In any relationship, having multiple points of communication can make connections stronger.<\/p>\n\n\n\n
Say you\u2019re working with someone and then meeting them for happy hour later\u2014you form a stronger bond since you\u2019re seeing them outside of the office too. It works the same way in marketing\u2014when you use multiple channels to engage your prospects, you can build better relationships.<\/p>\n\n\n\n
Reach your prospects with a billboard on their way to work, a magazine ad when they relax on the weekends, and a sign that they pass as they run errands in the evening. Conventional marketing wisdom holds that people need to see a message at least nine times before they act on it, and using a multi-touch campaign is a surefire way to rack up those moments!<\/p>\n\n\n\n
Related: Multi-Touch Campaigns<\/strong><\/a><\/p>\n\n\n\n One important part of any print strategy is knowing your audience and where they\u2019re getting their information. Our world has become increasingly fragmented, with so many media options that it can be difficult to reach your audience with just a couple of channels. If you stick to one or two, you\u2019re likely to miss prospects who aren\u2019t using them. When you implement a multi-channel print campaign, you\u2019re increasing the chances of getting noticed by everyone in your target audience.<\/p>\n\n\n\n Going multi-channel is also more cost-effective than one-off advertising. If you are engaging a team to create a direct mail piece, print ad, billboard, POS signage, or other print piece, you\u2019re already investing in producing that ad. It makes sense to leverage that photography and content in other print vehicles too. You can also repurpose these ads for digital advertising through online content offers, social posts, free videos, and interactive apps to provide real value to your prospects and maximize your overall spend. This is the power of combining print!<\/p>\n\n\n\n Related: 14 Direct Mail Ideas Your Boss Will Love<\/strong><\/a><\/p>\n\n\n\n Although marketers often sing the praises of digital advertising, print is still a force to be reckoned with. For one, people trust most print advertising more than digital ads. A full 82% of consumers<\/a> trust print ads when making a purchasing decision, versus 61% for search ads (and far less for other digital ads). Whether this is due to the longevity of print or the fact that people feel bombarded by digital ads, it\u2019s certainly a feather in print\u2019s cap. Surprisingly, younger people also find print easier to read than digital content. Ninety-two percent<\/a> of the 18-23-year-old set say that print is easier to read than digital content\u2014and one study found that print ads demand 21% less cognitive effort<\/a> to process. Finally, when measuring sales, research revealed that 80% of consumers actually act on printed mail ads<\/a> (45% act from digital ads). Want to see for yourself? Watch how well your direct mail performs by using personalized URLs. Direct mail is surprisingly effective. Its response rate is 37% higher<\/a> than email response rates.<\/p>\n\n\n\n Related: PURLs of Wisdom<\/strong><\/a><\/p>\n\n\n\n Print certainly works well on its own. But the even better news is that print works well with digital too. When you combine the two, watch out: effectiveness for online campaigns jumps up by 400<\/a>%! It helps to think of your overall strategy as reaching prospects where and when they need to see the message – the format is irrelevant. So you might run ads on Facebook, which your prospect will see while shopping at the mall, and you can reinforce the message with signage outside your storefront. You could also reach that same person with a magazine ad later in the day. Like an ongoing conversation, the messaging starts to layer nicely!<\/p>\n\n\n\n Related: Ironmark\u2019s Digital Marketing Services<\/strong><\/a><\/p>\n\n\n\n To make direct connections between print and online advertising, you can use a QR code in your direct mail or print ad to send the viewer right to a webpage. Thirty percent of people<\/a> who notice a print ad will ultimately also go to the webpage. This number is up to 27% in 2020 from 12% in 2009, with intent to purchase increasing to 22% (7% in 2009). You can also use your social media icons in all messaging to remind viewers to look there. On the flip side, you can post print ads online on your site and through your social media posts.<\/p>\n\n\n\n Print is a workhorse no matter what you pair it with. Take a holistic approach to your marketing and consider the touchpoints along the way. As you and your customer take this journey together, you\u2019ll be communicating on many levels, and that kind of relationship is priceless.<\/p>\n\n\n\n Related: Ironmark\u2019s Mailing Services<\/strong><\/a><\/p>\n\n\n\nPrint Advertising: Customer-Friendly, Cost-Effective<\/h2>\n\n\n\n
Plus, People Like Print!<\/h2>\n\n\n\n
Print + Digital = Love<\/h2>\n\n\n\n