Brand Images Are Shrinking. Expand Yours with Print.
It’s a bit ironic. The “biggest thing” in marketing today is becoming smaller and smaller by the year. We’ve heard for a decade about how digital marketing was the wave of the future. Many companies shifted significant budget to social media, moved print newsletters online, and more as a result. They thought they were saving dollars. But recently, marketers are looking more and more into the relative impact of these channels.
There’s a big difference between a colorful printed piece and a flat image seen a small computer monitor. Furthermore, recent studies have shown that consumers now connect with the internet and social media on even smaller screens. This AdWeek article points out that 75 percent of internet access in the U.S. now comes via mobile phone. I think this is important and deserves mention in our series on the features of print marketing.
Print Marketing is Bold, not Buried
Both digital and print have their place in a well-designed marketing plan. But if your business relies only on digital communication with prospects, you may not be reaching them as well as you think.
Emailed promotions have a tough time elbowing their way through an avalanche of inbox messages. Therefore they are subject to quick deletion, often without ever being opened. If your audience doesn’t click, then neither does your message. Furthermore, advertising in the form of website pop-ups or “promoted” messages on social media are often seen as intrusions, creating more resentment than engagement.
Print marketing creates its own space. Messages appear “up close and personal” in magazines, direct mail pieces or catalogs. Prospects enjoy them in the best possible environment, not squinting at a screen. And those prospects—even millennials—don’t avoid them, they look forward to them.
Think From Your Prospect’s Perspective
Many of your customers and prospects spend a lot of time on digital media. But they receive a lot of marketing messages there, too. You may think your company is fitting into their world, but you might just be positioning yourself as “spam.” So many advertisers find it so easy to just pile on another thousand email addresses or add more “impressions” to their schedule that they merely increase the clutter and their targets’ resistance to it.
Print marketing materials come with substance and credibility. They reflect a level of thought, intent, production effort and distribution that isn’t required for electronic campaigns. Targets know the difference. They don’t “delete” it as readily when they’re holding it in their hands.
For Print Marketing, One Partner Stands Out
Command more attention and respect for your business by adding print marketing to your plans. You won’t find a more reliable partner to help than Superior. We’ve been helping businesses succeed for nearly 100 years. Our proven experience in print marketing is one reason we’ve just earned a second consecutive “Best of Print and Digital” award based on the ratings we’ve earned from our customers.
Our ISO certification provides you additional peace of mind that our systems and processes are sound, consistent and effective. Contact Superior today for a free print marketing consultation. Unless, of course, you don’t want your business to stand out.
Check back Thursday for the next post in our series.
Check out the other posts in this series: