The World is Wider than the Web

As a small business owner, it's easy to get carried away with the web and focus on it solely for your marketing and promotions. But the best marketing campaigns are those that spread themselves among a number of different channels, ideally with a unifying theme.

So let's look at the neglected big brother of marketing and promotions: Print.

Print marketing is still important, and is a crucial element of any small business marketing campaign. In fact, 76% of small businesses state that their ideal marketing mix is a combination of digital communications and print. So let’s unWeb for a moment and consider what role print plays in a modern marketing campaign.

When all your competitors are doing web, print provides an opportunity to differentiate.

  • 96% of small business owners and industry management still read trade magazines to keep up with what's going on in the industry. 45% say they read a print magazine at least weekly. If your industry has a strong trade journal then it's a prime area to advertise.

  • Australia Post has found that 98% of consumers collect their mail the day it's delivered, and 77% open their mail within six hours of receiving it.

  • Roughly 80% of all physical mail is opened; the open rate of email is only about 20%.

When email inboxes are clogged with offers for, ahem, 'enlargements', print has a trustworthiness that internet-based communications cannot match.

  • 56% of people admit to printed material being the most trustworthy of all media channels.

  • Nearly half of all prospects retain a direct mail piece for future reference.

  • A study by VTT (a Finnish research institute) found print to be the most trusted of all advertising media, with the internet being the least trusted.

  • Interestingly, in the trust stakes, traditional media such as direct mail outscores even social media (which kinda means that people trust direct mail more than their friends. Whoa. Time to get new friends, people.)

  • The same study showed that seven out of ten people held advertising in newspapers and magazines as the most important in purchase decisions.

While web has the hype, print has the numbers.

  • The average response rate for emails is 0.12%, whereas the average response rate for direct mail is 4.4%.

  • While 11% of marketing email is opened, 91% of prospecting direct mail is opened.

  • 79% of consumers act on direct mail immediately.

The best of both worlds.

Don't consider web and print marketing as mutually exclusive. A good campaign utilises the positives of both media.

  • 67% of online searches are driven by off-line marketing.

  • Shoppers who are directed to an online site via direct mail spend an average 13% more than those who do not receive a printed piece.

  • Websites supported by catalogues and other print pieces yield 163% more revenue than those not supported by print print material.

Trust and loyalty are attributes that only time can generate.

  • Print has been proven and has earned consumer goodwill accordingly; digital communications do not yet share this trust.

  • 70% of people prefer to read printed paper over a digital screen, and 67% preferred the feel of printed media.

In brief

  • Don't forget print in your marketing mix

    Is the big wide world of web, it's easy to overlook print in your marketing toolkit. That's a mistake. Print has trust and impact that digital marketing cannot match.

  • Go against the grain

    If your competitors are all going web, a print campaign can set you apart from the competition.

  • Print has the numbers

    Print-based campaigns have a far better response rate than their digital counterparts.

When you need marketing beyond the web

We’re big believers in integrated marketing. While we’re more than happy to take care of your web or print needs on a case-by-case basis, we know you’ll do better if you utilise web and print marketing toward a common goal: better business.

Get in touch to plan your next marketing or promotional campaign, and see how we might broaden your marketing reach — and results — by using a well-planned, integrated approach.

Please enter your name.
Please enter a message.