I recently came across an ad for pest control and home deep cleaning services along with my morning paper. Its been a while since i actually took notice of a printed ad being slid into the paper for such a cliche industry.
This got me thinking and I immediately called my friend who runs a home decor studio to check with him if he uses such print tactics. To my surprise, he told me that it has a higher frequency of viewing than the digital press and that he has been increasingly doing printed material to advertise for his business.
He told me that printed advertising has become a central part of his offline marketing strategy as a small business.
What surprised me the most is that, most folks take print advertising for granted and don’t put in the thinking really needed for it and they focus a lot on spending money on digital advertising simply because they can measure it.
But, simply because one cannot measure the effectiveness of print, it does not means its not effective in helping a small business network and create opportunities for business growth.
Can a small business really grow using print media?
There are 5 specific ways in which print media can really help a small business grow. These are somethings that were clear for business owners a few decades ago when there was no internet, but not so obvious to the internet first generation who are also business owners.
Credibility and Trust: There is an inherent credibility associated with print media. Any small business that advertises using billboards is perceived to be a well established trustworthy business. The process of publishing in newspapers, magazines, or creating well-designed brochures gives a business a sense of legitimacy and professionalism. This aspect is particularly crucial for small businesses looking to establish trust and a positive reputation within their community. People tend to trust print ads more than digital ads, as they are less associated with scams and fake news.
Tangible Connection: Print media creates a physical, tangible connection between the business and the customer. A user will end up using more than two or three human senses to interact with a print ad. Unlike digital ads which stimulate only the sense of sight and that can be skipped or ignored, printed materials like brochures, flyers, and business cards can be held, stored, and revisited. This physical presence often results in higher engagement rates. For a small business, this means potential customers are more likely to remember the business and its offerings. ‘The quality of the print can reflect the quality of the business’, creating a lasting impression.
Targeted Local Marketing: Print media excels in local market penetration and can use to promote your brand and reach new audiences. For a small business, local communities often represent the core of their customer base. By using local newspapers, community bulletins, and regional magazines, a business can effectively target the audience most likely to engage with their products or services. This geographical targeting ensures that marketing efforts are not wasted on a broad audience that is unlikely to convert into actual customers.
Niche Audience Engagement: Print media often caters to specific niches or interests. By advertising in specialty magazines or community-specific publications, small businesses can directly reach an audience that is already interested in their particular niche. This targeted approach ensures that the marketing message reaches those most likely to respond positively, leading to higher conversion rates and more efficient use of marketing resources.
Integrating with Digital Campaigns: In today’s world, a synergy between digital and print media can be highly effective at enhancing your digital marketing strategies. Small businesses can use print media to drive traffic to their online platforms. For instance, QR codes on print ads can lead customers to a website or social media page, effectively combining the reach and tangibility of print with the interactive nature of digital media. This integrated approach can significantly enhance the overall impact of a marketing campaign
How printed advertising builds brand credibility for a small business?
The most important factor for choosing a print advertising as an option for a small business is that there a unanimous agreement that printed advertising helps build credibility for a business.
- Longevity of Message: Print media often has a longer lifespan than digital ads. A magazine or a brochure can stay in a house or office for months, continually exposing the reader to the business’s message. This longevity ensures that the advertising continues to build brand recognition and credibility over time. The persistent presence of print marketing in a customer’s environment keeps the business in the customer’s minds, reinforcing the brand’s credibility.
- Consistent Branding: Consistency is key in brand recognition and trust. Print marketing allows businesses to consistently showcase their brand across various forms of media. From logos and color schemes to messaging, consistent branding across all print materials reinforces brand identity. When a business presents itself consistently, it builds familiarity. Familiarity leads to trust, and trust is the foundation of credibility. Whether it’s through direct mail, posters, or magazine ads, consistent branding in print advertising solidifies a business’s presence in the market.
- Perceived Endorsement in Publications: When a business’s advertisement or article appears in a reputable print publication, like a well-known magazine or newspaper, it often benefits from the perceived endorsement of that publication. Readers who trust the publication are likely to transfer some of that trust to the businesses it features. This association can significantly boost the credibility of a business, especially if it’s featured in a publication that aligns with its values and target audience. For instance, a local artisan featured in a respected local lifestyle magazine may gain credibility among community members who value local businesses.
- Educational and Informative Content: Print media allows businesses to provide educational and informative content to their audience. For example, a business can produce printed guides, whitepapers or newsletters that offer valuable information relevant to their industry. By sharing expertise and insights through print, businesses can position themselves as knowledgeable authorities in their field. This not only educates the target audience but also builds the business’s credibility as a trusted source of information.
How does print media work to give benefits to a business?
Overall in addition to building credibility and trust, there are some benefits that a business stands to gain when investing in print media to promote their business over and above digital advertising. These are not direct benefits to growth, but how print media acts as a forcing function for business owners in their thinking.
