Advertising with Print in the 21st Century
From online banking to remote learning and app-based grocery shopping, it might seem that almost everything has moved to the digital space. Even the advertising world has be rocked by this fact of 21st century life. Although digital advertising has its merits, it doesn’t mean that print should be overlooked. Print advertising still has a place—especially specific forms of it, which can be more effective than paid-search and social media advertising.
New small- and medium-sized businesses run by younger entrepreneurs may not be aware of how they can merge print advertising with digital. If you’ve ever wondered what constitutes print advertising, how effective it is, and whether you should implement print campaigns, the pros at Pel Hughes have developed a handy crash course.
What constitutes “print advertising”?
When we think of print advertising, we might conjure images of two-page spreads of luxury products in glossy magazines. While this is certainly an example of print advertising, it doesn’t encapsulate all the ways that you can use print to your advantage.
Following are some of the most common forms of print advertising:
- Catalogues
- Leaflets
- Circulars
- Posters
- Brochures
- Flyers
- Business Cards
- Banners
Chances are, you likely have utilized at least one form of print advertising, such as business cards, in the past. And, you have likely received some form of print advertising in the last two weeks in your mail. That circular you opened for your local grocery store? Or A postcard from one of your favorite brands with a discount code? These are great examples of how businesses deploy print advertising in the 21st century. The good news is that you, too can use print for your business in a way that doesn’t make your brand appear antiquated or “stuck” in the past. In fact, you can use print to drive traffic to your website and your social media.
What are some of the most effective forms print advertising?
One of the most effective forms of print advertising is direct mail. This type of print can encompass postcards and circulars sent to residential and commercial addresses. Direct mail, particularly when it is personalized to its recipient, can send a powerful message.
First, it is important to acknowledge that most modern people view print advertising as trustworthy—especially when juxtaposed with digital ads. There’s a reason why most people have pop-up and ad blockers installed on their Internet browsers—they have a knee-jerk distrust for them.
In addition to being trustworthy, direct mail taps into 21st century humans’ need to connect to the past. Life has changed rapidly for all people—especially in the last 20 years. The exponential advancement of digital tech has made many elements of our lives radically different in just a short span of time. Consumers receiving direct mail taps into the powerful emotion of nostalgia. Researchers have studied this phenomenon, including the USPS, and have found that most people—including millennials and Gen Z respond positively to direct mail.
Beyond direct mail, brochures serve as a powerful print advertising tool. Service industry businesses tend to benefit the most from brochures. A great example of this is the fact that brochures offer plenty of space to sell your service with photos and copy. Let’s say you own a power washing company. Your brochure could have bulleted lists of how power washing is advantageous to your potential customer along with before and after photos. A well-made brochure is a tool that resonates with consumers—especially if a significant part of your business model involves servicing consumers on a local level.
Advertising with print can benefit businesses and organizations of all sizes. If you’re interested in diving into the world of print, call Pel Hughes at (504) 486-8646. We offer in-house printing and fulfillment, graphic design, and cross media marketing.
