The options for reaching consumers through marketing and advertising increased dramatically with the rise of the internet. Subsequently, conventional advertising outlets such as print publications, newspapers and direct mail have fallen out of favor among many brands.
Although it is true that digital campaigns often allow companies to measure the effectiveness of their efforts more precisely, “old-fashioned” methods of advertising can still generate great results for a brand under the right circumstances. To ensure a strong return on investment, it’s key to understand the kinds of scenarios where advertising in more traditional outlets may work well, if not better, than digital.
Below, members of Forbes Agency Council explore 12 solid reasons why brands might consider turning to more traditional ad placements to get the word out.
1. To Engage Through Educational Opportunities
My team utilizes print media effectively to share recipes, wellness advice and information on events sponsored by the brands we represent. We use print as an educational opportunity to engage with parents who look for wellness tips and kid-related activities. – Alana Sandel, Marketing For Wellness
2. To Target Very Specific Groups
I use print ads for my clients who are trying to target a very specific group and will often place these ads in trade publications. We may, for example, buy ad space for a golf course in a golf publication. – Spencer Hadelman, Advantage Marketing
3. To Give Readers A Tactile Experience
Print readers are more likely to look at ads for longer periods of time than digital consumers, creating an opportunity to engage them more deeply. A great example is the IKEA magazine ad for a baby crib that could also be used as a pregnancy test. The ad copy read, “Peeing on this ad may change your life.” You can’t do that in a digital channel. – Scott Baradell, Idea Grove
4. To Gain Exposure At Conferences
If you’re attending a large conference, you may want to consider advertising in the “show daily” newspaper or tabloid at the conference, especially if it’s distributed in a door drop to attendees’ hotel rooms. Creating an insert—think targeted e-book—that can be included within the pages of the newspaper can be especially effective. – Jodi Amendola, Amendola Communications
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
5. To Give Consumers More Time To Browse
Print and mail sent directly to a consumer’s inbox are still very effective and can reach them where they are choosing to shop or consume content. This allows them to have more time to browse and decide what they want to purchase with thoughtful intent. – Jessica Hawthorne-Castro, Hawthorne LLC
6. To Engage With Older Audiences
Newspapers and print publications often offer good opportunities for reaching and engaging with older audiences, who are often more comfortable with print media than digital media. – Larry Gurreri, Sosemo LLC
7. To Reach Smaller, Localized Audiences
The advantage of newspaper advertising is that it targets a certain demographic that is usually harder to reach through digital channels. Print publications allow you to reach a smaller audience in a specific geographical area. Having your creative be a direct response ad enables you to effectively measure the ROI on your print campaign. – Adrian Falk, Believe Advertising & PR
8. To Cut Through The Noise In A Unique Way
One obstacle to overcome in advertising is trying to cut through the noise. As the digital space becomes increasingly crowded and more expensive, traditional outlets such as billboards and direct mail offer a unique way to communicate with your targeted audience. They also have been upgraded since their inception—for example, mailers can now be targeted using IP addresses layered with digital identifiers. – Nathan Miller, Miller Ink, Inc.
9. To Make Key Announcements More Visible
Know your market. In some cities, advertising hiring announcements and acquisitions in the local papers and business journals can generate incredible visibility and a return on investment through gaining new clients. – Mary Ann O’Brien, OBI Creative
10. To Tell Your Full Story In A Shareable Way
While this is not the most inexpensive suggestion, it does deliver in terms of visibility and engagement: Try newspaper inserts. There are tons of places to advertise within a newspaper’s pages, of course, and one-page inserts are great. They can be in full color, and you have two pages to tell your full story. They are easily saved and shared, and if you are running a coupon, they are a perfect fit. – Christopher Tompkins, The Go! Agency
11. To Build Name Recognition In A Community
Hyperlocal publications such as community newsletters can still be a great way to build name recognition in your local community and create highly targeted local messaging. Plus, the costs are usually very reasonable, making it worth the investment in public relations alone. – Hannah Trivette, NUVEW Web Solutions
12. To Offer Promotions And Deals Via QR Codes
Make your physical ad interactive via a QR code and hold your customer’s hand on the journey you want them to take. The great thing about making an interactive ad is that you can offer all kinds of promotions, coupons or “get it now” deals that keep your print ads from being dated. And if they are scanning your ad, you can also track these scans to measure your campaign’s success. – Bernard May, National Positions