3 Reasons Print Is Not Dead
Updated: Jul 26, 2020
I am sure you keep hearing that the rise of digital media has rendered print media unessential! From various perspectives, the facts confirm that the digital landscape has changed the position of print media. In some fields, it has even almost entirely replaced it. Yet in other areas, print media is a long way from being dead. When it comes to your real estate marketing plan, putting resources into high-quality print media is still highly recommended.
The truth is that print offers certain things that digital does not, so a successful marketing strategy will regularly include a well-balanced combination of both.
So how do you know when print marketing is the correct move? Here are three reasons you should seriously consider print media in your marketing strategy.
Photo credit Robert Gober "Untitiled"
1. PRINT MAKES AN IMPRESSION
Interactive content and the design freedom that the digital media world offers can be valuable. Simultaneously, in many cases, the tangibility of a campaign can be compromised if you cannot hold it or touch it. Getting something genuine from a brand can make the brand seem more real, expand credibility, and build trust. This is particularly evident in real estate. There is no escaping the physical world when your product is all about physical spaces that individuals live and move around in.
It's fundamental, especially in over-saturated markets, to leave a paramount, pleasant impression in the type of collateral and sales materials, such as brochures, flyers, and proposals. Additionally, textured paper, embellished letters, and die-cuts can be utilized in unexpected manners to elevate the brand and increment perceived value. And keeping in mind that these little touches might add to your marketing expenses can likewise be the differentiating factor that separates you from your competition.
Moreover, the possibility that something is too cool to throw out right away is an incredible inspiration for individuals to keep and share your collateral. An innovative email might be saved in a "keep" folder in somebody's inbox. Yet, an impressive direct mail piece may sit around someone's workspace or hang on someone's fridge as a daily reminder for quite a while.
2. PRINT REACHES YOUR AUDIENCE
Digital media is part of our day by day lives. However, it frequently goes overlooked, doesn't spike enough interest to convert, or substantially does not reach the correct audience at the perfect time.
Sometimes, your target audience requires print. For instance, if you're promoting a retirement community and your target audience is bound to stroll to their letterbox out front, than sign on to the internet. Direct mail is a superior and considerably more productive option for these people. Likewise, on the off chance that you have an incredible niche B2B audience and the best exchange distribution in your circle is print-only, it merits investigating.
Additionally, print media does not suffer from the same problem of competition (and ad-blocking) that digital media does. The capacity to market to purchasers in a physical space allows for opportunities to bypass the saturated and highly competitive digital landscape to get your brand in front of your audience.
It's smarter to reach your audience without measurable results than to never reach your audience at all.
2. IT GIVES YOU LEVERAGE
Much the same as in any relationship, a relationship with the consumer is based on expectations. We expect different things from print media than we do from digital media. A message conveyed in print holds greater validity, authenticity, and gravity than similar news delivered on a digital level.
This impression affects how a potential resident processes information about your property - even though it may not always be conscious. If a message is delivered on a high-quality print media level, the data is perceived as progressively precise, increasingly official, and worth focussing on.
Ultimately, the strength of this recognition varies upon the demographics. In any case, some people would undoubtedly favor settling on a choice based on a brochure they can hold in their hands and look back on later, as opposed to a website or digital promotion they may just have seen briefly.
In rundown, indeed, digital can be less expensive, more trackable, and more highly-targeted than print. But don't discount print just yet. At last, the print versus digital discussion descends to your objectives. Think about the circumstances and give print a reasonable chance since it might be exactly what your brand needs and what lives up to your consumers' expectations.