With Internet marketing and social media becoming so popular, the more traditional methods of marketing seem to have fallen by the wayside.
Everywhere you look, there is talk of using the Internet as a marketing outlet and while social media and online advertising is certainly effective, it isn’t the only method of marketing out there.
Every time something new comes up, people assume it will wipe out previous techniques. For this reason, many thought radio would be gone forever when television appeared. In some cases, it does work this way, but when it comes to marketing, the more people you can reach – whatever the mediums used – the better.
Print Advertising Cons
Paper marketing still exists, but this doesn’t mean that there aren’t any downsides to using this method. Since social media and online advertising can be very cheap or even free, the fact of the matter is that many business owners don’t even consider the more expensive print advertising anymore.
Magazines can be particularly expensive to place ads in, but you can get smaller ads for less. Newspapers can be good alternatives to magazines, as well. However, the full ad cost goes beyond the price of simply placing it in a newspaper or magazine. Hiring a photographer or graphic artist for a quality visual ad, or a copywriter for an effective print ad can be pretty expensive too. You have to shell out a lot of money simply to create an ad, even before you arrange to have it included in a magazine / newspaper where you hope relevant target customers will see it.
Another issue with print marketing is that younger people read and search online rather than in the Yellow Pages or a newspaper. It is fairly uncommon to see anyone under the age of 30 reading a newspaper in print form, since they can read it easily on the go online or on their smartphones. However, your ad may be made available in both print and online editions, which still is a useful method of promotion.
Overall, if your audience is over 30 or even 35, you should consider placing your ads in newspapers. Magazines, because of their targeted marketing and appeal in print, are still an excellent way to reach any target market. While some are available online, most people still prefer to read paper versions of their favourite weekly or monthly mag.
Pros of Print Marketing
Despite the cost, there are some serious benefits to having your business appear in a magazine or newspaper. First, print ads convey a certain level of professionalism; something that isn’t always evident online where everyone can pay less $10 to get their ad on a popular website. If you and your brand want to be respected, advertising in print is still considered one of the higher quality options because of its premium price. This is one reason you may still want to consider advertising in print – people will look at your business differently.
Print marketing tends to target a very specific audience, which means your ad will reach plenty of people who are more likely to be interested in your products and services. When it comes to magazines, you are placing your promotional materials in front of people interested enough in that specific topic to purchase a magazine about it.
How to Make It Work for Your Business
An effective print marketing campaign should involve plenty of planning ahead of time. You need to know exactly what you want your ad to achieve and then figure out the best way to reach that goal. This is what your graphic artist or copywriter will work toward and ultimately what will make your ad a success or a failure.
Keep in mind that most ads are not designed to sell, but to get people to remember your brand or to learn more about you. You want your name to pop up when customers are looking at a wide variety of products in stores. It’s always a good idea to give a website address where people can find out more about your business, but even this will usually see a low number of people actually checking it out.
Repetition is key when it comes to getting people to remember you. That’s why you see the same exact ad on television over and over every time you watch a certain show. By making sure your ad gets in front of people on a regular basis, you can be rest assured they will remember your brand when they need or want a product / service you offer. Generally, people need to see an ad 7 times before they actually act or fulfill a call to action.
Print advertising may not be as popular with some businesses these days, but it is still a very useful method of promotion. Your best option is to use a combination of both online and print marketing, to reach as many people as possible in as many ways.