Print advertising is not dead. In fact, some people prefer print to digital. According to a study by MarketingSherpa, when asked which advertising channels they trust most when making a purchasing decision, 82% of respondents said they trusted print ads in newspapers and magazines.
Not only can printed ads help with building brand trust, but print advertising can also help a brand reach a wider audience. But how can you create a standout print ad that also complements your digital campaign? How can you make sure your printed ads are effective?
To help answer those questions, 14 members of the Forbes Agency Council offer their advice for the most effective ways to approach print advertising, one of which is Appetizer Mobile’s CEO, Jordan Edelson!
1. Break The Pattern
Create a print ad that veers away from the patterns surrounding it. If a publication features mostly text, include bold colors and images in your ad. If a magazine contains primarily photographs and art, your ad should emphasize content and blank spaces. Tie your print and digital campaigns together using the same creative concept to ensure consumers recognize your brand across both mediums. – Timothy Nichols, ExactDrive, Inc
2. Keep The Branding Consistent
Keep the branding consistent across all mediums. Whether someone sees your ad while flipping through a magazine or surfing the web, make your campaign instantly recognizable. Disruptive print campaigns need to speak directly to consumers. Including a recognizable hashtag on your print campaign can help tie together offline and online campaigns. – Bernard May, National Positions
3. Use Your Best Posts As A Guide
The most powerful social posts work just like great print ads — compelling visuals paired with insightful headlines. Comb through your best-performing posts. Find what they have in common and use that to inform your print work. Uncover which visuals and headlines were most relevant for different audiences, and use those insights to vary your messaging in a relevant way across publications. – Jess Cook, TMV Group
4. Focus On Targeting, Offer And Design
As with digital, the best print ads succeed when you do your research, target smartly and then back it up with a great design. For example, we just created a print piece for one of our higher-end clients. We researched the marketplace, decided what the ideal driving distance was for a real client, targeted homes that had a combined income of over $90K and created a nice piece. It worked like a charm. – David Kley, Web Design and Company
5. Make Your Print Ads Interactive
Print ads don’t have to just sit there and look pretty anymore. By using a combination of QR codes and customized mobile phone apps, a print ad can create interactivity between the brand and the consumer. Merging the real world to the digital world is an enhanced brand experience that most people will find memorable and will want to share with friends and family. – Henry Kurkowski, One WiFi
6. Keep It Short
Keep the copy to a minimum. You only have a few seconds to capture the reader’s attention, which you won’t accomplish by inserting whole paragraphs into the ad. You should have an eye-catching headline, a couple of sentences of copy, and clean visuals that tell a cohesive story about your brand or the solutions you offer. – Kathleen Lucente, Red Fan Communications
7. Create A Call To Action
Print ads that create a call to action and provide benefits both offline and online are the ones that are typically most successful. They will stand out and typically be more memorable, as a person has a reason to hold onto it and not throw it away. – Jordan Edelson, Appetizer Mobile LLC
To read the entire article, visit the following link: https://www.forbes.com/sites/forbesagencycouncil/2018/10/19/14-ways-print-advertising-can-provide-new-audience-potential-for-your-company/#30db91f33990