Print marketing can be expensive and in the hands of the inexperienced it's reach narrow and often irrelevant. But to say that print marketing is dead, or that it's always a waste of money, is simply not true.
At Manor Printing in Bristol we're experts at developing and executing print marketing campaigns. Here are eight compelling reasons why you should take back what you said about cutting your print marketing budget.
For the same reason that the Kindle didn't rid the world of books forever, digital media just can't replace print, for the simple fact that people will always like to hold things. Feel them, touch them, put them on their coffee table to be reminded of them.
Brochures, business cards, rack cards, for example - these are marketing staples that your business should never let go of. These are little souvenirs that people hold onto after they've had a glimpse of an experience using your product, enjoying your services or visiting your organisation.
With variable printing techniques, printing personalised media is easier than ever. One reason digital marketing is so effective is because of its ability to bend depending on the audience, as ads and promotions cater to internet users' browser histories and social media interests.
Personalised print media harnesses the same power as these catered forms of online marketing. Moreover, personalised print marketing actually has a leg up, in that audiences can recognise the extra effort required to customise a print in comparison to the digital sphere, so they feel even more special, absorbing your message on a deeper level.
There is a dance developing between print marketing and digital media, and every day the dance becomes more harmonious and more lively. As smartphone and tablet technologies progress, the world of print is finding ways to keep up.
QR codes are effective in connecting people in the real world to online platforms. They can be used in print marketing to connect audiences to your website, play videos and share with others, merging their physical and digital experiences in a seamless fashion.
As print marketing campaigns provide physical resources for face-to-face interaction, print materials are social by nature. Translating that social experience to your audience's personal use of social media is as easy as displaying your Instagram username on your business card.
Because digital marketing is so malleable and cost-effective, fewer businesses are relying on print media and some have stopped using it altogether. This is good for you, because with fewer print marketing materials out there, your campaigns are going to stand out that much more.
In fact, research by Mail Print says that 85% of consumers sort through their mail every day, and 40% of them actually pursue new businesses after receiving snail mail from them.
Don't forget about all the canvases you have at your disposal when it comes to print marketing. Printing your logo on hats, t-shirts, mugs and stickers is a great way to strengthen your relationship with fans and followers, develop brand recognition and market to wider audiences.
Remember when I said that print marketing is expensive? Well, compared to inbound content-driven marketing strategies, print marketing does have a higher sticker price. However, when you look at the whole picture, print marketing is actually proven to be one of the most cost-effective marketing strategies out there.
The most popular promotional items have an average cost per impression (CPI) of 0.002. Compare this to the CPI for online marketing, which runs around 0.0025. That tiny difference makes a big one when you're marketing on a large scale.
Not only is print marketing cheaper than digital marketing in some cases, it's also incredibly effective. In 2010, the Direct Marketing Association found that for every dollar spent on print advertising, companies generated an average 12.57 in sales. That's a high return ratio! Across all industries, this study concluded that print marketing is certainly worth the expense.
So don't be fooled by the naysayers and the digitally-biased. Print marketing is evolving, developing and growing. It's bridging the gap between the comforts of tradition and the trends of modern times. Print marketing is adaptive, effective, practical - and yes, it's still relevant.