- Building a new network of other businesses – All small businesses who use printed advertising, partner with small businesses who offer print marketing services. This extends the partnerships in many ways that digital mediums cannot.
- Keeps the business authentic – Since print marketing is intended to remain in the customer’s presence for a longer period of time, the business employing print marketing tactics are more likely to retain their customer promise since its not very easy to change conditions after distributing printed material unlike terms and conditions on a digital campaign
- Forces the business owner to prioritise the right marketing communication – In the digital space, if you make a mistake with your communication, you can change it instantly, but not with print media. It acts as a forcing function for the business owner to think through the entire marketing spiel before it goes out.
What are the types of print marketing and advertising that really work in today’s digital era?
Some of the forms of print marketing that really work even today with the upswing of digital ads are related to the timeless nature of how humans want to interact with all their sensory organs. All printed materials that tease multiple human senses tend to stand the test of time. Some of them are
- Direct personalised mails
- Business cards
- Bill board ads
- Point of sale branded freebies
- Customised packaging
- Product catalogues
These are mediums that usually encourage a deeper interaction with the customer and digital alternatives don’t really give customers the feel of authenticity that these provide. These print marketing items will continue to matter for a long time to come.
Do people even read small local magazines for printed advertisements to work?
There are magazines that demonstrate that print media, especially in niche and local markets, still has a significant role in today’s digital era. They cater to specific interests and communities, offering targeted content that resonates with their readership, making them valuable platforms for businesses looking to connect with specific demographics.
Counterpoint: This magazine is known for its unique hand-bound and risograph-printed issues, using soy-based inks and recycled paper. It stands out for its focus on themes like failure, featuring a variety of content from interviews to essays and recipes, making each edition a collectible item.
Courier Magazine: This bi-monthly magazine is packed with case studies, advice, tips, and stories about creators and dreamers. It reaches a wide audience, from Tokyo bookshops to Brooklyn bodegas, offering valuable insights for those looking to build a business they love.
Backstage Talks: It’s a magazine that facilitates in-depth dialogues on design and business. By focusing on how decisions in the creative world shape our environment, it appeals to a niche but engaged audience of professionals in the design and business sectors.
As you can see, the magazine really works in a specific Niche. I have listed out 3 examples above, but every niche has a thriving offline publication that has little to no competition. The work for the small business owner is to find these publications out and use them for advertisements or paid promotions in these.
Some tips that work which a business can use for print advertising
There are some tips that have worked for small business owners that i am regularly in touch with. It depends on what is relevant for each business in terms of adopting these tips. However, the following tactics have universal appeal and can work for all small businesses.
Start Local and Expand: Begin with local advertising to establish a strong base in your community, then expand your reach. Understanding your customer demographics helps tailor your marketing campaigns more effectively
Direct Mail for Personal Reach: Direct mail, like postcards, letters, and brochures, can provide a more personal touch. Use eye-catching designs and include promotions or discounts to track the campaign’s success
Incorporate Effective Labels: Use customized labels on envelopes, packages, and products to enhance your brand’s professional appearance and aid in recognition
Branded Office Supplies: Branded stationery, calendars, and meeting materials can keep your business top-of-mind all year. These items are often used daily, providing continuous exposure.
Focus on Persuasiveness and Longevity: Ensure your ads are persuasive and have a lasting impact. They should be part of a broader campaign with a consistent message, enabling multiple executions under the same concept
Current trends in print advertising for small business owners
There are broadly 2 trends that we can see today when it comes to small businesses incorporating print marketing.
Innovative Design and Technology Integration: Businesses are increasingly embracing advanced design and technologies in their print advertising. This includes techniques like shimmer printing, which adds a unique, eye-catching 3D effect to printed materials, and laser cutting, which allows for precise and intricate designs on a variety of materials.
These techniques help businesses’ printed materials stand out and capture the attention of potential customers more effectively. There is also a growing trend in using augmented reality principles in print advertising, providing an immersive experience for consumers. This can be achieved through elements like QR codes that link to digital content, adding an interactive dimension to traditional print materials.
Focus on Quality and Personalized Approaches: There is a shift towards prioritizing quality over quantity in print materials. This means choosing better paper and print quality, which conveys a sense of value and care to the customers. Additionally, personalization is becoming increasingly important. Businesses are looking to create more personalized and targeted print campaigns, such as custom direct mail that appeals to individual customers or segments.
This approach not only enhances customer engagement but also fosters brand loyalty. The trend also includes a local and personalized approach, moving away from corporate and broad-reach campaigns to more community-focused and individualized marketing efforts.
These trends are broadly aimed at breaking through the clutter and advertisement saturation that is seen in digital media and digital ads.