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3 ways print marketing still beats out digital marketing

With all of the hype around digital marketing, it can sometimes feel like you are behind the times as a professional if you use print marketing, but it still has distinct benefits digital marketing simply cannot deliver.

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Modern marketing

Modern marketing techniques center on digital and online formatting. If you’re an entrepreneur, chances are you have experience in online ads and banners, blog posts, and keyword-targeted content. All these things are great and definitely should have their place in your marketing arsenal. However, don’t leave out digital marketing’s predecessor—print marketing. While print marketing may seem archaic, there are actually ways to use print marketing to best benefit your company and advance your professional efforts. Remember, digital marketing doesn’t always trump old-school print marketing. And here are three ways to prove it.

Home-field advantage

1. Use Your Home-Field Advantage – With the current trend of increased support of local businesses, this is your time to really network within your community. A great way to do that is through print marketing—post cards, brochures, posters, flyers, and catalogs. Depending on your target market, you can drop off your marketing materials to other local business that would benefit from your product or services, set up a booth at a local event and hand out informational packets, or send them through the mail to local residents. Some consumers would rather go someplace with a physical storefront than just browse online, and with the use of print marketing, you can reach a whole new demographic.

A little something extra

2. Give Your Customers a Little Extra Attention – Send your customers, whether longtime or new, a little something in the mail now and again. Let them know that you appreciate their business and remind them of upcoming sales, discounts, and specials. However, there is a required balance to this method. You want to send them enough correspondence to let them know that you’re aware of them and their loyalty, but you don’t want to spam and annoy them—that will only drive them away. If you can, personalize the letters, cards, or flyers. This doesn’t just mean you put their name on it. For example, send them something for a birthday or holiday.

As an example, the realtor I used to purchase my first home sends me a card and a five-dollar give certificate to a local ice cream shop twice a year—on my birthday and on my home-buying anniversary. It’s a small, simple effort, but it goes a long way. To me, this shows he’s willing to give his clients a little extra attention. In turn, this keeps his services at the forefront of my mind, so I can recommend him to others or so I can use him again with my next home purchase. Sometimes digital media just isn’t the same as a letter in the mail.

Expanding your reach

3. Introduce an Entirely New Target Market to Your Company – There’s no debate that there is a different set of people who only stay abreast of things through digital and online means and those who prefer the “old-fashioned” way—physical books, newspapers, magazines—to using modern technology. So, instead of choosing one method over another, why not use both? Yes, many of the ways to market your company online are free—blogs, social networking sites, and sometimes even creating your own website.

And yes, it costs money to use print marketing. But they each have their unique benefits. Depending on the nature of your business, you may not be solely targeting the youngest generation of digital-lovers. Perhaps you’re targeting an older, more mature age group or business professionals who don’t have time to surf the web for leisure, but make time to read a magazine or physical newspaper each day. Or, maybe you just want to cast a wider net. Whatever your reason, using print media to reach a new demographic will keep you a step ahead of your competition—who, undoubtedly, is relying on digital marketing.

Redefining the benefits

It’s time to redefine the benefits and usefulness of print media. It may not be hot, new thing in modern marketing, but it has its roots. It has stayed around so long for a reason. Make use of print marketing where you can and combine it with your current digital marketing efforts, and you’ll see the results. A successful entrepreneur always uses all available resources, and one of them is still print marketing.

The American Genius Staff Writer: Charlene Jimenez earned her Master's Degree in Arts and Culture with a Creative Writing concentration from the University of Denver after earning her Bachelor's Degree in English from Brigham Young University in Idaho. Jimenez's column is dedicated to business and technology tips, trends and best practices for entrepreneurs and small business professionals.

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6 Comments

6 Comments

  1. Sheila Rasak

    March 17, 2012 at 9:57 am

    Absolutely! Keeping in touch with your client base is essential in keeping in a relationship that trust and time built over the months that you worked for them for their best outcome. I’ve had plenty of clients that were grateful for my role and work in their transaction, but would have more than likely forgotten me once the escrow closed.

  2. christinesousa12

    November 22, 2012 at 5:45 pm

    I always believe in taking extra care of customers, especially the old ones. They are the people who already know the quality of your product so they are much easier to convince to buy again than the new ones. Most referrals also come from them, so we have to extend extra attention to them. Print also remains an ideal way of reaching customers, so despite our highly electronic market, print should still be used. Read this article to see just how print remains effective in the electronic age: https://blog.printplace.com/print-media-marketing-and-advertising-in-the-changing-media-landscape/.

