Ways to Save On Print Marketing
Many speculate about the effectiveness of print marketing, while others say it is about good as dead, but what probably puzzles many people is the extent to which big brands, and smaller companies alike, go to secure that top advertising spot in a magazine or newspaper. So, is print marketing expensive? How does print marketing benefit advertisers?
What is Print Marketing?
Print marketing, also known as print advertising, utilises printed media to reach a broader but targeted customer base. Ads and other messages are printed in hard copy across different types of media, including newspapers, brochures, magazines, banners, flyers and direct mail.
What are the Major Types of Print Marketing?
Any advertisement printed on paper can basically classify as print marketing, from flyers printed at home, to brochures made by a start-up printer, to a full campaign produced by a reliable, quality printing company. Below are some of the most powerful types of print marketing:
- Magazine Advertisements
- Newspaper Advertisements
- Direct Mail Campaigns
- Outdoor Advertising
- Yellow pages
Advertising in magazines may be considered the most expensive type of print marketing. For example, popular fashion and lifestyle magazines have a massive worldwide circulation. These magazines could easily charge hundreds of thousands of dollars per advertisement. The price then magnifies if the ad is a front or back cover, a centre spread, or a double page spread.
Newspaper ads are still considered one of the most useful marketing tools that can get a message out to a specific audience. They are not as expensive as magazine ads but could still get a message across to a large audience. Prices depend on where the newspaper is circulated.
One of the most common marketing tools is a brochure, which is a printed booklet or folded piece of paper made by a printing company (such as Jennings Print in Beresfield, near Newcastle NSW) that advertises a company’s product or service. It usually takes the form of a flyer or pamphlet but can also refer to unfolded informative papers put into a packet and is an affordable way to let people know about your business.
Direct Mail Campaigns
Direct mail is both a type of print and direct marketing. It involves various printed marketing materials delivered physically to a prospect’s home or mailbox, such as catalogues, brochures, newsletters, postcards and sales letters. However, direct mail is generally not cost-effective, as it requires sending thousands of mails to achieve a successful conversion rate.
Outdoor advertising is a directional marker that points prospects toward your business. It is used to support ads placed in magazines, newspapers and other media such as transit posters and billboards that are placed in or on buses, trains, subways and other modes of transportation, and in bus terminals and subway stations.
A yellow page advertisement is often used to support an ad placed in other media. It should include key information such as products and services, location, phone numbers, and acceptable modes of payment. It targets specific geographic areas or communities and gives the reader the necessary information to make a purchase.
What Makes Print Marketing Expensive?
Some print marketing materials are affordable, others not so much. Their prices depend on the following factors, all of which will have a positive benefit to your sales uptake, when used fully:
- The extent of the advert’s reach.
- The physical size of the advert.
- The position of the advert.
The Extent of The Advert’s Reach
The greater the reach of the print ad, the more expensive it gets. Magazines sold worldwide are some of the most expensive when it comes to ad rates. This is because they have such an established targeted niche market that they can afford to charge for their ad space often exorbitantly.
The Physical Size of The Advert
The bigger the physical size of the print ad, the more expensive it becomes, naturally, because more prominent ads are more visible and will grab the reader’s attention better. Magazines generally have full-page and two-page spread ads, while newspapers base their prices on the advertisements’ length, height and width.
The Position of The Advert
The front page of a newspaper, or the front cover of a magazine, is the most expensive position of the print ad. It is the very first thing that a reader sees and therefore commands such a steep price. The back cover follows, and then the centre page or centrefold.
Why Spend Money on Print Marketing?
Is it worth investing in print marketing if some of them are so expensive? The key is to identify your target audience and identify the type of marketing platform you need. Here are some important reasons why you should engage in print marketing one some form or another.
- Print Marketing puts you in direct touch with your customers.
- Print marketing has a unique way of reaching people.
- Print ads build trust.
Print Marketing Puts You in Direct Touch with Your Customers
Even if the entire world has gone digital, there is still one tangible advantage to print marketing. Online ads won’t put you in direct touch with your audience – only printed materials such as brochures, catalogues, magazines, and newspapers can do that. It doesn’t have to be expensive, either. Brochures are quite affordable and can get the word out about your products and services effectively.
Print Marketing Has A Unique Way of Reaching People
People interact with print ads differently than they do with digital ads. For example, people tend to recall a print ad more than a digital or online ad. They also generally regard products and services they see in print as more valuable than those online.
Print Ads Build Trust
The internet is teeming with false and misleading information. People are aware of this, that’s why a lot of them are sceptical believing something they see online. This reason is precisely why print marketing remains the most credible source of advertising. Consumers trust that products and services they see in print are from a reputable company.
Quality Printing for More Than 45 Years
With Jennings Print, you don’t have to worry about spending a lot of money on your marketing needs. We offer cost-effective but high-quality printed materials, from business cards, brochures, catalogues and corporate stationery to banners and vehicle signage. We handle everything in-house, helping to ensure your brand consistency.