As one of the oldest marketing methods, print is prone to misconceptions that become widely accepted as truth. Print marketing is also often overlooked with the ever-increasing popularity of digital ads. Because of this, businesses are missing out on the power of printing. That's why we're here to debunk 5 of the most common printing myths.
Myth 1: Print marketing is outdated.
Dead, obsolete, old-school, irrelevant—these are words that some people have used to describe print marketing. Despite this perception, print can still have a strong impact on your organization. The digital space is a crowded one, making it difficult to stand out from your competitors. Print marketing can break through online ad noise, reaching your audience in a tangible way.
Still not sold on print? It’s proven that today’s consumers interact with print marketing and even deem it more credible than other materials. Over 80 percent of consumers trust print ads the most when making a purchase decision. Many young adults also say it's easier to read print items than digital ads. Print materials are also beneficial to your brand recognition, as they are more memorable than digital ads.
Myth 2: Print marketing is bad for the environment.
Growing up, parents or teachers told us not to waste paper and save the trees. The pulp and paper industry indeed uses around one-third of all industrial wood. However, the same industry was responsible for only 0.6% of total U.S. greenhouse gas emissions in 2020. Paper and paperboard are the most recycled materials in the United States, reducing the release of greenhouse gases. Furthermore, paper can be recycled up to 7 times before the wood fibers break down.
Vomela is committed to protecting the environment, as seen in our ESG efforts, and we take part in programs designed to ensure materials come from sustainable sources. Reducing waste can be as easy as planning your print jobs in advance.
Myth 3: Print marketing is hard to measure.
Proving the effectiveness of your marketing efforts starts with good measurement. It may seem impossible to track how print marketing works for your business once it's out of your hands and into the hands of the consumer. However, wondering about print's effectiveness is a thing of the past. Consider the following tactics in your next print job to track your ROI:
Design a custom promotional offer with a code to use at checkout to track the conversion rate on a specific campaign.
Include a QR code that users can scan with their phone—no typing required.
Monitor your website analytics after the launch of a print campaign to correlate any user spikes with the increase in exposure.
Include a strong call to action so consumers know what to do after interacting with your print materials.
Myth 4: Print marketing is too expensive.
Several factors affect the cost of printing, such as material type, print quantity, and distribution method. No matter how you choose to use print for your business, the bottom line is sure to surprise you. Direct mail has an average ROI of 112%, surpassing email, social media, and paid search advertising!
In addition to a competitive ROI, the cost per print goes down as volume goes up (in most cases). For example, if you order 100 flyers, you will be paying more per flyer compared to ordering 10,000 flyers. When you choose Vomela, you're paying for high-quality print production and dedicated staff to help you throughout the process.
Myth 5: Print marketing can’t be personalized.
As mentioned before, the prevalence of digital marketing has made it easier than ever to reach target audiences. This doesn't discount the many ways you can tailor print to increase its influence. Your database is the key to incorporating personalized content that converts at a higher rate! Use demographic data such as age, location, and previous purchasing habits to make your message meaningful. Keeping targeted mailing lists ensures direct mail goes to audiences most likely to respond.
Personalization also ties into the myths debunked above. Cleaning your mailing lists reduces paper waste by increasing the likelihood that your direct mail piece will reach its intended recipient. Incorporating targeted data into your print marketing strategy can reduce costs, so you won't spend money on messaging that doesn't resonate with your audience.
A Final Note
Thinking about how you can use print for your business now that these myths are debunked? Vomela is ready to be your full-service specialty graphics provider with the ability to source and create any of your print needs. Contact us today to see how we can bring your next print project to life.