How to Get Internal Buy-in for a Print Marketing Campaign

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Digital media is inescapable. This is especially true when it comes to the marketing of your business. All you have to do is take a quick look at your marketing plan to confirm this. On a bullet point list of tactics, email is probably very high to the top, joined by social media promotion.

With digital being so pervasive, it can sometimes be difficult to get internal buy-in for why an investment should be made in print. Don’t mistake this resistance as meaning that a print job isn’t worth it though; in many cases, supplementing your marketing with print can actually enhance the effectiveness and reach of your digital marketing. Stand your ground and make your case; it’ll help your business in the long run.

When seeking to pitch print as a valuable medium for your marketing efforts, be sure to make the following arguments:

It’s More Effective

To put it simply, studies show that print engages our brains more than digital does. According to Forbes, our brains are triggered by the physical nature of print; it’s something that exists in front of us, that can be touched and manipulated. Digital obviously doesn’t have this benefit.

Furthermore, according to a study by iProspect, 39% of online search users make a purchase after being driven to search via an offline channel – including print ads. This study directly refers to having ads in magazines and newspapers, but the takeaways are the same regardless of the nature of your print project. Paper connects with us in ways that digital simply doesn’t.

It’s More Credible

We frequently hear about attacks by cybercriminals using credible-looking emails to steal data from us. Though digital communication is more immediate, it can be much less authoritative. There’s a reason most insurance companies use print to send out important policy details and insurance cards. Since it comes straight from the source and is a printed, tangible object, it appears more reliable and trustworthy. 

And it appears this is going to remain the case for quite some time, as the Pew Research Center recently reported that the majority of Millennials (62%) – which they define as people between the ages of 16-29 – of which 98% regularly use the internet, believe that important information is often times not found on the internet. This points to a continued sense and feeling of murkiness around the nature of online information. If a group who has grown up using the internet doesn’t fully trust it’s information, then why will this change as they continue to age?

It Makes a Stronger Impression

No one checks all their emails. This is an indisputable fact. 

Consider that, on average, most employees receive around 121 work-related emails a day, with that figure expected to rise all the way to 140 by 2018. No one has the time to stay on top of all of that. This figure doesn’t even take into account how many personal emails people ignore as they silently pile up in our Google social and promotions tabs. 

Though it is important to send emails – and we certainly don’t recommend you disregard digital marketing – at some point you have to ask yourself if you want to depend on winning the competition for attention between all these other messages. You need to supplement your digital marketing with a method of marketing that is bound to draw more attention.

Print can be that method. Print doesn’t go unseen. People will give no thought to deleting an email without even opening it; that’s not the with print. To delete an email, all you have to do is click a checkbox then hit the delete button. With print, you have to pick it up, look it over, feel it in your hands. Even in a worst case scenario where a member of your audience does throw away your printed piece, they will still have to give it a glance. Little impressions like this matter. 

Think about how much time is spent creating and designing these projects. In the case of email, you can make the design as nice as you want, but if your recipient has their email settings adjusted to not download images, they’ll likely never see all your hardwork.

Email can be powerful, but you still need people to click to open. Though this is a commonly accepted cost of using email as a messaging tool, it can be discouraging if you’re not seeing the returns or impact you hoped for. With print, you can rest easy knowing that your design and layout will actually be seen. Knowing your hard work will be noticed by your audience is not only motiviating on a person level – it’s an important reason to not shrug off print in a hugely digital world.

For some tips on how to develop creative print pieces, click here.  

Making the Case

As we’ve mentioned, using print in your marketing does not seek to replace your digital marketing efforts. Keep sending emails and keep posting on social media. But if you’re struggling with how to get new leads to your digital channels (or just to reach out to you directly), argue that print can be another tool to connect with and grow your audience.

There’s no one, surefire way to connect with an audience. We’re all different and respond to different forms of messaging in unique ways. So increase your odds of connecting with your audience by broadening your marketing efforts using a print approach. 

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