In a world where digital is increasingly more dominant and people spend much of their time on their smartphones, it’s easy to think that online methods are the only way forwards when it comes to advertising your business.
However print advertising is just as instrumental in marketing what you have to offer and can work very effectively alongside your online efforts. Check out our four reasons why you can’t afford to forget print advertising as part of your marketing plan.
1) Your local paper is the gateway to thousands of people in your community
By using print advertising in a local paper, you have access to the heart of your community and therefore the people more likely to buy from you, making sure you spend your budget wisely.
It’s also possible to target people by advertising on specific pages of the paper or in supplements to reach people with particular interests. For example, a local leisure park might want to appear in the events/entertainment section of a paper, or a local ‘What’s On Over Summer?’ supplement so that their ads are seen by readers very likely to be looking for things to do.
2) Get found in a trusted context
Many local newspapers have been part of the local community for decades, if not hundreds of years, and are well established as a trusted provider of information. Therefore, advertising here gives your business credibility and helps people to trust what your local business has to offer. Being seen in a recognisable title helps to establish yourself as a reputable business within the local community, so when people are looking for products or services you can provide, they will be more likely to get in touch and make that all-important decision to buy.
Plus, appearing in your local newspaper gives you more control over the context in which your messages appear. Recent news has highlighted the pitfalls of online advertising on some global platforms as adverts can appear alongside extremist or inappropriate content. M&S even stopped advertising on a couple of those platforms because of these issues alone. Advertising in your local paper is a great way to avoid any negative associations with this type of content.
3) Create impact with engaging messages
The beauty of your local paper is that it’s a physical, tangible object and is something that readers generally invest time in to consume. With this in mind, print advertising is a great opportunity for you to reach people at a time when they’re not multi-tasking and are really engaged with the content they’re reading
Use your adverts to create impact and catch the eye of these people. Then engage them with messaging that is enticing enough to encourage enquiries and, better yet, sales.
4) Extend your reach to an offline audience
It’s impossible to avoid the increasingly digital world we live in, which makes online advertising an essential element to your marketing. However, using print advertising alongside digital methods gives you the flexibility to appeal to a wider range of customers. In fact, local news brands boost effectiveness of other online channels by 53% (Newsworks/IPA, 2016), proving the strength of a marketing plan that includes both online and offline elements..
Additionally, there are often opportunities to advertise on your local newspaper’s website too. By advertising with one provider in print and online you can make sure your ads are joined up creatively and promote your business consistently, helping you to increase awareness of your offering in the local community.
So we may live in an online world, but the role of print advertising is far from extinct. It’s a key part of marketing your business to reach more people, engage customers with what you have to offer and generate more sales. Ultimately, when used effectively alongside your online efforts, you’ll soon find it’s a recipe for success to win more customers.
For more information on the importance of print advertising and how it can work for your local business, read the following articles:
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