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We all know those people who put others down to raise themselves up. Often, that's what happens with print media in the marketing space, where marketers of other advertising forms will use it as a punching bag to justify their product. From an independent point of view, today we will discuss the power of print and how it may (or may not) have applications for your business.
The golden rule of marketing is that there is no golden rule, no silver bullet, despite what some salesmen might try to sell you. As some sectors raise their return on marketing spend, their prices soon follow, and we see the ebbs and flows of preferred marketing methods. The fundamentals of economics demand an equilibrium be reached, and that disproportionate value is soon evened out.
Let me paint an example for you, Google Ads. Google Ads are an extremely effective tool for online advertisements. However, the process by which you buy Google advertising space clearly illustrates my point. The price for a display and click on a specific keyword is determined by a bidding system where interested parties compete against each other to find the maximum price and reach market equilibrium. Don't get me wrong, Google Ads can provide good value. Still, like all goods on an open market, they will reach a price equilibrium where supply and demand meet and the actual market value is established.
Clearly, even the latest marketing fads do even out. However, this is not to say they are not worthy of action. The point is that marketing must have a balanced portfolio of advertisements that allow for the thrill of fads and the dependency on foundational marketing. It doesn't get much more foundational than print advertising.
Print advertising is just that, anything that has been printed as a physical item. Print is one of the oldest advertising methods in history, and has proven effective across cultures, countries and centuries. Examples of mainstream print advertising include:
The list really does go on and on. You get the point.
Print has a number of distinct advantages which allow it to perform some marketing functions exceptionally well. This article is going to discuss three. Rather than just talking about these in theories, I am going to use practical examples.
In the time it would have taken you to read up to this point, the average Tik Tok user would have watched 12 videos. Once that feed has been refreshed, those messages have been lost. In comparison, think of the business card you still have in your wallet all these years later, or the collection of magazines on your shelf.
When was the last time you sent your grandparents a Tik Tok? The answer is that you have probably never, because it's simply not a form of communication they are proficient with. In the thrill and excitement of the social media marketing age, we seem to have forgotten that it doesn't work for all demographics. Elderly specifically often have a hard time adapting to social media usage, and many prefer traditional print.
New is scary, and with the emergence of online scams many are skeptical about what they consume online. Print is established, and the big printing houses such as magazines, newspapers and billboard agents have built trust with consumers for centuries. Look at the Ashburton Guardian for example, which first published in September 1879 and is still keeping its community informed. Because of this age and credibility, people are often more willing to trust advertisers using a print format.
As with every form of advertising, print comes with its disadvantages. For example:
Like I said before, marketing is no silver bullet.
It leaves you exactly where you should be as a decision maker or business owner, with options.
Print can be a fantastic option for your business, and there are a number of great print advertising options available including third party advertising such as pages in magazines and newspapers, as well as your own print marketing channels such as brochures.
Take a moment to think about your target market and their daily lives. If it involves print, and you can see a way to add yourself into a touchpoint then you should explore that option. For example, if you know your target customers often like to get coffee and read the newspaper, then an ad in said newspaper would be appropriate.
