POWER OF PRINT
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In the digital world , your potential customers are clicking through content so fast it can be hard to hold their attention for more than a second or two . Print marketing creates an opportunity to slow them down . While websites are skimmed in as little as 15 seconds , users spend an average of 43 minutes reading a magazine . Furthermore , consumers trust print ads 34 % more than search engine ads when making purchasing decisions , meaning your potential customers are more likely to convert when you advertise to them in a print format . You may have heard that print is dead , but with statistics like these , we at Tulip Media Group know that ’ s simply not the case .
The reality is that print is tangible , it is credible , and it ’ s more engaging than anything found online . Our brains are designed to engage with physical materials . We are not wired to stare into screens as much as we do . Print provides a much-needed reprieve for your potential customers while simultaneously encouraging them to engage with your brand both on and offline .
In this article , we ’ ll explore all of the benefits of marketing in print and go over how to integrate print effectively into your overall marketing strategy .
BENEFITS OF MARKETING IN PRINT
Did you know that print marketing campaigns receive 37 % more engagement than their digital counterparts ? Since print readers don ’ t have the option to instinctively exit out of a magazine like they do a blog post or social media page , printed materials achieve prolonged exposure for your brand . Print readers are also more likely to remember an advertisement they saw in a magazine or newsletter than one they saw online . This means the impressions you make in a printed piece have a better chance of securing a conversion later on .
Unlike the blog posts you share on your social media pages , articles you read in a magazine feel more credible . Printed marketing materials simply provide a feeling of legitimacy that potential customers feel comfortable engaging with . If readers have the magazine with them during social engagements or client meetings , they ’ re also likely to physically share a printed article they read . The difference between sharing an online article and a print article is that a print article can be stored in a safe place until it is ready to be viewed . Typically , if an online article isn ’ t read at the time it is shared , it won ’ t be read at all .
Because print is tangible , it can stay for long periods in one place . When your magazine is received by your potential customers , it might stay in their homes or offices for months or even years . Think of all the brand exposure and engagement each magazine could generate in that period of time . Compare that to the five-hour shelf life of a blog post shared on Facebook .
HOW TO USE PRINT MARKETING EFFECTIVELY
The most effective way to integrate print into your marketing strategy is to use it as a bridge to your digital and interactive marketing strategies . When you incorporate a link to your website in your printed marketing materials , 44 % of readers will visit and engage with you online . When you use your printed marketing material to encourage readers to engage with you online , it directs them right into your sales funnel and encourages them to interact with your business directly . This is the best way to generate real revenue using print marketing .
To successfully execute your print marketing strategy , make sure that everything you print is consistent with the messaging you ’ re using online and in person . Print is an excellent means to establish your brand , but it ’ s important that all of the elements of your marketing strategy are aligned . If your magazine uses different style , tone , language , or imagery than your online publications and your salespeople , you could risk losing credibility with your audience when they move to engage with you in other formats .
Of course , you need to know where to send your printed magazines and newsletters to improve your chances of securing these conversions . Fortunately , you can leverage demographic data to find out where your target audience is . When you know where to find your target market , you can strategically place your printed marketing materials in the right place at the right time for them to find .
Print is real . It gets noticed . It stands out . You can touch it , feel it , hold it , and even smell it . At Tulip Media , we are huge advocates for marketing with print because we ’ ve successfully leveraged it to secure new business for our Client-Partners and for ourselves . We ’ ve seen firsthand the ways it can tap into the corners of your markets you just haven ’ t been able to reach . Let us put it to work for you . Talk to us about marketing with print today at www . TM . Media / Magazine .
Stacey O ' Brien is the VP of Everything at Tulip Media Group and best-selling author of The Ultimate Culture . Stacey has excelled in the business management space for over 20 years . Stacey ' s first book , co-authored with Erika MacLeod is available on Amazon : TM . media / UltimateCulture
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