The most important benefit of print media is tangibility.
By triggering multiple senses, print media will add to the effectiveness of your message. Martin Lindstrom, writer of Brand Sense, says that when brands appeal to more than three senses, advertising effectiveness will increase with 70 per cent.
In many ways, print is the ideal marketing medium: it’s available in both large and small numbers, can be accessed easily, and is engaging, versatile and creative.
All types of print media has their own unique quality and role in their readers’ lives. For newspapers, they become part of their readers’ day as they educate and inform with credibility and trust, while consumer and customer magazines create engagement through entertaining content. Direct mail uses its ability to gain access to people’s homes and lives to deliver a targeted sales message, while door drop have an enviable reach and ROI. Finally, catalogues provide inspiration for customers before leading them online to make the purchase. On their own, each channel fulfills a vital marketing role. When combined with other media, they are a highly effective force for any campaign, for any brand.
The key to successful marketing is engagement, drawing your customer in through attention-grabbing content before rewarding them with a worthwhile offer or service. Print media is a trusted source for news and other information and consumers take time to read a door drop leaflet, magazine or customer magazine.