Just add print and grow
"By adding print to TV and online media, you can almost double your brand awareness" (printpower.uk)
In a recent survey Pegasus Print Group learnt that the majority of new customer enquiries received online were in direct response to printed advertising. This statistic was further reinforced in a March 2012 study carried out by Deloitte, suggesting the majority of people only visit a website after seeing it being advertised in the traditional media.
It found that 64% of those who responded visited a website after seeing it advertised on the television, and 62% paid more attention to newspaper ads than online ones. Meanwhile 88% claimed they preferred to read magazine content in its printed form.
More than 2000 people were surveyed, to see how consumers interacted with the media. While television was the most effective at prompting a visit online, printed advertising (61%) also had a high response rate. Mobile, meanwhile, had significantly less influence at 12%
Magazine readership was up amongst the group, with subscription rates rising from 29% in 2010 to a third last year. Online magazine reading has also doubled to 15%, but online subscription rates have remained at 2%.
The Deloitte study expressed “The strength of traditional print media should not be underestimated. Despite the digital hype, 62% of our respondents said that they paid more attention to printed advertising than their online equivalents”. This is an increase from 49% in 2010 when respondents were asked the same question.
“Internet advertising is giving ground to more tangible forms of advertising. We are witnessing an increase in personalised print and mail advertising that enables advertisers to engage with consumers at a greater emotional level, utilising one to one campaigns rather than mass marketing”, explains Greg Hourigan, Group Marketing Manager – Pegasus Print Group.
”Buyers have become increasingly sanitised to unaddressed electronic advertising and our research suggest that buyers and end users alike welcome the trend back to traditional forms of print advertising” added Hourigan.
That doesn’t mean to say that one channel should be ignored for the other. The technology available today allows advertisers to embrace the best of both realms with traditional and electronic media, delivering a more tangible multi-media experience with social media content and web links. A good example of this technology can be seen today within the Lonely Planet Guide books, where the publishers have been using QR codes (Quick Response) codes to assist traveler’s world wide. Simply by using smart phones, iPads or tablets, the user scans images printed within the guide book that links the reader back to advertisers websites, be it accommodation or a restaurant. The codes can even activate GPS coordinates to assist with navigation from their electronic mobile devise.
Contact Pegasus Print Group for more information on how to grow your business through print and multi-media.