Social media, emails, and push notifications—these are some of the most common ways that brands bombard their audience on a daily basis. But are customers even tuning into your ads?
With Gen Z becoming increasingly aware of advertising tactics and sales techniques, businesses have got to step their game up if they want a chance at capturing their target market’s attention.
According to surveys regarding media preferences, it looks like print media may just be the Swiss knife you need to stay ahead of the competition.
Let’s have a look at some of the reasons why.
Reach Print-Loving Customers
Despite the prevalence of social media and digital marketing, not all customers prefer to receive their communications through a screen.
According to a 2023 survey, many consumers prefer reading books (72%), magazines (72%), and newspapers (55%) in print over digital. Many even reported having a deeper sense of trust for printed articles over those consumed on digital platforms.
This tells us that the best marketing strategies must reflect these preferences by allocating a proportionate amount of funds toward print media. Personalised direct mail campaigns, such as postcards, can be a highly effective way to engage with this audience. So, by partnering with mail houses to diversify your marketing strategy, you open the door to customers who you (or your competitors) haven’t previously had access to!
Nurture Existing Customers
Building and maintaining customer loyalty is crucial for long-term success. Print media provides a personal touch that is often lacking from digital communications.
Where a nurture sequence or drip email campaign can very easily come off as spammy, ending up in the junk bin, a customized direct mail postcard can make a lasting impact.
To stand out from your competitors, send special offers and personalised materials to your existing customers. Doing so will make them feel valued and appreciated in a way that digital marketing simply can’t.
Print Media = More Credibility
A big reason why customers are more likely to trust print media also comes down to what a physical marketing material implies—an investment in their brand and their audience. Logistically, a print media campaign can easily require more planning, research, and investment than sending out thousands of emails on a weekly basis.
The added effort of a print media campaign thus signals to your clients that your brand is committed to excellence, detail, and investing in their audiences. When you invest in print, you’re setting yourself apart from your competitors by saying “We care about our clients and the quality of our brand representation.”
And in the saturated world of digital marketing, that message can go a long way.
The Longevity of Print Media
Finally, companies that use print media have a distinct advantage over their digital-only counterparts—longevity.
Ever wonder why mail houses are still thriving today? While emails and social media posts can disappear from your inbox or your feed in the blink of an eye, printed materials can last for significantly longer periods of time.
A well-designed brochure or business card can sit on a desk or shelf for years, continuously reinforcing your brand message!
Using Print Media to Gain a Competitive Advantage
Now that you’re convinced that print media is crucial for making a mark on your industry, here are some of the most common ways to integrate it into your marketing strategy:
- Direct mail postcards
- Business cards
- Brochures
- Letterheads
- Catalogues
- Stickers
- Magazines
- Envelopes
If you’re overwhelmed with the options and unsure of where to even start, get in touch with our mail house today! We’ll help you curate the perfect print media strategy to complement your digital marketing and connect with those print-loving customers.
