With the rapid surge in Internet and digital media, many people are wondering if print media is a thing of the past when it comes to advertising. While there is no denying the power of the web, print media is still one of the strongest and most effective advertising methods, and even outshines digital marketing in several ways. Business cards, letterheads, gift certificates, newsletters, fliers, brochures – there are many different choices when it comes to promoting your business through print.
Studies have shown that 80% of people have never clicked on a banner ad found online. What’s the use of paying for advertising that only 20% of people will actually see? A print is tangible; magazines, business cards, and fliers can stay in your house or office for years, while an Internet ad is gone within seconds! A business card might be tucked away in a wallet or taped to the refrigerator and seen multiple times a day. Think of it this way – a brochure left on a table or on display somewhere can be read countless times, giving your business virtually unlimited and repeated exposure.
Aside from the physicality of print marketing, there is also a sense of credibility that comes with print that will give your practice a professional image. Compared to an ad on the Internet, in a world where there is an abundance of spam and popups, print media seems much more legitimate (and there is no risk of your computer getting a virus). Print ads are often given more attention as well – a website can be scanned in less than 15 seconds, whereas a brochure, flier, or business card is more engaging to the customer and often is given a more thorough look.
Magazines, newsletters, and client information sheets offer the ability to target a specific demographic and connect with an audience who will be interested in the services you are offering. Placing an ad in a specialty magazine conclusive with your business will reach people that may be more difficult to target online.
Print marketing may have more competition these days, but it is still a crucial component to a successful marketing campaign. The key is to know the benefits of every type of marketing, and take advantage of all they have to offer. Print will be relevant and effective as long as consumers read printed words on paper! As long as the overall design and appearance of your materials is cohesive, simple, and informative, print advertising will benefit your practice.