Print Continues to Provide a Return on Investment
Print Ads are More Memorable and Lend Credibility Print continues to be a strong advertising media, despite all the naysayers. Though we all know that print is not an up-and-coming marketing channel, its benefits are essential and have stood the test of time. Print continues to be a crucial way to reach your audience. Research shows that people still respond to direct mail at cost-effective rates. Print is tangible in a way that electronic communication is not. Plus, with the advent of email, there is less and less in a homeowner’s mailbox for advertisers to compete with, making your print advertisement more likely to be seen. And, because of the valuable information in our community resource guides, they are more likely to be kept all year long for reference, unlike other forms of direct mail. Print Inspires Trust One of the most important benefits of print media is the trust factor. A recent survey by MarketingSherpa finds that 82 percent of U.S. internet users trust print ads when making a purchase decision, more than any other form of advertising. Maybe it’s because of the timeless nature of seeing something in print, but a print ad is a great way to give your brand a classic sense of credibility. Plus, because it is something they can actually hold in their hands, people are more likely to remember an ad they have seen in print. Print’s Target Audience Despite the prevalence of digital options, many people still reach for paper when searching for local information. We’ve come across recent research regarding directory advertising that shows that 46% of people still start their searches in print, rather than online. Also, a majority of the people searching in print are in the 55 plus age group, who happen to own 75% of the nation’s wealth. If this is your target audience, you’re missing out on reaching a large segment of these folks when they are searching for a business if you aren’t advertising in print. Our Readers See Your Ad More Than Once Because our community resource guides are used as a reference for lots of valuable local information, some readers will see your print ad on a regular basis. And, because the guides are sent to local households in your community, it is easy to know you are reaching your target audience. In a recent survey, we found that 22 percent of respondents use our guides at least weekly, 33 percent use them monthly, 28 percent use them occasionally, and 17 percent look through them at least once. With a majority of respondents using our directories more than once, advertising in Total Local Community Resource Guides is not only a great way to reach customers, but also helps provide each community with valuable local information about their government, schools, emergency services, organizations, history, parks, and more! At the end of the day, print is still one of the most powerful and lasting ways to reach your audience and promote your business. The tangible, timeless benefits of print advertising are here to stay. Contact Us If you’re interested in advertising in Total Local’s Community Resource Guides, please contact us or call 517-663-2405.
