Despite all the speed and convenience of the internet, many around the world still rely on print media to get them facts and entertainment. It had been widely suggested that newspapers and magazines would soon be obsolete in the digital age.
But, not only the older generation, but even Millennials and Gen Z continue to subscribe to these mass media channels.
Thus, even as digital marketing as grown to new heights, print marketing continues to be a very important channel for communicating with your customers and clients and generating interest in your product and services. But is it really worth it?
Benefits of Print Marketing
Marketing strategies centered around print media can have numerous advantages. These include –
- Digital adverts can be very effective, but these are often seen as annoying by individuals. Additionally, many continue to distrust such online ads due to the potential for scams and low quality products. In contrast, print media is perceived as a much more reliable and trustworthy source. This perception influences the products being marketed on the paper as well. Print marketing gives companies a sense of trustworthiness and substance.
- Local newspapers and magazines are a very effective way to target the community that is the most likely to engage with your brand. This is even more important if you have a physical shop or location that people need to come down to. Though there are many ways of targeting people based on location online, it’s a better bet to choose something that you know will directly reach the homes of people.
- As effective and lucrative digital marketing is, it is a highly saturated place. Marketing strategies are cutthroat, and standing out can be very difficult. With print marketing on the other hand, all you need is some space and a catchy slogan or striking visual to get people’s attention, and you can pitch what you are selling without others competing for the consumer’s attention.
All of these benefits mean that alongside digital platforms, print marketing is a very important component of successful businesses. So, how can you go about it?
7 Standout Print Marketing Ideas
Here are 7 tips to help you stand out in print marketing –
1. Get Expert Help
One of the best ways to go about print marketing is to simply hand it over to somebody who has experience in it. This is particularly helpful for small businesses, or those who take out print ads only once every few weeks.
An expert can help bring both experience and data onto the table, and design ads that are guaranteed to catch attention and receive good response. Of course, having an expert onboard doesn’t mean you follow blindly – make sure the process is a collaborative one.
2. Less is More
Newspapers and magazines are, by design, very dense. If you want to stand out, make use of the space that you purchase – by leaving it empty. You might think that it is a waste of money to buy an ad and not fill it completely, but your ultimate aim is to catch people’s attention.
In print media, that is made possible when you distinguish yourself from surrounding content by using space.
3. Visuals are Key
You cannot sound sound or movement in your advertisements, which means that you have to rely on visual marketing strategies.
This will be highly influenced by your brand. For example, comics and drawings would help a brand that has a fun-loving and laid back image, while black, gold, and pure white are often used to convey a sense of luxury and exclusivity.
4. To Give Or Not To Give
In digital media, it is easy to leave crumbs to attract people to your ultimate destination using hyperlinks. On the other hand, this is not possible on print media, so you have two options. You can go for something mysterious and pique people’s interest – but risk them not following up.
Or, you can go for something that provides complete information, but this might take up space and make for a boring campaign. The choice depends ultimately on the kind what is more important for your business – attention or information.
5. Call to Action is Essential
Again, digital marketing strategies can create a sense of urgency by attaching hyperlinks. That does mean that print media cannot be used to make effective calls to action.
Enticements such as limited time offers, discounts codes, numbers to call and make purchases, and today, QR codes, are all great ways to get what you ultimately want – for people to buy your products.
6. Don’t Always Pitch A Product
Print marketing doesn’t always have to be about pushing a product or service. Even if it is one-way, newspapers and magazines are methods of communicating to your audience.
Brands who use ad space for fun, inspiration, commenting on current events, or even poking fun at themselves, are much more likely to be remembered as a brand rather than as a shopping outlet. And it is the former that builds customer loyalty and appreciation.
7. Go Outrageous
One of the best ways to grab eyes in print marketing is to start with an outrageous headline. Consider this the physical version of a click-bait, one which users can’t help but dive into deeper. However, as useful as this strategy is for gaining attention, it has to be used wisely or people might dislike your advertisements.
So, be sure to never bend the truth or create falsehoods, and do not dive into controversies, social issues or other such areas. Play with your own brand and the notions people have about it.
Do you think that print marketing will still go strong in the next few years? What are the most memorable print ads that you remember? Let us know in the comments below!