With a global market value of over $50 billion, the print marketing industry is often overlooked due to the various myths and rumours surrounding it. Printing has existed for centuries and just like any other industry it has been vulnerable to a number of misconceptions over the years. They start out as “talk” that eventually transform into believable statements with the help of time. However, such myths can cost companies in the form of valuable missed out opportunities. Let us now debunk the 4 most common myths in the print industry!
4 Popular Myths on Printing
Myth 1: Print marketing is too expensive
Truth: Yes if you choose to advertise on some of the largest national magazines such as vogue you may end up paying upwards of 100’s of thousands of dollars. Luckily, placing ads on local and/or regional magazines are much more affordable options. For instance, you can place an advertisement in a local magazine for as little as 250$. Similarly, according to this research the cost of acquiring a customer through direct mail marketing is $19, while the cost of acquiring a customer through paid search starts at $21 and can go up to 30$.
Myth 2: Unable to track ROI of print campaign
Truth: Tracking the ROI of your print campaign is possible, however, it does require a bit of extra effort. One of the options for tracking your print ROI is to include at least one traceable KPI in your print campaign. This does need to be created and set up. Here are some examples of traceable KPIs:
- Coupon codes
- Unique point of contact (e.g. an email id created for the print ad)
- QR codes
Myth 3: Print can not be personalized
Truth: It is commonly believed that printing lacks the ability to allow for personalized messages under one single job order. However, this is simply not true. Recent technological advancements have led to the innovation of variable data printing that allows customers to request for customised messages on every single page. Thus, customers now have the freedom to print personalized messages within the same job order. So next time do not hesitate to print thank you flyers customised to your customers names.
Myth 4: Print ads are ineffective as compared to digital ads
Truth: The benefits of print ads are often overlooked when compared to digital ads. For starters, print ads typically have a 77% higher ad recall rate than digital media ads. Some other common benefits of print ads over media ads include: less distractions, a more immersive experience, and much more. To find out more on the potential benefits of print advertisement you can check out our previous blog post.
It is important to address myths, since it not only hurts the industry but may also result in missed out opportunities. The print industry seems to be an industry that has suffered due to its myths & rumors. If you know of any other interesting myth about the print industry, feel free to leave a comment below.
