The Importance of Print Marketing: Put it on Paper
Posted by Aja on July 8th, 2010
Photo Courtesy of Pixomar
I recently promoted a film screening for a client. I sent out press releases to get radio interviews, partnered with bloggers for giveaways, and promoted the screening on websites like Facebook and Twitter. The screening was successful and a garnered good deal of buzz. Yet I used one key marketing tool many people seem to have forgotten in this highly technological age.
That tool was a flier. And while many people found out about the event online and on the radio, a solid percentage of the audience came to the event because they saw the flier. Most business owners have recognized the importance of building an online presence, but in most cases, your printed material should not be completely ignored. Brochures, fliers, business cards, even printed newsletters can still play an important role in your marketing strategy. In fact despite the rise in all of the different types of web marketing, print still remains the most popular content marketing tactic.
Below are a few reasons why print marketing isn’t disappearing anytime soon.
Audience: Social networking websites are undoubtedly a powerful tool, but believe it or not, everyone is not on Facebook or Twitter. Of those who have accounts, there are many people who only log on intermittently and don’t rely on those channels to get information. Depending on your target audience demographics, there are likely a good number of people who are more likely to see your product on a flier than find out about it on Facebook.
Durability: A recent study showed that more than fifty percent of email recipients delete marketing messages within two seconds of opening them. An ad in a magazine, a brochure, or even a flier typically has a much longer shelf life.
Branding: Printed products give you another channel to market your company and promote your brand. Having your logo, brand name and signature displayed in diverse formats is a way to maximize your exposure.
Visibility: Printed materials can often catch you when you are not actually looking for a particular product. The other day I was at the registration desk at the gym and while waiting started looking through the materials they had on display. I noticed a stack of business cards for a personal trainer next to a flier detailing his services. I picked up the business card and flier, and although I probably won’t hire a trainer tomorrow, I have the information and will likely use it when I begin to look.
With all of that being said, printed material should still be used as part of a strategy, especially because unlike posting tweets, printing isn’t free.
Next week: Using print marketing effectively
Tags: print marketing, public relations, small business markeing
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