The Argument For Print Media
Probably the best argument for print media is that it comes in all colors, shapes and sizes. Print media includes business cards, brochures, mailers, postcards, door hangers, leave-behind flyers, take-ones, etc.—all tested marketing tools. However, too often we hear from small businesses that they think print is dead. Online is everything. Really?
A Case For Print: How Millennials Respond To Print Media
We all know that Millennials spends lots of time on their phones, but studies show they still interact with print media, and in a big way!
Millennials like print media, but it has to be good, and it needs to catch their eyes. For instance, 75% of millennials have responded to direct mail and 62% prefer reading print media. Lastly, 84% of Millennials prefer to respond to a direct mailing piece by visiting a company’s website. Naturally, these stats probably apply to other consumers, not just Millennials.
Other studies show that reading from a screen does not have the same impact on people as reading from paper. Students who read from books retain more information than books read from a screen. Naturally, this probably applies to print ads as well.
It’s not just that print mail is more effective at capturing the attention of Millennials, it’s been found that they actually really enjoy receiving mail. Neuromarketing research has even found that participants have a stronger emotional response to physical ads than digital ads.
Millennials make up a big consumer wave, but there are certain buyer characteristics for consumers of all ages that are important, too. For instance, other studies show that customers of all ages who receive printed materials will spend more meaningful time on the company’s website and purchase 25%-30% more on average than customers who did not receive some type of print material.
Print Spreads Breadcrumbs Back To Your Online Real Estate
We are all bombarded with digital media from dusk ‘til dawn, but the mail comes but once a day. It’s novel, and novelty is fun. And, remember, it’s easier to stand out in the mailbox than in an inbox.
If intrigued by your print collateral, customers and potential customers will follow the trail back to your website or social media. If you want people to engage with your message and to remember it or to make decisions based on it, it’s time to commit your message to paper. It’s time to make print media a valuable part of your marketing plan.
