I’ve been working with the Printing Industries Association, Inc. of Southern California (PIASC) on an on-going campaign called “Choose Print.” One of the campaign’s primary goals is to educate marketers about print’s effectiveness as a marketing tool. Although I’m personally a big believer in the power of the printed word, even I was surprised by some of the research-based statistics on which the campaign is based.
This month’s article is adapted from one of the articles I wrote for the campaign. If you need help developing some printed marketing materials for your business, give me a call!
|THE POWER OF PRINT
The reality is that print is a very powerful media…and its power is multiplied when used as part of a multi-channel campaign. Print enhances the impact of other marketing channels by providing an extra dimension that’s warm, inviting and highly personalizable. You can use it to reinforce your brand’s message, introduce new products or services and drive traffic to your website.
From printed ads in magazines and newspapers to postcards, direct mail packages, catalogs, door hangers, newsletters, billboards and more, there are numerous ways that you can use print to effectively increase your sales. Here are some of the many reasons why print is such a powerful driver of both on- and off-line sales:
Print Gets Read – 80% of households either read or scan advertising mail sent to their household.
Print Gets Response – Perhaps because it gets read (see above), print can deliver very strong results. For example, catalogs have the second highest response as a marketing option, after telemarketing.
Print Influences Decisions – A 2009 survey showed that 76% of customers have been directly influenced by direct mail to make a purchase.
Print Drives New Business – Want to introduce your business to some new prospects? 39% of customers tried a business for the first time because of direct mail advertising.
 United States Postal Service (2007). Household Diary Study
 DMA Response Rate Report
 2009 Channel Preference Study
 2008 DMA /Pitney Bowes Direct Mail Survey
CUSTOMER SPOTLIGHT: CHOOSEPRINT.ORG