Slicing Through Digital Clutter
Few would deny that the digital economy is changing consumer shopping behavior and the way businesses communicate with customers. Similarly, neither can it be denied that increasing numbers of companies are switching to digital advertising strategies. A recent report in Advertising Age says global digital advertising spend will increase 16 percent in 2015 over 2014. This increase is coming mainly at the expense of print and other forms of traditional advertising, which many pundits claim presages the demise of print advertising. Despite all the pundit reporting on the death of print advertising, the reports are greatly exaggerated. The digital ad space is cluttered with advertising messages intruding on our online experiences. Digital advertising clutter not only annoys audiences, it diminishes advertising effectiveness, making it exceedingly difficult for companies to get noticed and to differentiate effectively.
The Print Renaissance
That’s why print campaigns is one of the best kept secrets on the planet. While companies afflicted with the herd mentality scramble to out-digitize their competitors, many companies are prospering from the benefits of having a great print campaign.
They’re rediscovering the effectiveness of print media for stand-alone print campaigns and as a critical component of integrated marketing campaigns. Print campaigns are having a renaissance, because advertisers around the globe are going back to basics and rediscovering that print advertising not only has awesome effectiveness, it gives advertisers exclusive benefits that digital and other advertising platforms advertising simply cannot match.
Be an Authority & a Trusted Source
WATCH YOUR CLIENTS FLOCK TO YOU
Print has credibility and authority that people find lacking on the Internet. The U.S. advertising industry trade publication, Advertising Age, reports from research by MediaVest that people trust print more than the web for almost every product and service category except for medical, and are seven times more likely to trust print for beauty and fashion content.
INFLUENCE THE INFLUENTIALS
If you want to build a tribe of influential consumers who sway other consumers, no other advertising platform beats print. A recent survey of American consumers by Market Research Insight – MRI – reported that 61 percent of people who have the quality of being able to influence other people – the so-called influentials – are themselves influenced by magazines and 53 percent by newspapers.
SUPERIOR BRANDING CAPABILITY
The branding process is about your ability to establish a set of positive and favourable associations about your business in the minds of people. Your brand equity is the measure of the ability of the favourable associations you place in people’s minds to sway people to buy your stuff at a premium price in preference to your competitors’ stuff.
According to research using MRI brain scans by global branding agency, Millward Brown, physical media – print – left a “deeper footprint” in the brain than digital. Moreover, the study revealed that print materials involved more emotional processing by study participants.
BE MORE ENGAGING
Because print materials involve more emotional processing, print readers are more engaged, more focused on reading. Contrast reading print material with browsing the web with multiple tabs open and television noise in the background. Your advertisement in that type of environment has a high risk of not being noticed. A research study from Ball State University as reported by Folio Magazine confirms higher reader engagement for print materials. The research revealed that readers are focused exclusively on reading a newspaper or a magazine 85 percent of the time and not multitasking while trying to read.
CREATE HIGHER AD & BRAND RECALL
The Millward Brown study of MRI brain scans also reported that print material has better memory stimulation ability. Print generates increased activity in the cerebellum. The cerebellum is associated with spatial memory networks and emotional processing. In lay terms, readers are more likely to remember your ad and your brand in printed material compared to other advertising platforms, because reading requires more brain activity. The brain must be functioning and active to remember stuff.
MAXIMISE YOUR MARKETING WITH SUPERIOR TARGETING
Be it newspapers, magazines or direct mail, print media gives you superbly efficient targeting ability to reach your target market and select niche audiences. When placing your ad across digital networks, you can never be quite sure you’re reaching the intended audience when you want to reach that audience.
DRIVES ONLINE SEARCHES
Many shoppers actually start online searches for merchandise and services after seeing a print ad. According to a survey by the Retail Advertising and Marketing Association, 47.2 percent of consumers said they began an online search after seeing ads in magazines and 42.3 percent for newspapers.
Moreover, you open up a world of possibilities by integrating print into your digital campaigns with QR codes – Quick Response Codes. When shoppers scan your QR code with a smartphone, they’re sent to your homepage or a special promotion page on the web.
GREAT ADVERTISING DESIGN DRIVES A GREAT PRINT CAMPAIGN
A print campaign is no more effective than the graphic design used in your print ads. To fully maximize the potential of print media, start with your graphics. Use words to support your graphics. Great graphics make for great print campaigns simply because normal people’s brains are disengaged most of the time, even during waking hours. They remember only 10 percent of what they read, but more than 50 percent of what they see. Unless you’re advertising to an extraterrestrial or interdimensional species, insist on killer graphics and a world-class graphic artist who knows how to do print advertising graphic design.
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