale or mailing promotional offers to your community, if you interact with customers or clients in person, this method can boost sales in a way online can’t.
Print is tangible:
Don’t underestimate the power of being able to touch a well-designed print advert. A placement in a glossy magazine or your own brochures or catalog gives the impression to potential customers and clients that you’re a professional and mean business.
Yes, really. Meeting people face-to-face for a traditional business meeting has understandably frowned upon these days.
In an age where the way we interact has profoundly changed, brochures and catalogs can get your message across in a way that people would have in the past.
Print can complement digital:
The two mediums don’t always have to compete. Clever marketers harness the power of both. Print advertising can be used to offer incentives like special offers or insider information to those who follow you on social media or sign up for newsletters with their email address.
Get the best of both worlds and strengthen your digital presence while engaging with your community.
Digital advertising backlash:
In recent years, many consumers have rallied against sophisticated digital advertising. They’re turned off by the idea of having their behavior tracked online.
Others are understandably worried that they lead to the spread of viruses or malware. Some turn to adblockers to actively avoid having to see these ads. This means print advertising can sometimes be seen as more trustworthy.
Print is cost-effective:
Printing off flyers from the comfort of your own home transformed print marketing, making it more inclusive for start-ups and companies on a low budget. Thanks to companies selling low-cost inks and toner, it’s easy to advertise in print without breaking the bank.
Print appeals to older consumers:
Many of the older generations are put off by the internet. They prefer and remain attached to print as a medium. So if you’re selling a product aimed at older consumers, this is still the best advertising method.
People trust print:
In 2018, the Ofcom News Consumption Survey found that magazines are the UK’s most trusted news source. Having an advert printed in a magazine could make readers see your brand as trustworthy too.
Magazines focusing on niche hobbies such as gardening or fishing still sell very well. If you have a company related to a magazine devoted to a niche, advertising gives you a ready-made audience.
There are many reasons why print marketing is still important in 2021, so continue to adopt a combined approach and spread the word about your services or products.