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News Archive

Keeping Printed Materials in your Marketing Mix

Being a business owner in the digital age, you’ve probably been told that “print media is dead” more times than you can count. In reality, that couldn’t be further from the truth. It is as important as ever to effectively combine traditional and new media when forming a successful marketing campaign, or when simply spreading your organizations' message. Print marketing still works, it all depends on how you’re utilizing it. 

 

Print is personalized

 

Ask any marketing professional and they’ll tell you that personalization works. What better way to target and speak to a specific audience than with personalized mailers. It’s proven that nearly 80% of consumers feel more inclined to open a physical piece of promotional mail than a promotional email. It becomes entirely too easy to click delete than it is to hold something in your hand and not engage with it. 

 

Print gets hyperlocal

 

Reaching customers in your immediate surroundings can be harder than it seems without the use of printed materials. Anything from direct mail, posters, flyers, and business cards can be easily distributed through your local market and increase your brand sentiment. Print, when used in combination with search engine marketing, or online geo-location services, you can pinpoint customers with specific offerings right down to the neighborhood scale. 

 

Print = more reads

 

In more ways than one, it’s been consistently proven that printed material gets read more than digital. In the case of direct mail, the action and response rate is nearly double that of its email counterpart. With other materials like brochures or print advertisements, surveys have found that even the most tech-savvy millennial audiences claim printed materials to be easier to read and digest the information from. Nearly 92% of respondents appreciate holding a physical piece of information and the fewer distractions and eye strains that accompany it. 

 

Print is more trusted

 

Print marketing is believed to provide a deeper understanding of the content provided, and when it comes to making a purchasing decision, 34% of 2000 respondents say they trust printed materials more than search engine results. Compelling print advertisements are more credible, require less cognitive effort, and are easier to interpret. 71% of those 2000 people claim to not pay attention to online ads at all and 59% say they just don’t trust them. 


Although print marketing works (and works well) you would never go 100% traditional media. A marketing mix is just that, a mix. When working as a team, print and digital can combine for some powerful results. As long as your message remains consistent throughout every channel, the two should work together to create your optimal marketing strategy.

 

Contact the Four Color Press Print Expert Team

 

While we can’t speak for the digital aspects, when it comes to print - we’re here to help. Reach out with an email, or call us at 817.336.4300. As the most experienced printers in the Dallas/Fort Worth area, we at Four Color Press pride ourselves on offering the highest quality work at the most competitive price. Visit our site or come say hi in store, we’d love to hear from you!