Why Print is Not Dead

The buzz in recent years has been that print is dead, or at least on its way out. Some think that new technology and reliance on digital marketing makes print marketing obsolete. However, custom printing will always be an integral part of a business; including business cards, direct mail, and other print collateral.

According to an article by Marketingprofs.com, direct mail continues to be used heavily, with a 43% share of total local retail advertising. And, according to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communications.

Reasons why print is not dead:

  • Print Promotes Social Media: Social networking has become an important way companies reach their customers. Social media can be fully integrated with any print marketing campaign. It would be hard to find a business card from someone without his or her Facebook, Twitter, or other social networking URL printed on it. According to Marketingprofs.com, slightly over half of respondents to a Nielsen survey said they useda social media advertising campaign in conjunction with print media.
  • Portrays Your Image: Most companies are using some sort of digital marketing campaign, which can make it hard to stand out amongst the others. Since most businesses seem to focus on digital marketing, it leaves print marketing open. Take advantage of this! Think about how quickly you go through emails everyday hitting the delete button, then think about the time you take looking through your pieces of mail. If your print materials are unique they are more likely to receive extra attention.
  • Promotional Products: Print media doesn’t just mean post cards and brochures! It extends well beyond your typical paper materials. Print media can include promotional mugs, magnets, stickers, pens, key chains, T-shirts and so much more. And who doesn’t love promotional products?

People usually think of these products as gifts, so your audience is more likely to hold on to them for longer, helping to build your brand familiarity and create a stronger impression with your audience. According to the Advertising Specialty Institute, 84% of Americans remember a company’s name when they receive promotional products with a logo on it.

No matter what business you are in, print is still an effective medium for creating sales and generating revenue, especially as premium printing techniques continue to evolve. Get creative, put some real thought and effort into your print marketing collateral, and make use of all the tools and technologies available to you.

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