• Home
• Why Print Media?
• News
• Case studies
• About
• Events
• Community
• Links

• Why Print media?
• Catalogues
• Customer magazines
• Direct mailing
• Door-to-door
• Magazines
• Newspapers
• Print media innovations
• Print media and the environment
• Print media campaign
• Share your opinion

Why Print media?

Why should print media be part of your media strategy?

The ideal medium

 

There’s no doubt that the world in 2011 is defined by information. Whether it’s news, opinions, interviews or advertising, it’s information that

provides the direction and structure to our lives. Print media, television, online, mobile and social media are all now vital components of any campaign.

With such a range of technology and channels at a brand’s disposal, how can you ensure that you’re getting maximum reach, exposure and ROI for your marketing spend? In short: what’s the world’s most effective medium?

Add print, add power

Print has all the properties of the ideal medium. It’s available in both large and small numbers, can be accessed easily, and is engaging, versatile and creative.
Research proves that advertising in print is twice as effective as on television for retailers, while catalogues and customer magazines allow your brand to engage with your customer for up to 25 minutes per session. Door-to-door media also offer impressive recall and activation rates (47 and 32 per cent increase respectively over the average media.)

Making the connection

The key to successful marketing is engagement, drawing your customer in through attention-grabbing content then rewarding them with the worthwhile offer or service.
Print media works because it understands the needs of the customer. By picking up the print medium, they’re investing time and attention, seeking entertainment and information rather than allowing it to wash over them.

Building the relationship

People have certain reading rituals, so they will return to a publication a number of times to take in all the information it has, information that’s both authoritative and reliable. Meanwhile, publications will often be read by more than one person in a household.
While newspaper and magazine ads capitalise on time spent with the title and the reader’s relaxed state of mind, for real brand engagement, customer magazines and catalogues are the giants of marketing. But it’s direct mail that is the most personal medium, ideally placed to maintain the consumer-brand relationship. Many brands use Customer Relationship Management (CRM) to build and maintain this relationship.

High accessibility

There are as many benefits to print as pages in a magazine. Perhaps the most important is tangibility. With all good publications there’s a feeling of substance, of stimulating the senses, that the thing in their hands has been crafted by experts in their fields.
Then there are practical issues such as accessibility and portability. With print, there’s no need to upload information, so no waiting time or problems with network access, while its light and foldable nature remains a huge benefit to the reader on the go.

Media-mix integration

An effective marketing campaign works best when print is used with other media as one element of an integrated solution. By adding print to TV and online media, you almost double your brand awareness, and increase buyer’s purchasing intentions by over 50 per cent. Print also benefits from years of research into how and why it works – research you can use to back up your campaign plans.
What’s vital however, is that print remains a key part of your campaign, as either a mass- or one-to-one personalised media. By using its impact, accessibility and engagement, you can maximise your brand’s potential and build a profitable relationship with your customers – one that can last for years.

 

Write your opinion or look at other people's opinions below.

6 Opinions