5 Reasons to Rethink Your Print Marketing Strategy

Businesses that wish to engage in non-traditional forms of marketing are seeing print as new again.

Published on 18 August, 2017 | Last modified on 2 June, 2022

Businesses that wish to engage in non-traditional forms of marketing are seeing print as new again.

The current marketing landscape is interesting. Despite some peoples’ cries of, “Print is dead,” retailers are still creating effective, impactful print marketing campaigns.

Revamping an existing marketing strategy to improve its effectiveness has become an increasingly popular option. Print strategies can include ads in magazines and newspapers, postcards, direct mail packages, catalogues, door hangers, newsletters, and billboards.

1. Vintage is in
Although digital advertising appears to be the most talked about form of marketing, print is making a comeback. Businesses that wish to engage in non-traditional forms of marketing are seeing print as new again. Customers are becoming numb to digital advertising and more reactive to tactile forms.

Marketers create unique content as a customer retention strategy.Marketers create unique content as a customer retention strategy.

2. Less audience development
Emmett James, vice president and creative director of Los Angeles-based marketing agency Ignition Creative, told JCK Magazine that when conceptualising a visually appealing and effective print ad, marketers should treat their target audience with respect. James also suggested that the advertiser’s goal is to identify each product’s unique selling point and visualise it.

According to the Content Marketing Institute (CMI), the cost of customer development is less expensive for print because if they want to distribute a magazine, their customer mailing list is available. This alleviates the need for qualifying subscribers.

“The cost of customer development is less expensive for print.”

3. Customer Retention
According to CMI, 64 percent of B2B marketers create unique content as a customer retention strategy. Carlos Hidalgo, CEO of Annuitas Group, said during a recent CMI webinar that the biggest mistake marketers make is neglecting customers after their purchase.

Plum Tree Marketing also cited a direct mail survey from Pitney Bowes, noting that 70 percent of customers have renewed a business relationship because of a direct mail promotion.

4. Attention-grabbing
James, who worked on ads and marketing for popular television shows such as “Project Runway,” “Arrested Development” and “The Good Wife,” told the magazine that print advertising has the potential to reach a much broader audience domestically and internationally. This is due in part to the visceral connection people have with print versus online ads.

Furthermore, CMI reported that since people are receiving less mail overall, there is a greater opportunity for audiences to pay attention.

5. Print excites
Since customers aren’t used to seeing as much tangible mail anymore, they tend to get more excited about receiving print advertising, like catalogues.

According to CMI, journalists are having difficulty finding people to agree for an interview online versus one in print. This may be due to the fact that consumers view print as more credible than online content.

Additionally, a growing number of people are seeking time to “unplug,” which gives them an opportunity to turn to print media.

Free Account  Organization Apps like Mimeo Help You to Control Your Print and Digital Content

Mimeo was created to give people back time. Users can upload content to their digital library and organise files by folders. Want a hard copy printed? Build, proof, and ship in a few minutes. Content can even be shared with varying levels of permissions to other Mimeo users. No order minimums, no commitments, 24/7 support! 

flipping (6)Users can place a print order for delivery to hundreds of locations with a single click. Instead of hundreds of emails, easily view and map the status of each shipment. What would have once been a massive undertaking is now organised in one screen.

Click around a free account and start organising your content, regardless if it’s a single poster or 1,000 different corporate brochures varying by geographic region or brand. No minimums, real-time pricing.

Now cross a content-related project off of your to-do list!

Mimeo Marketing Team

Mimeo is a global online print provider with a mission to give customers back their time. By combining front and back-end technology with a lean production model, Mimeo is the only company in the industry to guarantee your late-night print order will be produced, shipped, and delivered by 8 am the next morning. For more information, visit mimeo.com and see how Mimeo’s solutions can help you save time today.