During lockdown, we all saw a considerable decrease in demand for print media. There were several reasons for this including shops, entertainment venues and offices being closed as well as the concerns of cross-contamination when the virus was at its peak.
Combined with the fact that more newspapers and magazines are transitioning to online, only, people often ask the same question, is print media dead?
The answer is a resounding NO.
In this post, we will show you why you should be using print marketing in 2022 and what it can do for your business.
What do we mean by print marketing?
When we use this term, we are referring to any form of marketing that uses physically printed media to reach their target audience. This could be:
- Promotional flyers
- Newspaper/magazine ads
- And so much more!
Print marketing has existed for hundreds of years starting with the invention of the printing press back in the 15th century. Over the years it grew from strength to strength as printing technologies advanced which meant more companies could produce printed assets as part of their marketing strategies.
However, there has been a steep decline in print in the last year due to Covid, as well as the increasing popularity of digital marketing. But print marketing is still just as relevant today and something you should certainly consider continuing or starting in 2022.
Why you should be using print marketing in 2022?
Print marketing is a tried and trusted method to promote your business, but why exactly do you need it in 2022 when digital has become a vital part of our lives? Keep reading to find out the reasons you need print marketing as part of your next strategy.
People trust print ads more
If you want to see the trust level for online ads you simply need to look at the number of ad-blocking software on most computers. Consumers are often wary of online advertising especially if they don’t know the brand or website.
The truth is, consumers trust print ads more. One of the reasons for this is because there’s no concern, they might get a virus from the ad like many spam emails we often see.
With print advertising it is less like wading through a sea of junk and more like an eye-catching feature in a magazine or newspaper.
In fact, in a consumer survey, 42% of respondents replied that print advertising was either somewhat or very trustworthy. Compared to only 29% who answered the same for search engine advertising, and a meagre 18% who trusted internet websites. This shows that consumer’s trust is still very much geared towards the print media.
Print marketing perfectly complements your online strategy
Print and online marketing complement each other perfectly, and you may not have even thought about it. Next time you are running a digital campaign, send out a mailer to those who haven’t engaged with you yet and see if this helps boost your stats.
You may not be able to do flashy animations or clever graphics in print, but you can use a combination of good quality paper, decent copywriting, and high spec images to impress your potential customers. You may find that having your business information literally in their hands, rather than on a screen will jolt them into action if they are interested in what you are promoting.
Also, by running print and online campaigns together you can reach a wider demographic including those not so tech savvy or interested in computers. You could do this through print ads, leaflets posted out or even brochures at key locations your target audience may frequent.
Print marketing is a breath of fresh air for many
In this digital age we are bombarded with emails, adverts, spam and more daily. The online market is oversaturated with advertising and so if you have a lot of emails in your inbox it is easy to simply delete ones that look like sales or promotional ones.
This is when print becomes a handy tool. Due to the decrease in demand for print marketing we don’t receive as much “junk mail” through our doors, so when we do, we often look at what it is. If you create an attractive, professional looking piece of print you are already part of the way there in enticing new customers.
With more people working from home, now is the perfect time to use leaflets, flyers, or brochures in your campaign.
In fact, according to a study conducted by InfoTrends, 66% of direct mail is opened and 82% of it is read for a minute or two. Compare this to an average open rate for emails in the UK and US of 18.39% and you can already see the potential for increased lead generation.
Brand recognition is higher in print
A study conducted by a neuromarketing firm based in Canada proved that consumers could remember brands easier and more effectively when they have been exposed to print marketing. They had two test groups, one who were shown a digital advertisement and the others were shown a print version.
The results were impressive. Those who could recall the brand name of the advertisement they had just read was 70% higher among those given the print piece compared to digital.
So, if you want to be remembered, including print in your strategy is a great way to raise brand awareness.
These are just a few reasons why you need to consider using print marketing in 2021. Not only has it stood the test of time but with the array of designs, papers, typography, imaging and more the results of print can be impressive.
As an experienced marketing agency, we don’t just design and create digital marketing assets. We have supported many print campaigns from brochures and leaflets to promotional flyers and letterheaded paper.
With over 13 years’ experience and a highly experienced design team we can take any requirement and make it a reality. From signs to leaflets we can help you every step of the way from the initial planning and designing even down to the printing.
Contact us today to find out how we can help support your digital and print marketing in 2022.