Print Media - Page 4 - PRINTHREADS

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Print Media

25
Nov

Print marketing is a powerful tool to use when communicating with your target audience.  In the past there have been myths that print is going to completely ‘die.’  Just as radio didn’t ‘die’ when television came to the scene and television didn’t ‘die’ when the internet emerged nor will print ‘die’ with the options of mobile and digital media marketing — it’ll evolved, just as all other media has in the past.

Joe Pulizzi, author of the article “Reasons to Choose Print,” that appeared on the Content Marketing Institute’s blog, put it eloquently when he said, “The evolution of the internet doesn’t kill off these channels… it makes us look at them differently because they are used differently by consumers.”

Print is still valuable to consumers — maybe even more-so while we’re in an age of instant and constant digital communication.  Digital communication is easy.  While this is a benefit for marketers, it can also be a negative in that customers know it’s easy to click a button and send out thousands of emails, but to send print, it takes time and a little extra effort — not to mention it’s a break from all of the digital clutter.  Over sixty percent of people in a recent print survey reported that they not only read printed messages, but they enjoy receiving print communication.

Today, we’re going to share three reasons why print is integral to your marketing mix:

Print helps to retain customers.
Multiple studies have shown that print helps to retain consumers more than any other form of media.  Furthermore, print has also been shown as the most trusted form of communication — over television and the internet.

Print lets people “unplug.”
As we discussed earlier, digital messaging is instant and convenient, but it’s also constant and can become cumbersome.  Print is a break from the computer, tablet, and phone screen.  In the article “Reasons to Choose Print,”  the author stats that “…More and more, people are actively choosing to unplug, or disconnect themselves from digital media. I’m finding myself turning off my phone and email more to engage with printed material.”

Print attracts more attention the digital media.
Print is tangible and is placed right into the hands of a potential customer.  It cannot be deleted with one click, it must be handled — increasing its visibility to it’s recipients.

Print is powerful and there will always be a place for print in the marketing realm.

Timothy Freeman
President
Printing Industries Alliance

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13
Nov

Print marketing is a tangible way to bring your message directly into the palm of your target audience's hands.  With digital media, you are able to send email or texts instantly, but because of the mass amount of digital messages being sent, there are fewer digital messages being opened -- in fact, digital messaging open rates have decreased over the past decade according to Print is Big.

Furthermore, if you have a small enough list or are able to reduce your database into small, highly segmented groups, you can create and send handwritten notes and post cards.  This works especially well for small businesses -- from a thank you note simply for being a customer to a hand-written invitation to an upcoming event.  Hand writing a card takes time -- and the recipient will know that -- which adds much more value to your message than if it was a simple email.

Additionally you can combine your print and digital messages using QR codes, you can easily combine the two communication methods and increase your engagement rate between your message and its recipient.  You'd be able to track what people are clicking on and, form there, understand how to best follow up with your customer.

Finally, be consistent with all of your messages -- from print to digital.  Both print and digital media have their advantages and to increase your reach and frequency it's important to include both forms of communication to increase the number of touch points between brand and consumer.  But, whether you're sending print or digital messages, your messages should be consistent with one another.  Your messages do not have to be identical, but the overall look, feel and call-to-action should be cohesive across all forms of communication.

Timothy Freeman
President
Printing Industries Alliance

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