Traditional advertising doesn’t work
“Print is dead”
“Social media is the best form of advertising”
“We get our customers through word of mouth”
If you are thinking that any of the above statements are true, you are likely hurting your business.
The reality is, marketing has certainly changed over the years and nothing we do is “traditional” these days. “Traditional” forms of marketing are just as important as the latest social media platform or other new form of marketing.
If you are focusing on one or two methods to promote your business, I would like to encourage you to think more broadly.
Many studies have proven that it takes between 7–15 times of seeing something about your business before a potential customer will make a purchase. 15 times!
That is why it is critical to have a well-rounded marketing approach which includes knowing your potential customers, how they think, how they get information, etc. and to also reach them in multiple ways. Having a solid marketing plan that utilizes an omni-channel approach is essential.
Print advertising is a vital piece of the marketing puzzle. So is social media, word of mouth, referrals, etc.
Here are a few more reasons to have print advertising in your marketing mix:
1. Magazines are trusted sources of information — Magazine advertising has a shelf life of up to 18 months.
Each issue of community magazines stays on coffee tables and desks, in doctors offices and in homes well past its issue date. This gives you many opportunities to reach your target audience with just one ad.
I recently worked with a local independent Health Insurance specialist who advertised in the community magazine. She included an article about choosing the best healthcare plans along with her photo and contact information. Within a few short months she gained new local clients and became a well-known face in the community, being approached while out at area sporting events and running errands. Her return on investment for that single ad was exponential. Combining print with digital can pack a very powerful marketing punch.
2. You become a trusted member of the community.
When consumers see a business in print, the business becomes a trusted member of the community. This physical presence lends legitimacy to the company and increases the likelihood of word of mouth referrals and name recognition.
3. They will remember you.
According to a Temple University study, consumers remember a brand name 70% better if they see it on a print ad (75%) compared to digital ad (44%):
Brand awareness is a key component to an advertising strategy. You want your business name out there consistently so that a potential customer will remember you when the time comes to make a purchase or a recommendation to a friend.
4. Print is the door that leads to an online purchase.
- 80% of consumers will act on a print ad compared to 45% who will act on a digital ad.
- 82% of internet users will trust a print ad when making a purchase versus any other medium.
- Shoppers are likely to start an online search AFTER viewing a magazine ad (according to the National Retail Federation.)
Traditional advertising is anything but traditional. The world is a very noisy place when trying to get your products or services in front of the right customer. It takes a well thought out marketing strategy — one that includes multiple touch points in order to dominate your market and grow your business.
Jan Southern, DPA is the owner of J. DelSUR Marketing Group and publisher of Pooler Magazine and Effingham Magazine in southeast Georgia. She is a marketing and communications professional with more than 30 years experience, 16 of which have been in leading marketing initiatives for major universities in the U.S. Her experience includes marketing, brand development, design, publishing and strategic communications for public organizations and private sector clients in the healthcare, technology, lifestyle, giftware, publishing, automotive and other industries.