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Expert Answers to Biz Questions
Listen in! Pick up some expert advice to a reader's question that we selected from CyberSchmooz.
Print Advertising Is Still Relevant: 5 Services Brick and Mortar Business Can Use
Digital marketing has taken over much of the marketing scene for businesses of all sizes. Why would you spend money on print advertising when you can get free publicity on social media? It’s true that digital marketing is an excellent tool, but if you have a brick and mortar business, print advertising is still an important component.
There are actually a lot of advantages to print advertising that you don’t get with digital ads, including the following:
More Credibility: Individuals subconsciously associate print advertisements with authority, so you can instantly raise your street cred with a good print advertisement.
Longer Attention Spans: Online viewers tend to have shorter attention spans than those looking at print ads. It’s expected that print items will take longer to read and distractions are not a click away.
People Are Starting to Unplug: Digital content is not as immersive as it once was; people are beginning to realize the negatives of being online constantly. It’s very popular to take a few days here and there to “unplug,” and your print advertisements could be positioned to capture attention in these moments.
More Deliberate Action: About 65 percent of print readers take action after viewing a print advertisement, which is significantly higher than the conversion rates for digital ads. If you make it easy for them to find your brand and products (such as with a QR code, social handle, or website), you’re more likely to convert print ad viewers.
Once you’re convinced to consider print advertising, choose the right ads. Not all ads will be worth the investment, but typically, the following ad types are:
- Business Postcards and Other Mailers
Even though people typically don’t enjoy junk mail, they still get a little thrill every time they find something in their mailbox. A well-designed business postcard or similar mailers can be used to raise brand awareness, encourage repeat visits, or show valued customers you appreciate them. Even if these mailers go straight into the trash, consumers will still see your brand and are more likely to reach out when they need your services.
- Newspaper and Local Magazine Ads
Although fewer millennials and members of Gen Z read magazines and newspapers than previous generations, there are still a handful who do. In recent years, many have shunned the digital world for news and have turned to print materials instead because they believe they’re a more credible, less biased source. A Nielsen survey suggests that readership of print news sources is up 70 percent compared to a few years ago.
Many people like holding print materials in their hands when consuming the latest news stories and gossip. The benefit here is that a super targeted audience sees your ads, especially if you put your ad in niche-specific print sources. Your affordable ad can go a long way with an audience that’s already interested in what you’re selling.
- Table Tents
When sitting at a restaurant, consumers can’t help but take in everything around them. Table tents are often used in this setting and other seating areas as an effective way to catch consumer attention.
Most businesses are happy to put out your table tents, especially if you offer compensation or an advertising trade. Just don’t offer this to businesses that directly compete with your own.
- Window Banners and Posters
In local markets, window banners and posters can increase awareness of a certain brand, share information about promotions, and catch the attention of those walking or driving by. The secret is designing an attractive advertisement to place in these windows, as they won’t be recognized for what they are otherwise.
Brands can also leverage the use of window space from complementary brands around town. For example, an eye doctor might post a large window banner in their front window advertising the sunglass hut down the street and vice versa.
- Signage
Local businesses can also benefit from traditional signage in commercial districts. Billboards are extremely expensive, and may not be ideal for startups. However, they can bring high ROI if they’re placed on a commuter’s route where drivers will see them every day. Drivers won’t be starting at their phones at this time (we hope), so you’re more likely to attract their attention.
Signs at community events, non-profits, and other areas where your audience often gathers will attract the right clientele. Signs printed and posted in this way are relatively inexpensive, and bring enough return to at least pay for their distribution.
Print advertising may be changing, but it’s not obsolete. The savvy marketer will use a combination of print and digital ads to better represent their companies and appeal to every market, whether they’re looking at their phones or living in the physical world.
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