Print Media

To effectively grow your customer base and increase revenue, a business owner needs to explore ALL mediums of attracting interest. Young people love digital marketing and advertising. Those thumbs move at blazing speed! But what about those who prefer to be more engaged than viewing a computer monitor or their iPad? 

Consider this 2023 report from Linemark Communications:

     “In fact, 82% of consumers trust print advertisements the most when making a purchase decision. Consumers     also appreciate receiving print advertisements that include coupons, with 69% of people liking coupons for restaurants and 65% liking coupons for retail businesses.

     Print advertisements are also highly engaging, with 88% of people taking the time to look through the print advertisements they receive. Furthermore, 80% of people look forward to receiving print advertisements in the mail, indicating a strong preference for this form of advertising.”

PRINT MEDIA IS NOT DEAD!A Case Study.

A few years back, the owner of PACIFIC COAST BOLT CORP., Leroy Gardner, decided that we should explore “snail mailings” because he believed people still desired to have something tangible to read, and personable. So, I leased a “Post Base Pro” from FP Mailing Solutions/Jersey Mail Solutions; designed tri-fold brochures, printed the brochures using Vistaprint and sent “snail” mailings direct to individual decision makers – No “Dear Sir”.

We created print campaigns directed at selective markets – power generation, water/wastewater, waterworks, California contractors, national EPCs, OEMs, national contractors … and every two months we solicited a new audience. We sent out personalized mailings including the unique brochure, a formal letter of introduction and the business card of the appropriate PCB manager or salesperson. The entire Pacific Coast Bolt organization benefited – the company as a whole benefited in increased revenue as well as each individual salesperson received increased commissions!

A simple tri-fold brochure can easily display your company’s capabilities, work histories, awards & commendations, customer reviews or certifications. It allows the reader, your potential customer, the ability to hold a piece of information – a bit of history – about you that is tangible and relevant. No memorization required!!! …and the potential customer can easily access your information without “logging on”!

EVERY DOOR DIRECT MAIL – EDDM

For local businesses, many companies find EDDM by the United States Postal Service a very effective sales tactic. Simply put, EDDM is a bulk mailing sorted by Zip Code. EDDM allows your company to select the neighborhood to be solicited and thus be able to custom tailor your message to that neighborhood. 

For example, should your company be a home window installer or bathroom remodeler, you would necessarily want your company’s information delivered to a residential area, not a commercial or industrial neighborhood. Thus, EDDM allows you to select the zip codes and, in doing so, the cost is displayed so there is no guesswork.

EDDM features include:

     · The use of your USPS.com account

     · One can send at least 200 and up to 5,000 pieces per day per ZIP Code™

     · Simply drop off your EDDM mailing at the Post Office™ - No special mailing permit needed

     · Pay online or at the Post Office

The price for EDDM flyers, postcards, and other flats are …

     · EDDM Retail® USPS Marketing Flats currently $0.189 per piece

     · EDDM BMEU USPS Marketing Mail Flats currently as low as $0.188 per piece

Local businesses can expand their reach; announce sales, discounts or promotions, and reinforce their BRAND with a tangible piece of printed mail, at a very affordable cost.

PRINT VS. DIGITAL MARKETING CAMPAIGNS

Many large corporations utilize digital advertisements on LinkedIn, Facebook and other platforms. However, based upon the number of “clicks” your ad receives, your monthly cost could be considerable, and many individuals do not “click” for they fear downloading a virus. 

As a user of Constant Contact for my clients, I am delighted when I receive an 18% ”open rate”. On the other hand, the USPS estimates that 90% of direct mail gets opened – and no viruses are downloaded! When one receives a piece of printed copy, it is tangible and has a higher degree of “recall” by the consumer. Plus, if you include a business card, it can be pocketed, stored or the information transferred to your phone via a QR code!

… or utilize both mediums monthly or bi-monthly and reach both audiences.