Tag Archive for 'Print Advertising'

Online and offline advertising: The Double Whammy

Does combining offline and online mean double the costs or double the profits?

That’s a perplexing question that baffles many small business owners and independent retailers.

What works for multinational corporations with deep pockets doesn’t work for small businesses with shoe-string budgets.

Even though today’s empowered consumers expect to interact with brands across a wide range of touch points, that means a strategy that integrates both an off- and online approach is becoming increasingly important. A recent Google/Ipsos study indicates shoppers are feeling increasingly comfortable hitting the “Buy Now” button using their mobile devices, but the wise retail marketer knows the best way to make a sale is by integrating their message across both the “old” and the new media channels. Print and digital campaigns are now tightly intertwined.

The Internet has undoubtedly changed the world of advertising forever and a successful advertising campaign must embrace this medium in order to be successful.  Yet one may think that a purely online approach is the answer, however it’s also important to remember that physical promotional items (and advertising) still reach people that online advertising can’t.

Plus, you shouldn’t underestimate the importance of having information that prospective buyers can take with them to analyse and review at their convenience and discretion. That’s why niche magazines remain popular and why print is far from being “dead”.

Most businesses and brands realise that a balance of online content and physical information is necessary, but many are not sure how to achieve this balance.  More often than not, the answer comes down to budget and desired outcomes.

One thing is for sure: combining online and offline media is now a must.

Even though social media has played a large role in toppling foreign state political regimes, I am not a fan of social media marketing for small businesses who need to produce tangible sales results.

Instead of wasting time, money and effort on something that is marginal, why not direct it to something tried and tested?

Offline media like print advertising is PROVEN to work – especially in specialised, highly targeted niche markets.

But print won’t work on its own anymore. Print needs an online component to facilitate and enhance the conversation that needs to take place. Without the web, that conversation now falls on deaf ears. With a fully developed online presence, print advertisers can direct their offline leads into fully automated online systems that create a much more fluent, enjoyable and valuable customer experience.

Yet, without print or physical media, often, the catalyst doesn’t exist and “nothing happens”.

Therein lies the conundrum – in many instances, the fastest, easiest and most economical path to prospects is print. Physical (niche) publications have distribution networks that reach people in pockets of interest that are well established. These networks are entrenched geographically, culturally and economically. They have been around for years or even decades, reinforced across generations.

Therein lies the power of the PHYSICAL REAL WORLD network.

But that power remains impotent without the Internet as its new ‘enabler’.

Traditional media such as print, radio and television advertising often has better brand recall than digital media which suffers from source credibility syndrome.

The challenge for small business is focusing on what works to produce measurable outcomes versus and not be tricked by the smoke and mirrors evangelised by the providers of the new media services who keep referring to deep pocket campaigns that the lone Aussie Battler simply can’t afford.

We have solutions for all budgets – contact us and we’ll help you get results within the next week that you can measure. No smoke. No Mirrors.

Is Print Dead?

Is Print Dead, Print Media, Print AdvertisingI recently blogged that print media is alive and well, but there are still some skeptics out there who don’t fully understand why that’s the case.

First, let me deal with the obvious issue – print IS declining. There is no question that it has peaked and it’s decreasing quickly, but it’s far from dead as I explain below.

Second, death is over stating the demise of print and traditional media.

Print advertising makes a comeback in the digital age

I know it may seem counter-intuitive, but the latest research reveals that print (and direct mail) are far from dead! In fact, even though we live in a highly, and ever-increasingly digital world, we are still human and as such still rely on print to make purchasing decisions.

We can all acknowledge that we struggle to sift through all our emails, websites, blogs, social media and other online channels. The number of online messages and ads has increased explosively to record levels, overwhelming most consumers. That means advertisers have an increasingly smaller segment of a highly fragmented online presence that gets costlier by the day.

That’s why there has been a “return to print” as well as (physical) direct mail. Sure we all enjoy the practicality of online access, but we also still love the feel of a magazine between our fingers as we flip the pages revealing colourful images, interesting fonts and great content.

