With the advent of the Internet and social media, it’s easier and cheaper than ever to market your business digitally. By purchasing an ad in a relevant newsletter or website, sharing aesthetic photos of your brand on Instagram, or posting about your products on Twitter or Facebook — you’re reaching customers in real time and gathering immediate feedback. That said, it would be unwise to disregard print marketing as a powerful form of advertising that drives customers to your business. Even though print marketing is more expensive than digital marketing, it’s an investment that often pays off exponentially.
Print Marketing Targets People Who Care About Your Business
Let’s say you own a boutique pet store. You wouldn’t spend your small portion of funds on a print advertisement in just any old magazine or local flyer. On the contrary, you’d look for the magazine that focuses on animal lovers and pet ownership. The men and women who subscribe to that magazine are likely to own pets, and they care enough about their pets to buy a magazine all about pets. Which means, these are exactly the customers you want to reach, as well as the customers who will actually read your advertisement. By spending the extra money on a print advertisement in a relevant media publication, you’re reaching potential customers who are in your target demographic.
Tangible reminders stick in the brain
Sure, a newsletter can be catchy. And certainly, an Instagram post can be creative and fun. But more often than not, people delete newsletters before even reading them. Or they scroll quickly through Instagram when they’re bored, not thinking about what they’re actually looking at. With print media, on the other hand, you’ve given a potential customer something tangible to experience through touch, smell, and sight. A catchy flyer in the mail is a physical reminder of your business, where you’re located, what you sell, and why they should drop by. It’s likely to stick in their brain longer than any digital photo.
A Combined Digital and Print Marketing plan reinforce each other
At the end of the day, all marketing is about driving customers toward your business. Digital marketing does that, but by combining a digital marketing campaign with a print marketing wing, you reach more customers more frequently, which ultimately means driving more customers to your store. The digital marketing can reinforce the print marketing. Say you purchase an advertisement on a magazine’s website. You might also include an insert in the magazine itself, so readers of both the digital and print editions see it. Remember: some people are solely print readers and others are solely digital readers, while many prefer a mix of both. By covering all your bases and thinking strategically about where to place your marketing ads, you’re reaching the largest number of people for the least cost.
Has the information on our blog helped you? We can do more! A Safeguard consultant can help you with marketing solutions, print product design, and more. Contact us for a consultation.