Your Online Business:
While many consider print an outmoded form of advertising and assume that every consumer regularly throws out letters and mailers, the truth is that print can still be an effective strategy for a successful business. In fact, printed materials help your company to build a better relationship with its customers, as they provide immediate access to information, updates, and promotions on a routine basis.
If you don’t have a large customer base, using every possible channel to reconnect with existing customers allows you to reach a more diverse demographic, as compared to resorting to an online-only campaign. Read on to learn why print is still valuable today and how you can use printed materials to your grow your online business.
There are plenty of neuromarketing studies that confirm patterns in positive consumer behavior as related towards print advertisement. There are two factors to consider when discussing the power of print versus digital advertisement: engagement and distraction.
Using EEG (electroencephalography), MEG (magnetoencephalography), and fMRI (functional, magnetic resonance imaging), scientists have been able to examine consumers’ brain activity as they are exposed to online and print advertisements. Researchers have found that physical manipulation, such as scrolling and multiple ads, as well as multimedia features—like videos, links, and animation—actually had a negative effect on user engagement. Given all of these distractions, consumers cannot fully absorb and integrate the information on a digital platform.
While aggravating pop up ads and other interruptions are just one aspect of the problem with online advertising, there is conclusive evidence based on information retention that shows print ads are more effective than online ads. At the Center for Media Research, a comparison study showed that print adverts had 83% of the value for retention and interest, while online media had only 16% of the same value.
These results concisely reveal that print has a more powerful impact and connection to the consumer than a digital banner or pop-up. Since an online ad cannot garner the full attention of the consumer, it is always relegated to a peripheral role.
With studies involving eye tracking, heart rate, skin conductance, and MRI scanning, the results show that print creates an ingrained impression on a consumer.
The results of many studies are concerned with the attention span, review time, engagement, emotional reactions, and accuracy and speed of memory retrieval, as well as willingness to buy a product along with its perceived desirability and value. While review time and emotional stimulation indicated media and print to be of equal quality, it is clear that print ads continue to have a powerful impact on emotions and memory over time.
However, these studies don’t conclude that businesses should exclusively use print media. Instead, they advocate that print media should be used in conjunction with other advertising methods.
Essentially, branding is your identity as a business. Recognition, trust, and value all have an effect on how people perceive your business. Much of the visibility of these elements depends on how well people recognize your logo, color scheme, products, and the cohesiveness of your message. Print is another opportunity you can use to solidify your brand identity and reinforce your business to consumers.
A good brand improves recognition, creates trust, and builds financial value. When your printed materials are just as professional as your online presence, your brand is easily identifiable, which reinforces the consumer’s trust in your company.
Branding on printed materials also has a longer shelf-life, as many people and businesses leave magazines and catalogues on their coffee tables for months. Not only is your advertisement able to target your specific audience, it is capable of reaching out to second-hand observers as well.
As long as you ensure that your logo, copy, and color schemes are professionally presented on all of your literature, your company can establish an identity that is instantly recognizable and trustworthy.
Since many companies have proclaimed the decline of print for over 5 years, the majority of businesses have shied away from advertising on a physical medium. Due to the overall decrease in mailers, newsletters, and billboards, your business now has a greater chance at convincing potential customers that purchasing from your company is in their best interest.
With an increasing number of businesses relying solely on digital advertisements, print publications increase the likelihood for your advertisements to become prominent. Not only has the competition with other marketing campaigns diminished, but you can also provide additional resources and information that other competitors lack.
While the internet is an increasingly prevalent aspect of modern society, there are still people who don’t have access to the web. Diversifying your ad strategy allows you to reach those who have not been exposed to your digital campaigns.
Several studies have examined internet usage across many demographics and found that of people aged 30 and below, 93% went online on a regular basis. Advertising to this market would not be difficult, as that’s where they spend much of their time. However, advertising to the older generations can be a bit more challenging, since only 72% of middle aged adults use the internet regularly and 60% of seniors use the internet at all.
Working with print can comprehensively cover any demographic, especially if the potential consumer has no interest in online advertisements.
As you’re considering your print campaign, one of the biggest factors to consider is cost. Once you decide on a budget, you can focus on using that money strategically.
You’ll need to decide the complexity and design of your advertisements, as well as their placement. If you’re planning to work exclusively with magazines, your costs will be different than if you plan to send everyone a mailer.
You can also choose to pinpoint potential customers based on their preferences and engage with customers who have previously purchased from your company. As opposed to a mass mailer, you send coupons and promotions specifically to customers who already have an interest in your business.
How to Print
While catalogues, coupons, and magazine adverts are traditional forms of printed advertisement, considering an interactive ad is more in-line with the interests of modern society. QR codes were one of the first ways businesses encouraged consumers to engage in both print and digital media, but many companies today have evolved beyond these gimmicks.
Interactive advertisements have transformed from immobile, black and white squares to an assortment of novelties. For example, advertisements for beer have used salted paper that you can wrap around your drink to cool it down. Additionally, a sunscreen manufacturer included a digital wristband in their magazine ad that—along with a smartphone app—helped parents keep track of their children. The complexity of these systems require designers, engineers, and even payment gateway managers.
Since interactive advertising has evolved in this way, it’s a novelty that many simply cannot resist. In fact, a small test was conducted by an emerging record label that was attempting to promote an artist. Instead of sending media through CDs, thumb drives, and email invitations, the record label mailed plastic records along with a paper turntable to intrigue their targets. Among the sample size of 900 individuals, the test concluded that 71% of the group activated the codes and listened to the plastic record, while 42% followed the provided link to the company.
Keeping your customers interested in your business can be a challenge. While email blasts with coupons and sale notices is a common method, other strategies used to reinforce the company brand and message include printed receipts, requests for feedback, and the opportunity to write a review. Some companies use elegant colors and clever copy to encourage customers, while others choose personalized messages or jokes to leave an indelible impression.
While buying ad space in a respectable magazine guarantees quality prints, printing mailers yourself can be a little more complex. Ensure that your printed materials make the right impression with high caliber materials. A great printer, like Dell, along with Dell ink, professional grade paper, and cohesive design will lead to a significant rise in your company’s product sales.
Despite the massive migration towards electronic media, there is evidence that printed advertisements have more value and impact that an online ad. Explore your print options today and grow your online business.