Why Are So Many Marketers Ignoring The Power Of Print?

* From Jenna Bruce, mediaspacesolutions.com, 1/15/18

What makes a good print marketing campaign?

Here are a few things I will never understand:

  • The ending to “The Matrix Reloaded.”
  • Why people like baked beans.
  • Why so many marketers are still throwing their entire marketing budgets at digital channels like social media and mobile marketing, while completely ignoring the power of print.

While digital channels definitely have their place, they simply can’t do what print does: deliver tangible content that lives within trusted publications. Print marketing is more personal in nature and studies have shown that quality print campaigns can absolutely influence purchasing decision.

And since we’re on the subject, what is it exactly that makes a good print marketing campaign? I’m glad you asked, because I happen to have compiled some of the key elements.

Knowing Your Goals

Solid print campaigns aren’t slapped together willy-nilly; they are crafted around very specific business goals. Before you create and launch a campaign, you’ll first need to determine your goal. What is it you want this particular campaign to achieve? You may want to generate new leads or build your email subscriber list by 10%. Be specific. How will you measure your campaign’s success? What sort of campaign milestones or markers will you put in place? The more specific you are, the better able you’ll be to create a campaign that reaches its goals.

Set a Realistic Budget

Most campaigns fail because not enough ad spend was allocated in the first place. That’s like trying to drive from Detroit to Newark on only half a tank of gas. You’ll get to a destination, it just won’t be the one you were hoping for.

Know Thy Customers!

You need to know as much as you can about who you are targeting with your print campaign.  What is their age, income, and gender? What sorts of hobbies do they have, and what are their purchasing habits? Remember, the success of your campaign depends on your ability to engage and convert these people.

Keep It Simple Sally

When it comes to having your offer be heard, less is more. Stick to just one clear, compelling message within your campaign. Readers won’t take the time to figure out a convoluted message – they’ll just move on. One goal – one message – that’s it.

Lead with Benefits

Customers want to know what’s in it for them. They don’t really care about the features of your product or service, so much as HOW those features will benefit their lives. Don’t list features in your ad, and certainly don’t tell your audience how long you’ve been in business, trust me, they really don’t care. Craft copy that focuses on how you can help THEM.

Frequency

In order for your ad to make an impression, it needs to run frequently enough. Consumers will generally need to see an ad at least three times before they become aware of your ad and offer.

Track Your Results

As I mentioned a bit ago, it’s important that you know exactly how you are going to track your campaign’s performance. You could use unique phone numbers, QR codes, special URL addresses, or printed coupons. All of these will help you determine which messages and channels are performing best.

These key ingredients will ensure your print campaigns deliver the ROI you intend. And, to be clear, you certainly don’t have to abandon digital marketing. In fact, print and digital can make powerful allies.

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