Thanks to the massive increase in digital marketing, working with print advertising is no longer a matter of standing out from the crowd. But does that mean print success is something you can take for granted? Absolutely not—it’s still important to stay on top of your game to achieve success with printed advertising.
Target A Younger Generation
Generation X was more or less the last to grow up in an age where printed direct mail material was the norm. But the younger generations—millennials in particular—have grown up in the digital age, and aren’t so used to receiving this kind of mail. Taking advantage of this by targeting the younger generations with direct mail can achieve some great results, simply due to the element of unfamiliarity.
Another advantage is that the millennial generation in particular is one that desires a high degree of personalisation in the advertising they consume, and receiving physical mail always feels more personal than email, especially when it’s coming from a business. Postcards, catalogues, and other printed marketing materials can have strongly positive effects in terms of both sales and brand recognition, and there’s no reason not to tap into this just because your target audience is younger.
Change Your Focus
For small businesses in particular, establishing a strong sense of community has always been an important part of branding. Increasingly, however, organizations of all sizes are recognising the value of moving away from being advertisers, and towards positioning themselves as community members. How can you achieve this with printed advertising?
By taking a leaf out of the digital marketing book: instead of creating overt advertisements, try creating advertising materials that deliver a different kind of benefit. A quick-and-easy DIY or how-to guide can be a great way of encouraging customers to engage with your brand, and providing simple solutions to common problems can help strengthen brand loyalty.
Leverage The Power Of Social Proof
Online reviews on product pages and on websites such as Yelp are a powerful form of social proof. And these days, such reviews are one of the most—if not the most—powerful influences of customer buying decisions. Because of this, many sites are making more of an effort to incorporate this kind of social proof. Is it possible to do the same thing offline?
There’s no reason why organisations can’t do something similar in print advertising, and in fact, a number of large brands, including the Kia automotive brand, are doing just that. It’s not just an effective way of leveraging social proof, it also helps strengthen the link between your organisation’s online and offline presences.