Print media has been a powerful tool for advertising for centuries, and even in the digital age, it continues to be an effective way to reach customers. Postcards, circulars, flyers, catalogs, calendars, and direct mail are all examples of print media that can be used for advertising purposes. In this post, we will discuss the effectiveness, reach, ability to target customers, response rate, and return on investment of print media compared to online advertising.
Tangible & Lasting Impressions
Print media is effective because it is tangible. Customers can physically hold the postcard, mailer, or catalog and interact with it. If it’s something they are interested in, they may even set it aside on a counter or place it on their refrigerator, allowing you to receive multiple impressions for days or weeks from the same piece. This can create a more lasting impression on the customer than an online advertisement, which can be quickly scrolled past or closed.
Consumer Trust
The physical presence of the print media can also create a sense of legitimacy and authority that online advertisements may not have. In a survey conducted by MarketingSherpa of which advertising channels people trust most when making a purchasing decision, 82% of respondents said they trust print ads and 76% said they trust ads they receive in the mail, compared to 43% for social media ads, 39% for online banner ads, and 25% for online pop-up ads.
Wide Reach
Print media also has a wide reach. Direct mail can be sent to specific geographic areas or to entire mailing lists, while catalogs can be distributed to a broad audience. This allows businesses to target both existing and potential customers. Additionally, print media can be placed in public spaces such as waiting rooms or retail stores, increasing the potential reach even further.
Target Demographics
Another advantage of print media is its ability to target specific customer demographics. For example, a clothing store could send a catalog featuring men’s clothing to male customers and a separate catalog featuring women’s clothing to female customers. Mailing services are available that can target your piece by age, gender, income, shopping habits, and other criteria that allow you to focus your advertising dollars on those most likely to be interested in your product or service. This level of customization is not always possible with online advertising, which may reach a broader audience without targeting specific demographics.
Response Rate
The response rate for print media can also be high. According to the Data & Marketing Association, direct mail has a response rate average of 5.1% for house lists and 2.9% for prospect lists, compared to just 0.6% for email marketing. This means that for every 10,000 pieces you send, you’ll get a response from an average of between 290 to 510 people for direct mail and an average of 60 for email marketing. The response rate for print media can also be tracked and measured, allowing businesses to determine the success of their advertising campaigns. When it comes to open rates for direct mail compared to click-through rates for email advertising, direct mail leads with 80%-90%, while email trails with 20-30%, according to PostGrid.
compared to a click rate of 20-30% for emails.
Return on Investment
Finally, print media can provide a strong return on investment. Although the upfront cost of printing and mailing can be higher than online advertising, the tangible nature of print media and the potential for high response rates can make it a worthwhile investment. In fact, according to the Data & Marketing Association, the average return on investment for direct mail is $10 for every $1 spent.
In conclusion, print media, including postcards, mailers, catalogs, and direct mail, is still a powerful tool for advertising. Using print media in conjunction with digital marketing can give you the best results. According to Passive Secrets, “Using direct mail together with other digital advertising channels can lead to a 28% increase in conversion rate and a 450% increase in response rate.” So it’s still wise to include print media in your marketing plans.
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