Why Print Marketing Is Still Important?

In a digital-first era, where online ads and information surround us, print marketing can seem like an archaic and slow way to deliver your message to consumers. But can it also cut through the digital noise, providing a refreshing alternative to screens and digital billboards?

In this article, let's consider whether print marketing is still relevant in our digital world. We’ll look at what is classed as print marketing, its benefits, and why it should be crucial in your marketing strategy. Then, we’ll look at several print marketing ideas and share real-life case studies to show how effective it can be.

What Is Print Marketing?

Print marketing is any kind of advertising that is physically printed rather than online or digital. This includes flyers, business cards, posters, magazines, newspapers, and promotional merchandise that communicate a message to an audience.

What Are the Benefits of Print Marketing?

Print marketing aims to create a physical connection with the consumer. This should help improve brand recognition and recall, as it can feel more personal than an ad on a screen.

 “Printed ads usually get an average response rate of 9%. Online ads, like email, paid search, and social media only receive about a 1% average response rate.”

This could be because digital ads can be fleeting and easy to ignore, while print materials are often kept and revisited—some are even displayed as posters. This means that the marketing message lasts long after the initial contact.

Print Marketing Ideas

Direct Mail Campaigns

Send personalised postcards, catalogues, or newsletters to your customers. However, be mindful of eco-friendly print options, making your campaign environmentally conscious.

Branded Merchandise

Distribute merchandise with your logo and branding, such as pens, keyrings, or tote bags. This is particularly useful for events or as part of a loyalty program. 

Magazine and Newspaper Ads

Place ads in local or industry-specific magazines and newspapers to reach a targeted audience. Directories or parish magazines, for example, can be useful in reaching local customers.

Business Cards

Business cards are perfect for networking and leaving a lasting impression. It is a chance to showcase you and your company’s branding in a way that will likely be kept for a while.

Why Print Marketing Is Still Important

Although print marketing may fail, businesses can enhance the effectiveness of their overall marketing strategy by integrating it with digital strategies. For example, a QR code on a printed flyer can lead customers to a special online promotion, bridging the gap between offline and online channels.

Print Marketing Case Studies

Aldi Christmas Catalogue

Aldi produces a weekly catalogue of best buys and new arrivals, which is a testament to the power of print. This catalogue is a tangible, visually engaging experience that invites customers to explore new products and one-time offers, often leading to increased store visits and sales.

Coca-Cola's "Share a Coke" Campaign

Initially an online message, Coca-Cola included print media in their ‘Share A Coke’ campaign by offering personalised bottles to buy with common names. This encouraged customers to find and share bottles with names that were personal to them. This blended online and print marketing strategy significantly boosted engagement and sales, proving the power print can have even in the digital age.

Integrate Print Marketing Into Your Campaigns

While digital marketing is inevitable, print marketing shouldn’t be ignored. Its ability to create tangible connections, build trust, and stand out in a crowded digital space makes it an invaluable tool for businesses aiming to leave a lasting impression.

For help in creating a marketing strategy that integrates print marketing, contact us! We can help to deliver your message to consumers online and in person.