As consumers, we’ve come to appreciate the need for advertising – especially in niche market publications like this one. That’s why it still continues to perform exceptionally well for small businesses with tiny marketing budgets who need to reach their target audience economically, without the costly, scattergun approach associated with daily or community newspapers.

In this day and age, print media, especially NICHE and LOCAL PUBLICATIONS still reign supreme – especially when they’re integrated with an online presence, the topic of an future blog post.

Need more proof?

I thought so. Here it is.

STATISTICS ON TRADITIONAL PRINT ADVERTISING

Continue reading ‘Is Print Dead?’

Print media is alive and well – as it should be

I was just talking with a print publisher explaining to her that I am a firm believer in the immense value of print media – EVEN if we are in a digital age, we are still not about to forego print anytime soon. Print just has to COMPLEMENT digital capabilities. Both print and digital can and SHOULD co-exist at least for another 5 years (if not a lot longer).

If we look at email versus direct mail, you’d think the physical mailing would be on its way out, but there has been a resurgence of direct mail BECAUSE of the overload of electronic media. Most people sign up for every email subscription and don’t manage their inbox very well.

Recent research estimates the number of emails sent per day to be around 294 billion which means more than 2.8 million emails are sent every second and some 90 trillion emails are sent per year. Even though most are spam and viruses, emails are sent by around 2.5 billion genuine email users.

Regardless of the Internet Statistics, they all point to electronic information overload with the average professional receiving more than 100 e-mails every day. That’s enough to load up your inbox quicker than you can clean it out.

That’s why the physical mailing has not only become an attractive alternative to email and online marketing, but a source of pre-screened and highly qualified visitors.

The Retail Advertising and Marketing Association (RAMA, USA) report that consumers are most motivated to begin an online search after viewing advertisements in magazines followed by ads on television and then newspapers.

RAMA, Offline Consumers Research Online

Offline Consumers Come Online Via Magazines

What print media publishers need to recognise and appreciate
is the tactile aspect of their product

Reading a Newspaper, Newspaper AdvertisingNothing beats having a newspaper, magazine or book in hand. I totally understand the sexiness of an iPad, but it’s NOT the same experience. It’s a DIFFERENT ONE.

That’s the point I’m trying to make.

Print is print is print.

When publishers forget that, the game is over.

So what is a print publisher to do?

  1. Embrace digital technology to complement, supplement and enhance the print medium with additional features and benefits.
  2. Link the print medium to online alternatives with polls, surveys, feedback, audio and video components. A print article can easily be an introduction to a full in-depth interview or book chapter available online as an opt-in download.
  3. Print-exclusive promotions such as tear-out coupons (identified as such) can bolster subscriptions and/or increase distribution.
  4. Physical distribution costs can be shared with partners who have a vested interest in the publication’s increased reach.
  5. Want to know more ideas and suggestions, contact us – it’s what we do for our clients!

A recent study showed that about 8 in 10 Canadians read a newspaper each week with American weekly and British daily readership at 64 and 49% respectively.

Magazines Canada reports that magazines are read by all age groups, and an average of 78 % read a magazine within the last 30 days.

An analysis by the Magazine Media Fact Book reveals American magazine reading habits include 93% of adults reading magazines for an average of 42 minutes per issue.

Print media statistics, Magazine StatisticsIf you think it’s only the senior demographic that is holding on to physical print media, you’re dead wrong!

A recent study discovered that North American consumers, aged 18-34, prefer direct mail over online media for many types of marketing communications.

Examples of consumer preferences for offline versus online are:

Product Offline Online
Personal Care 62% 22%
Food Products 66% 23%
Cleaning Products 66% 20%
Over The Counter Medecine 53% 21%
Sensitive Health Products 46% 21%
Prescription Medecine 45% 21%

Young generation reading magazinesBut there’s a condition for the young generation to hold on to traditional print media.it’s vital that there be a cross-channel synergy between digital and direct mail for it to be effective.

So there you have it, if you want to get more sales in 2012, you need to go back to traditional offline marketing and leverage it with online ‘web enabled’ benefits.