  3. My SMS

    December 28, 2012 at 5:20 pm

    The final thought for me is the most valuable, you must be doing both, print will complement digital, but when you see the effectiveness rate in print (23%) and compare against SMS marketing, a great tool for customer service and marketing, with an impressive 98% of lecture 5 minutes after received, for sure you will think twice about where to put your money, digital is here not just as a trend, it is here to stay and to change forever the business landscape, our recommendation for all small and independent business owners is to jump on it as soon as you can, you will be rewarded and recognized soon

  4. Pingback: The Surprising Power of Print Marketing to Leverage Your Ecommerce Site

  5. Pingback: The Surprising Power of Print Marketing to Leverage Your Ecommerce Site - Weblog.ws

  6. Pingback: The Surprising Power of Print Marketing to Leverage Your Ecommerce Site | Create StartUP

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Business Marketing

Spruce up your product images with Glorify (just in time for Black Friday!)

(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.

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Glorify app lets you create beautiful designs for your products.

Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.

Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.

In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!

Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:

  • background remover tool
  • templates based on popular product niches and themes
  • design bundles for your website/store, social media
  • annotation tool
  • upload your brand kits and organize your projects under different brands
  • 1 click brand application
  • & much more!

“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.

Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.

Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!

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Business Marketing

This new Chipotle location will be fully digital

(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.

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Chipotle exterior, possibly moving to a fully digital restaurant space soon.

A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.

To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.

The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.

It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.

Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.

As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.

For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.

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Business Marketing

Your business’ Yelp listing may be costing you more than you think

(BUSINESS MARKETING) The pay per click system Yelp uses sounds good in theory, but it may be hurting small businesses more than helping.

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Man browsing Yelp for his business listing in open office environment.

We all know Yelp – we’ve probably all used Yelp’s comment section to decide whether or not that business is worth giving our money to. What you might not know is how they are extorting the small businesses they partner with.

For starters, it’s helpful to understand that Yelp generates revenue through a pay per click (PPC) search model. This means whenever a user clicks on your advertisement, you pay Yelp a small fee. You never pay Yelp a cent if no one clicks on your ad.

In theory, this sounds great – if someone is seeking out your product or service and clicks on your ad, chances are you’re going to see some of that return. This is what makes paying $15, $50, or even $100 a click worth it.

In practice, it’s not all it’s cracked up to be. When setting up your Yelp account, you are able to plug in keywords that correspond with your business. For example, owner of San Francisco-based Headshots Inc. Dan St. Louis – former Yelp advertiser turned anti-Yelp advocate – plugged in keywords for his business, such as “corporate photographer” and “professional headshots”. When someone in the Bay Area searches one of those terms, they are likely to see Headshots Inc.’s Yelp ad.

You are also able to plug in keyword searches in which your ad will not appear. That sounds great too – no need to pay for ad clicks that will ultimately not bring in revenue for your business. In the case of Headshots Inc., Dan plugged in terms such as “affordable baby photography” and “affordable studio photography”, as his studio is quite high-end and would very likely turn off a user who is using the word “affordable” in their search.

How Yelp really cheats its small business partners is that it finds loopholes in your keyword input to place your ad in as many non-relevant searches as possible. This ensures that your ad is clicked more and, as a result, you have to pay them more without reaping any of the monetary benefits for your business.

If you plugged in “cheap photography” to your list of searches in which your ad will not appear, Yelp might still feature your ad for the “cheap photos” search. As if a small business owner has the time to enter in every single possible keyword someone might search!

In the case of Headshots Inc., Dan ended up paying $10k in total ad spend to Yelp with very little return. Needless to say, he is pissed.

So what does this mean for you if you use Yelp for your business? If you don’t want to completely opt out of Yelp’s shenanigans, try these 3 tips from Dan:

  1. Try searching some potential irrelevant keywords – are your ads showing up in these searches?
  2. Do your best to block the irrelevant keywords. It’s impossible to get them all, but the more you do the more money you will ultimately save.
  3. Keep an eye on the conversation rate on your profile – does more clicks mean more client inquiries? Make sure Yelp isn’t sending low-quality traffic to your profile.

Ultimately, it’s about protecting your small business. Yelp is the latest in big tech to be outted for manipulating individuals and small businesses to up their margins – a truly despicable act, if you ask me. If you don’t have tens of thousands of dollars for ad spend, then either boycott Yelp or try these tips – your company may depend on it.

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