Is Print Marketing Dead? No. No It's Not.
Print Marketing Is Dead
On the contrary! Print advertisements are becoming an increasingly important element in marketing strategies. There is a common misconception that digital marketing is making print advertising irrelevant; this is false. In fact, 79% of consumers have an immediate AND positive reaction to a brand’s direct mail. Print marketing is rapidly changing, the introduction of the internet altered much of the marketing industry. It did not however, change the effectiveness of tangible advertisements.
Advantages of Print Marketing
First and foremost, print marketing can be extremely personalized. Digital marketing usually consists of one specific ad targeting a broad audience, but print marketing can be aimed at a particular audience. This is called variable data printing or VDP. VDP is on-demand printing that allows for elements such as text, graphics, and images to be altered from copy to copy. When targeting a specific region or audience, usage of VDP can give the consumer precisely what they are looking for.
Second of all, the content is easily understood. Unlike digital advertising, there’s not an unlimited amount of space to give the sales pitch. Information must be both concise and straight to the point. There’s no room for frivolous subject matter so all of the information is what is essential. It’s concise enough to keep people interested but provides enough detail to interest them.
Third, consumers get more out tangible advertisements. Research by The Association of Magazine Media states that information is easier to process and retain if it’s in print. People take more time to read the content and focus more on the overall message when they can manipulate the medium with their hands.
Lastly, there are a variety of different print mediums. From postcards and envelopes to brochures and banners, there are numerous ways to physically represent your brand. Business cards can be used to expand clientele and get the brand out, posters can spread word of a brand just by being put up in optimal spots!
Personalizing Print Media
At Mountain Luxury, we personalize all prints we send out depending on our target audience. Expanding on the first benefit of print marketing we discussed, here’s how VDP provides a more personalized advertisement to clientele. There are 3 different levels of printing.
Basic level VDP. This consists of changing only the salutation and who it is addressing. Instead of your pamphlet or promotional greeting a person as “Dear current resident,” or something similar, it will be addressed to the specific individual. This establishes a certain level of professionalism, much like a “first name basis.”
Versioning level VDP is slightly more in depth than basic level. Versioning encompasses changing text and images based on the general location of the target audience. For example, if we are trying to sell a property in the Ogden Valley, our open house flyers and postcards will be sent to people in that vicinity.
Full variability printing is specific to individuals. The main goal of this level is customer retention: keeping former clients loyal to the business. This method is often used when distributing promotionals and other targeted advertisements. We frequently use this method when targeting a specific neighbourhood.
Depending on what is being advertised and how heavily the brand is marketed, VDP could be a vital strategy to implement! However, the more personalized the prints are, the more expensive they will be. Sending out thousands of level 3 VDP prints is usually counter-productive to the cause. ML carefully considers the audience before deciding on what level to use.
Incorporating Digital Advertising
Using a combination of both print and online marketing strategies will generate more exposure and provide additional opportunities for public outreach. Incorporating multimedia allows for video work, blogs, virtual tours, and many other options that aren’t available in print. Conversely, print marketing allows for a more personalized approach to advertising. Merging both types together covers both bases and gives the maximum amount of publicity!