Why your NJ, NY & CT printing needs are still important even in a world that has gone mainly digital
In 1938, Chester Carlson invented the first dry copy, which eventually lead to the Xerox – revolutionizing how business would be conducted . . . at least until the paperless revolution of the 21st century. Right? WRONG! Just because marketing campaigns based on printed material appears to have become less popular over the years does not mean a print based campaign is any less effective. Print based marketing can be extremely effective. With such a range of channels at a brand’s disposal – TV, email, internet, radio, newspaper, direct mail, etc. – it is difficult to truly know if you’re getting the maximum reach, ROI and engagement. Don’t let the statistics that show that print circulations are down since 2013 dissuade you – print is alive and well and is a great addition to any marketing campaign.
The fact that print circulations are down is only evidence that readers have been narrowed to only the most engaging materials. According to Account-based marketing (ABM), to keep up on what’s going on in their industry, 96% of media users still read trade magazines, with 45% of them saying they read a print magazine at least weekly. In addition, the United States Postal Service found that 98% of consumers bring in their mail the day it is delivered with 67% feeling that Mail is more personal than the Internet and 55% saying they “look forward” to discovering the Mail they receive. Commercial print marketing is an opportunity for you to not only excite your current customers but also to bring in new clientele.
One of the most important benefits of print media is its tangibility – it stimulates your customer in a way that no other marketing channel has been able to tap into. Almost everyone today spends a majority of their time working and reading on a computer or some kind of tablet while being bombarded by internet ads. While on a tablet or computer, no consumer is giving an internet ad 100% of their attention – maybe the ad pops up in the header or margin of the page, but an internet ad is never the primary message on that website. On the other hand, a consumer who picks up a print product is giving that ad 100% of their attention, noticing the feel of the paper, the smell of the ink and the sight of the colors bouncing off the page. Print marketing allows you to interact with your consumers at a time when they are more willing to pay attention. Employing print marketing is an opportunity for you to establish an identity for your brand, the value of that identity and the message behind it. It gives you the ability to communicate that message to a targeted audience that is more likely to give your promotional message personal attention.
Print is one of the oldest forms of communicating messages and its antiquity can add power to any marketing campaign. The practice of communicating by printed documents carried from one person and passed to another date back almost to the invention of writing. Mankind has been quite creative in their ways of transporting messages from homing pigeons to dogsled and even submarine. Print is an ideal marketing medium as it is very flexible and has always been a trusted way to communicate a message – whether through a newspaper, direct mail, or a magazine. According to Nielsen’s Global Trust in Advertising and Brand Messaging report, consumers still trust traditional media advertising over online ads and television ads, with newspaper ads coming in at 63% – the highest of all forms of advertising. Printed messages become a part of the consumer’s day as they inform and educate with reliability and trust.
The foundation to any flourishing marketing campaign is engagement – drawing the consumer in through a captivating content and rewarding those consumers with the service or product that you are offering. Not only will your consumers trust the printed message, they will take the time to read the leaflet, postcard, or brochure – without distraction. Consumers spend more time looking at a print advertisement, without outside distraction, than digital content As these studies have established that consumers find print more trustworthy and spend more time viewing print ads over ads on the internet, it is no surprise that print ads have delivered higher response rate compared to email or online content. According to Mail Media Centre, close to 11% of all emails are opened, whereas a printed direct mail marketing campaign returned a 91% opening response. Not only will your print advertisements have a better chance of getting opened, combining a print ad with your online campaigns can unite the online and offline worlds. Printing Industries of America found that those who receive a direct mail piece directing them to an online site spend an average of 13% more time than those who do not receive a printed piece.
The biggest challenge of print marketing is being able to demonstrate the effectiveness of the print advertisements. Many are able to measure digital marketing by conversion rates, bounce rates, and/or click-throughs. The best part of digital marketing is you can receive your data instantaneously. Measuring the impact of print advertisement, however, takes much longer and is much harder to discover your return on investment Nevertheless, print based marketing can promote a more direct response from your audience. For example, employing the use of an ad-specific sub-domain that is only promoted in the printed ad allows you to measure the traffic that enters that sub-domain to arrive at your landing page. As long as you include the subdomain in your ad, give the target audience a reason to use the sub-domain can be a very effective way to measure the return on investment that comes with a printed advertisement. Another effective form of tracking a return on investment that comes with a print ad is the use of coupon codes. A coupon give a potential customer a compelling reason to visit your website, while at the same time embedding an easy way to measure your printed advertisement’s effectiveness.
Overall, print based marketing provides an opportunity for you to differentiate your marketing and connect with your consumers on a completely different level than any online form can. Despite the fact that many companies are going paperless and resorting to web-based advertisements, print should not fall to the wayside of your marketing plan. The ability to flip through the glossy pages of a magazine or feeling the inky lightness of a newsprint or brochure should not be underestimated. CMYK in Englewood are the leaders in direct mail campaigns, commercial and digital printing needs in New Jersey, New York and Connecticut. We offer quick quotes and can handle any job, big or small to met your needs.