Are companies experiencing any level of success with print advertising ? Has this form of advertising truly taken its last breath? Opinion?
I am curious as to why many companies representing world recognized products are still willing to shell out thousands on local print media. As a new member of the "Digital Media" craze, it seems that I am having to convince decision makers that there is this thing called the internet, and mobile device marketing. Exposing their companies name over numerous platforms gets met with resistance. I'm puzzled, because it simply makes so much sense!
With our business it depends on the publication. We get terrific call volume and subsequent sales from coupon mailers and discount circulators, but have found newspapers to be ineffective. The key for us is focusing on the target customer base of the print ad as well as the products accustomed to being placed in it. Running print ads based on circulation volume alone will leave you with nothing but lighter pockets.
Some great answers in the 18 posts before me. At the risk of repeating, here are a few broad strokes. Success starts with advertising where your target audience is. And that comes from knowing who your target audience is - specifically researching and documenting what you know about them that'll help you decide on the advertising medium. Success implies there is a desired outcome. Decide what that is and put in place a plan to test and measure...then tweak.
Lets put it this way, rolling down the road at 65 to 70 mph one should not be texting, or looking at websites (or anything on a separate screen). A driver should be paying attention to the vehicles around them. If a vehicle around them has advertising on it or there is a billboard around with a message on it the actions are one would remember it.
Now, if there wasn't print media, you would not have the advertisement on the vehicle or the billboard. The chances of avoiding a mishap is greatly reduced and the vehicle driver is safely at work or home (where they can visit the website they saw on the advertisement).
You have to consider the generational comparability. Those who were raised on print feel most comfortable with it. When i move my clients toward a variety of media options i rely on numbers - digital numbers are much better for certain industries and work well in others when paired with print - for my food trucks "digital is in" for my high reputation clothiers - they prefer print - no matter what you use, nothing beats well written ad copy.
Print newspaper advertising still has a place but you have to remember their target market. They target 45+ with "paper news" so make sure your business or client is targeting the demo.
Denture, hearing aid, etc are all great for print.
Magazines again have a targeting demo as well, again, just make sure you have the same target.
Any medium will work if you utilize it correctly!
pRINT ADVERTISING will never die. It has enhanced much more than before. It was in past ,much better in present and will best in future.
Ask me how?
I think it depends what you are trying to do. I see that you are in mobile technology so I will talk about that specifically. Mobile technology mainly caters to a younger demographic, so online advertising, such as google adwords and SEO are very important. Ranking high in the app store is also very important as well. There is a startup company called Apposk (www.apposk.com that is bucking this trend a bit and is putting up kiosks advertising mobile applications in high traffic areas. In respect to 90% of retail sales in general are still made in-store, this approach is very viable especially that they have tablets attached to each kiosk so that people can try before they buy/download a desired app.
Two comments related to the answers of other posters:
-- If you want to stand out, do something different from your competitors. I have clients who are now getting great results from direct mail, especially letters. And postcards. Why? People are inundated with online appeals. Your email flashes past, never noticed, or is sent automatically to Spam. Your tweets are buried in a firehose flood of autotweets. Yelp reviews arouse suspicion. Then a single first class letter arrives, and it gets read, because it's novel.
-- Many posters here pull the age card: old codgers aren't online. Not true. I'm 71 and I've been doing this for years. Remember, everybody gets a year older each year, including you tweetsters! However, older people have better bullcr*p detectors, and quickly pass over stuff that is overhyped or poorly written.
Clear message, well-targeted, offering that meets needs, perceived quality and value, proper channel, good customer communications and followup. Marketing 101. The basics never change.
If you're seeing ads by successful companies then you can pretty much assume it's working for them if it continutes to run continuously. Afterall, those companies BECAME successful as a result of doing the right things consistently. So, they know what they're doing and if they're ALSO becoming more and MORE successful as time goes by then the things they're doing are definitely working gangbusters for them.
- Jason Oman
#1 Best-Selling Author & TV Success Story
Before you decide on the tactical advertising method (i.e. print), you first need to master the strategic side of marketing, the message. If your messge isn't clear and compelling, then no form of advertising will work.
Follow the marketing equation of Interrupt, engage, educate and offer to build your compelling marketing message.