The Golden Age of print advertising, when you needed a forklift to pick up your Sunday newspaper and your mailbox – the one at home, not your smartphone – was stuffed with ads every day is behind us. But print advertising is now one way businesses can stick out in a crowded, digitally-focused market place.
As one contributor wrote in Forbes recently (bold added for emphasis):
“People have been saying for a long time that print is dead, but I recently came across a company that used software to obtain physical addresses for clients and started sending them print newsletters. Imagine that. In the age of MailChimp and HubSpot, this company went against the grain and spent extra money to do it the old-fashioned way. I was also surprised to find that its campaign was extremely successful — but why?”
“Simply put, everybody else had gone digital, and this company saw an opportunity to do something different. Now, I’m not advocating that businesses should try to resurrect print marketing or do something only because it’s uncommon and not because it resonates with their audiences. But they should consider integrated campaigns and creative distribution tactics that focus on ways to engage audience members that their industry competitors might not be considering.”
Print Will Never Go Away
There is something to be said for the impact of print on paper — even in this digital age. According to a new survey by FedEx (NYSE: FDX) Office, professional printing services have helped four out of five small business owners stand out from the competition.
And consumers agree. In the same FedEx survey, nine in 10 consumers agreed that there will always be a need for printed materials.
“In an increasingly digital world, where tablets, computers, phones and TVs are our main sources for consuming and engaging with information,” said Brian Philips, president and chief executive officer of FedEx Office. “…individuals polled in this survey said price, convenience, and customer service are most important to them when deciding where to print.”
Print marketing and your business
Taking a chance on a proven channel makes it easier to make an investment. You are probably doing some print marketing already. See how those print campaigns are working and see where you can optimize or increase your spend.