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Like countless other businesses, you might be devoting all your advertising and marketing efforts to digital channels. While digital advertising is generally good for business, if you’re relying solely on digital, you might want to look into print advertising. According to a study conducted by Marketing Sherpa, print is considered the most trustworthy form of advertising among 82% of respondents. 

The trick to maximizing the ROI on print advertising is to select the most effective forms of advertising. It’s clear that print news is on the decline so dedicating your advertising budget to newspapers likely won’t yield the best bang for your buck. Here we will break down some of the best ways to utilize print advertising. 

Magazines

While the popularity of newspaper advertising is dwindling, magazine advertising is still considered trustworthy by consumers and effective by seasoned advertising professionals. While you may not be able to afford a two-page spread in Better Homes and Gardens, you could likely afford an advertising spot in a local magazine. In fact, the number of magazines in circulation tailored to locals might surprise you. We recommend contacting regional publishers and trade magazines to inquire about their advertising prices. 

Pel Hughes boasts an in-house graphic design team that can help you develop polished and beautiful print ads. 

Direct Mail

If you’re looking for an effective form of print advertising that won’t break the bank, we recommend researching direct mail. This form of advertising has higher conversion rates than social media and e-mail marketing. Moreover, personalized direct mail is a hit among all age groups. Viewed as a nostalgic and trustworthy form of advertising, a direct mail campaign is a great way to get locals interested in your business—especially when your campaign includes incentives like discounts and promotional codes. 

A great direct mail campaign merges your digital presence with your brick-and-mortar one. We recommend adding your social media handles and website URL to your direct mail’s copy. It’s especially helpful when your promotional codes and discounts are accepted in-person and online. 

Our team of graphic designers and printing pros can help you execute effective and well-received direct mail. We can also help you manage your mailing lists, too. 

Door Hangers

Another cost-effective form of print advertising is launching a door hanger campaign. Door hangers are less likely to be discarded before reading. These simple pieces grab attention because of where they are placed. They’re also cost-effective as postage is not necessary. Door hangers, like direct mail, can easily help connect potential customers with your digital channels by placing website URLs and social media handles in their copy. 

The pros at Pel Hughes can help you target specific neighborhoods and develop custom door hangers in line with your brand’s messaging and imagery. 

Local magazines, direct mail, and door hangers can help you target your ideal customer. From food and retail to service-based businesses, these forms of print advertising are suitable for an array of industries and the nonprofit sector. 

If you are new to print advertising, give Pel Hughes a call at (504) 486-8646. Our woman-owned enterprise works with businesses of all sizes throughout the United States.  

 

Proprietary technology is making it easier to merge digital marketing with print. These advancements have made it possible to generate personalized direct mail within hours of a potential customer’s visit to your website, too. This type of marketing, known as direct mail retargeting, is one of the hottest trends emerging in 2021.

Businesses of all kinds are already utilizing direct mail retargeting. In fact, giants like Wells Fargo, Ashley HomeStore, GEICO, and Talbots have been implementing direct mail retargeting into their marketing initiatives. The good news is that these companies’ direct mail retargeting is fully compliant with privacy laws, too. 

If the concept of direct mail retargeting is new to you, our team at Pel Hughes has compiled some helpful information to help you determine if this type of marketing is something you should pursue. 

Direct Mail Retargeting: The Basics

You might already be utilizing retargeting through e-mail. Many businesses send personalized e-mails if a shopper abandons a purchase after placing goods in their digital shopping cart. Direct mail takes this principle a step further by sending personalized print materials to a shopper’s home. 

Personalized direct mail can be generated in a matter of hours after a potential customer places items in their cart but does not follow through on their purchase. This mail can include incentives like discounts or promotional codes to encourage a sale as well. 

The Case for Direct Mail

While many businesses are digitally-forward with their marketing, there is still a real need to engage in print from time-to-time. Print, particularly direct mail, offers high conversion rates and resonates well with customers across many demographics. 

To illustrate the effectiveness of print advertising, it’s important for business owners and decision makers to know that direct mail is the leading martech stack offering high YOY growth. The second martech stack is data, which is something that is necessary to produce an effective direct mail retargeting campaign. Direct mail when coupled with reliable data can lead to increased conversions, brand recognition, and customer loyalty. 

Direct mail alone sees higher ROI than e-mail marketing and social media advertising. It helps legitimize your business, too by giving your brand a real-life presence in a potential customer’s mailbox. 

If direct mail seems passé, consider the following statistics:

  • Over 50% of consumers feel that direct mail is a trustworthy method of advertising
  • More than 80% of direct mail is opened while about 30% of e-mail advertising is opened
  • Direct mail’s ROI hovers between 18% and 20% while social media and e-mail marketing sees an ROI between 1% and 3%

Direct mail is powerful—especially when it is properly executed. A good piece of direct mail has compelling copy, crisp design, and quality stock. If you need help harnessing the power of a direct mail, give the experts at Pel Hughes a call at (504) 486-8646. We provide in-house printing and graphic design. We also offer database management to help you keep track of your customers and new leads.