Is there any competition between print and digital marketing? The idea that traditional print could even go up against digital, never mind surpass it, as a marketing strategy is an absurd notion for many. However, research shows that print is far more capable at creating a lucrative marketing campaign for start-up and small businesses than many think.
Print marketing might be the cost-effective answer that many people forget to even consider. Where The Trade Buys, a printing specialist company, looks at why start-ups should try print and how they can be successful with limited company cash.
Print and digital marketing statistics
Does the printing industry even devote much time and resources to advertising? Actually, it does. 34% of all printing is for advertising and marketing products, such as event programmes and tickets, while 30% is for products such as newspapers, magazines and brochures. So, not only does marketing rely on print, but print relies on marketing.
Many people simply assume that digital marketing is more effective when it comes to advertisements, but this is not always the case. Apparently, only 20% of users click on any online banner advert. Bearing in mind that most of this 20% won’t even convert into a sale, is it worth paying the competitive price for the digital space? What about print media? If you also consider that 63% of UK adults still read magazines (according to YouGov), and only 10% regularly read these online, maybe digital isn’t so perfect after all.
Regardless of which marketing strategy you go for, you have to top whatever your competition is doing to succeed. There are about 80 new businesses launching in the UK every hour, according to a report by StartUp Britain (a national, government-backed campaign), so you want something that’s going to be unique and cost-effective. Fortunately, there are several techniques available to make a budget-friendly print marketing campaign.
Can a brochure transform your business?
Print marketing comes in many forms; from leaflets and posters to billboards and pull up banners. Designing a quality brochure is all about advertising your brand and getting a point across concisely — that means in as few pages as possible. To help you whittle down the details and create an attractive, easy-to-read brochure; just ensure you’ve thought about these essential features:
- Clear call to action.
- Uncluttered layout.
- Short, informative and quality-checked copy.
- Interesting header.
When it comes to ordering, many businesses slip-up by ordering too many or too few brochures. The more brochures you buy in bulk the less the overall cost in the long-run. However, you don’t want any to go to waste collecting dust in cupboards, so you need to think hard about how many you truly need.
Can direct mail transform your business?
When you hear ‘direct mail’, you’d be forgiven for immediately thinking ‘junk mail’. This form of print marketing doesn’t seem to have as good a name as others in the industry, but this means you can jump on it and make it work to your advantage — just take a look at these figures:
- 54% of consumers in a survey said that they’d be happy to get direct mail from brands that might interest them.
- 10.7% of the UK’s advertising expenditure was on direct mail in 2009.
- In 2015, 2.5 billion+ direct mail coupons were exchanged.
On top of these statistics, direct mail seems to be more than capable of outdoing its digital counterpart. 80-90% of direct mail is opened as opposed to just 20-30% of emails. Clearly, this is a win for start-up companies looking to get their message across to potential new consumers.
Overall, it’s clear that you’re just as able to execute a lucrative marketing campaign using print as you are using digital. Whether you opt for brochures, direct mail or another form; print marketing is certainly worth considering if you want to boost your brand and promote its products and services.