As the technology and the media continue to evolve, so do the trends in marketing. Social media, search engine and overall web-based tactics seem to be the focus in strategic marketing these days; but it’s important to remember the value of targeted print marketing campaigns.
An article on AGBeat.com lists three reasons to use print marketing campaigns over digital: A home field advantage, a little something extra, and a way to expand your reach.
1. Home Field Advantage – “Some consumers would rather go someplace with a physical storefront than just browse online, and with the use of print marketing, you can reach a whole new demographic,” writes Charlene Jimenez.
2. Something Extra – Sending a gift certificate, coupon, or note during a holiday or birthday keeps your name fresh in your customers’ minds and establishes brand loyalty.
3. Expanding your Reach – One in five people in the world may have a social media profile, but not each person is an active user and potential customer for your business. In addition, some occasional Facebook users may not have the time to “hang out” on the social website. They do, however, check their mailbox (the real one) at home. And that’s where print marketing comes in. Use market research and data to find where your customers are, and target your audiences accordingly.
This isn’t to say that we don’t love digital and social media marketing tactics – especially social media, because it’s so inexpensive and can be an invaluable asset to a small business’s marketing strategy. But remember: The most successful marketing plans are those that are tailored to a company’s specific needs and employ a combination of tactics, from online to print to word-of-mouth.