But these days, more businesses are finding new strategies and creative branding ideas to merge the physical and digital world. Print advertising isn’t void of innovation.
What is print advertising?
A widely used form of advertising, print advertising uses physically printed media to reach potential customers. These advertisements are printed in magazines and newspapers and often come in fliers or brochures as well. Essentially, anything published on print media to capture the attention of a specific target audience falls under print advertising.
How do businesses use print advertising as a marketing tool?
Businesses can use print advertising as a marketing tool in many different ways. Below are among the most common applications:
Creating physical connections with potential clients is important. Here, print advertising comes to play through business cards printed with a business name, address and contact information.
Customer loyalty programs help maintain sales and grow a business’s customer base. Businesses can hand out loyalty cards with their logo on them. Loyalty cards make repeat customers and are tangible print ads for the company.
Banners and posters
Other excellent examples of print advertising are posters and banners. Business owners use these types of print and hang them in their shop windows or around the vicinity of their store location to amplify their promos. In addition, posters and banners allow for flexible designs and material options.
Using local advertisements in newspapers is a technique that works well in small communities. Although the primary medium for people to get their news has shifted heavily on the internet, studies found that about 67% or two-thirds of residents in rural towns still buy and read the local community newspaper. Thus, placing an ad in a local newspaper, school newsletter or local bulletins is still good practice.
You can find many printing companies that offer affordable rates to help you maximize your print ads. They also provide a variety of printing options and a creative vision for your materials.
5 engaging marketing print advertising ideas you'll love
If you’re planning to broaden your customer base through print advertising, these ideas are for you.
1. Choose publications that suit the profile of your target demographics
Just like how various marketing channels appeal to different customers, publications have their intended readers, too. Research and evaluate what type of publications your potential customers are reading and how likely they are to buy your service or product if they read your ad.
2. Add value with coupons
Educating consumers about your product is one of the many different ways you can use print ads. However, you can offer more value by including coupons in your ads.
A study by The Omnibus Company and RetailMeNot found that 96% of Americans use coupons. Offering coupons isn’t limited to a particular location, age group or gender. Coupons also offer a tangible incentive for consumers to act on the promos sooner than they intend to.
3. Convey a unified message
There’s a high tendency to cram too much information into a print ad, especially since the price for an ad space costs a lot in a print publication, but that’s ill-advised. A print should have one, specific message that can be conveyed through concise text and a catchy image.
Determine the purpose of the print ad campaign. It can be about providing updates on a newly launched product line, promoting offerings for brand awareness, or reaching a new audience segment. Whatever it is, keep your print ad brief, snappy and unforgettable.
4. Use high-quality images and minimal text
Make your print ad’s design straightforward. Choose your colors wisely, use white space where you can and always stick with a clear, bold font. Most readers will glance at an ad very quickly without paying much attention to every detail, so the adage “Show, don’t tell” fits perfectly with print ads.
Use visual elements commonly associated with your brand like your trademark colors and logo. You may also apply a focal point, such as a person or the product itself, to catch the reader’s attention. Whatever strategy you prefer, your message should flow well with all the elements in your print ad.
5. Combine print with digital techniques
There are several metrics to evaluate whether a print publication is effective, although print advertising may not generate analytics reports as fast and convenient as digital ads do. You can leverage digital for your print ads by creating a landing page to track your print campaign via Google Analytics or other metric reporting services.
Find out the exact figures for users, web sessions and other data of your print ad. You may also use QR codes associated with a UTM link that will drive consumers to your website. These methods should allow you to measure conversions and assess the performance of your print ad campaigns.
Print advertising remains a relevant marketing strategy even in today’s increasingly digital world. If you want to tap on your target markets and be wherever they are, use a variety of tactics in print advertising or marketing. Being physically present where your audience can see you can bring lasting impressions.