Print advertising is not as popular in the age of digital marketing as it used to be, but it is still a very important promotion tool.
Does print advertising really still work in the internet age?
Despite the fact that using print as an advertising medium is considerably more expensive than digital advertising, there are a number of benefits to businesses that appear in magazines or newspapers.
The first and most important is that the world of print is actually a much less competitive environment in today’s age. Print adverts convey a level of professionalism that you cannot attain online. With just a little time and know-how, anyone can advertise online, whereas the high advertising costs of print makes people view the businesses that use this medium more favourably.
Print also targets a specific audience, those with actual buying power. In the case of magazines, you are promoting your business to people interested enough in a topic to purchase material concerning it.
What makes a good print ad?
The effectiveness of print advertising is dependent on a few critical elements:
The ad connects to the reader right from the headline
The ad is memorable
It provides clear information quickly
It isn’t confusing
It has a clear call to action
It leverages the medium it uses and provides the audience with something out of the ordinary.
How to use print advertising effectively and to your advantage:
- Make your advertisements specific.
Cliché phrases such as “delivering great service” or “we offer low prices” don’t work anymore. Customers want to know exactly what you’re offering. Use specifics so as to boost your ads responses. Instead of saying “delivering great service” you should say something like “rated 9 out of 10 stars in customer satisfaction”.
Use print advertising to generate a buzz before you launch a product.
This is a great way to test the market and figure out what kind of a response you will receive. Pre-sold clients will create a stream of cash flow as soon as your products hit the shelf.
Negotiate your rates.
When advertising for the first time, you can argue that a reduced rate will prove to be an incentive when launching other campaigns. Frequent advertisers can request for specific sections and days to run their ads so as to improve visibility. Most publications will oblige rather than lose your business.
Target your local neighborhood.
There is no point in advertising miles away when you’re sure that your customers won’t drive across town to visit your shop.
For more information regarding getting the most out of print advertising, check out our post going into even more detail.
How to make print advertising work for your business:
- Plan ahead
Planning ahead is crucial in print marketing. You have to figure out what you hope to achieve and then figure out the best way to achieve this. Advertisements are meant to be memorable and make your audience want to know more. The point is to make your name pop the next time they walk into a store. You should also provide the consumer with a way to get in touch such as a website or a phone number.
Print advertisements are all about repetition. This is the reason why the same ad runs over and over again on television. By making your audience see the same images over and over again, those images are ingrained in the viewers mind.
Factors to consider before advertising using print to advertise:
What are your expectations?
Have you advertised using print before and if so, how recently?
Will your audience see the advertisements?
Are you ready and willing to negotiate?
What is the “shelf life” of your publication?
How will you measure the results of your advertising?
How important is the exposure that the advertisement will bring and your business
Is your business equipped to handle such exposure?
What other marketing strategies do you have?
Ensure that you dedicate the bulk of your budget to tied and tested methods that work. Determine the best avenue to channel your advertising budget and then do so. Remember that it isn’t a good idea to put all your eggs in one basket. Spread the word as much as possible so as to reach as many people as possible.
Once you have booked your print campaign, it is important to explore a variety of different straties to grow your potential customer base. If looking to get involved in social media, check out the free copy of our ebook below.