Print Advertising Is Not Dead
Digital occupies an increasingly important place in our daily lives. So much so that companies are wondering if the print is still useful.
Should brochures, flyers, posters and other flyers be stored in the closet?
This is the question we want to answer today.
The print losing momentum
Print advertising seems to be losing interest in brands because paper newspapers are no longer so popular.
According to a report from the Advertising Association with Warc Expenditure, the British press looks grim: national newspaper revenues fell 13.2% in 2016. Even if advertising spending is up, all media combined, growth is mainly driven by digital communication (+ 13.4% increase in 2016).
On the American side, the results are much the same. The New York Times saw revenue from print advertising drop 18%.
Fortunately, the newspaper took the digital turn early: revenue from the Internet was $ 399 million in the last quarter of 2016. Income from digital represents 38% of its advertising revenue.
So, what to do?
Use print advertising appropriately
No, print advertising isn’t dead yet.
You just have to look up when you’re in town or on the road. Open your mailbox, and you will still find many brochures there.
Unless you are targeting a particular niche, your prospects are everywhere. They are walking in the street, they consult catalogues at home or newspapers at the table of a cafe.
The costs of printing have significantly decreased. You can offer yourself attractive posters or flyers without disrupting your cash flow too much. Print advertising is, therefore, sufficient if you want to:
- Increase your notoriety
- Communicate widely on something new
- Expand your audience
- Promote an exceptional offer
Offer emotion to your prospects
Digital cannot be touched, cannot be preserved and conveys a temporary emotion. It only appeals to one sense: sight.
While print advertising stimulates sight, touch and sometimes smell. This paper is preciously stored, especially if it is beautiful, shiny and pleasant to handle.
It is easier to pass an emotion on several pages than on an internet insert. However, some consumers like this contact with the paper, and they are fond of a more lasting experience than a simple internet advertisement.
Print and digital advertising, a happy marriage
Printing and digital form a duo of a shock for your prospection and the loyalty of your customers.
By being present in these two spaces, you increase your visibility and your notoriety. You broaden the field of possibilities by capturing prospects who are poorly connected or who are not attentive to internet advertising.
However, the question is not whether you should opt for one or the other solution, you must use these two means of communication. And in a complementary way.
For example, you can very well add a QR Code on your print campaigns. This can lead to your website, additional information on the product/service, a reduction coupon, etc. Print advertising can also include your social networks.
Conversely, on your website, you can offer your prospects to order your paper catalogue, in exchange for their contact details. It’s an excellent method to build your contact base.
Digital advertising, a secure lever for development for businesses
Compared to previous years, the digital advertising market (advertising on the Internet) in 2018 was multiplied by 2.5: a record. And, to transform a web surfer into a prospect, advertising on the Internet has many resources.
In addition to the diversity of terminals (computers, tablets, smartphones), it uses a very diverse range of media: websites, search engines, social networks, etc. All of them are harmoniously combined according to the objectives in the form of display advertisements. Or commercial links: banner campaign, video, programmatic purchase and SEA.
To conclude, if you have to remember information, it is this: from the moment you identify your targets, paper and digital can be as valid as the other. The key to success actually lies in the complementarity between channels; you need to generate a substantial turnover I offer my consulting services to streamline your business contact me