Promoting your products or services nowadays is done way differently than it was years ago. Back in the day, advertisements were placed in local magazines and newspapers. Every now and then, a new television commercial would emerge. In this digital age, convincing customers to buy your product is done almost entirely online. Whether it is via YouTube ads or when you’re scrolling your Facebook feed. Some companies, however, like to believe there’s a different way of advertising your products.
These businesses want to use a trustworthy tool, that still proves its expertise. Void of innovation is what most people would say about it. It doesn’t bring anything new to the table, others may think. What’s that ‘it’? Printed advertising.
Isn’t print dead?
Well, first off, no. Many journalists, marketing and communication experts proclaimed the end of the printed medium. However, as digital tools became the norm to conversate with customers or possible prospects, print started to receive more attention. In a previous blog post, we already highlighted the fact the printed medium isn’t about to disappear any time soon.
And we still stand by that statement. Supported with conclusions from several research projects, we proclaim that printed media lasts longer. Besides, print is better remembered than its digital counterpart. And, last but not least, print is an excellent addition to your marketing mix. Why? Because of its versatility. Printed communication can take on many forms: think a greeting card, a retail leaflet or an advertisement.
The communication form of the advertisement too can appear in different styles. For instance, on a billboard, in a glossy magazine, as a greeting card or in a local newspaper. To demonstrate why print advertising isn’t redundant, we’ll be showing examples of successful print campaigns by some international companies and businesses.
Flexibility of print advertising
You might think that print advertisements are boring, frozen in time and do not provoke interaction with their audience. In the examples we’ll be showcasing, companies prove to take a different take on print. Their advertisements are daring, innovating and they ensure that there is a real connection with the public.
Let’s take the outstanding example of Kontor Records. Kontor Records is a records company. Back in 2013, the company wanted to promote the new record of one of their singed artists. The label asked itself: How do we attract the attention of agency creatives if promotional CDs immediately get thrown in the bin?
Well, as all good DJs, Kontor decided to go with vinyl for this print advertisement. But how do people play that record if they don’t have a record player at their office? Kontor designed a record player that could be found in the mailing of the record itself: the Office Turntable. Receivers of the record simply needed to place the record on the record player. Next, their smartphone did the rest of the work!
The results of the innovative print ad spoke volumes. Around 71% (!) of the 900 Turntable QR Codes were activated. That number is about 64% higher than the average response. Successful print advertising indeed! This example of Kontor Records underlined that print ads are innovative, flexible and just fun!
Linked with your values
Just advertising for the sake of advertising isn’t something many would advise. Putting up an advertisement in your local newspaper to promote your products – without a link to your company’s or brand’s values – is very much a no-go. An advert like that won’t linger for long. Some examples prove that a strong link between your advertisement and your brand is of the utmost importance.
The example of UTEC, Universidad de Ingeniería y Tecnología, quite clearly demonstrates its core values and its message. The advertisement was meant to help recruit more students for the university. Instead of placing faces of smiling students on a billboard, the university designed an intellectual tour de force, establishing its expertise in the field of engineering.
The university is located in the deserts of Lima. Finding potable drinking water is a difficult task for the local communities. The atmospheric humidity in the area, however, is very high, about 98%. UTEC then designed a billboard that produces drinking water out of air. This print advertising demonstrated its technological expertise and the university had a chance to give something back to the community.
Clearly defined target audience
When you’re publishing a print ad, there’s one important thing you need to take in mind. What’s that, you may think? Your target audience. It’s no use if ads of your company circulate in magazines your public won’t read. Let’s say your business specializes in the production of furniture and decoration. Would it benefit your company if you published print ads in a magazine tailored for readers that want to obtain a healthier lifestyle? Not really, right?
That’s why we suggest you follow the example of Nivea. The advertisement was placed in popular Brazilian magazines. Their target audience? Young mothers who have a smartphone and who live close to the beaches of Rio de Janeiro.
Nivea, daughter company of Beiersdorf, is one of the world’s best-known skin care brands. It specializes in body-care and sunscreen products. This ad, specifically, was designed to help young mothers with that one another concern they have when visiting the beach. Their kids wandering off and getting lost on the beach. To help solve this problem, the ad included a strip with a built-in locator. Mothers just needed to adjust it like a bracelet on their kid’s arm. And finally, readers only needed to download an app and adjust the settings for their kid specifically.
In short, the ad helps parents protect their children that are playing on the beach. Besides, this ad also directs its attention to the thing that Nivea focuses on: protection. Whether it was via a high-SPF sunscreen or via an innovative multi-media advertisement, Nivea proved that printed advertising isn’t obsolete. If paired well and if directed to your core target audience, the impact of your print ad will be outstanding.
Print advertising is thus long away from being dead. It’s proven credibility and long-lasting power has convinced international brands to give print a try again. And the examples we quoted, demonstrated very well that print isn’t frozen in time or supposed to be boring. Print advertising is innovative and builds a sincere connection with its audience.
But it doesn’t stop there. If you combine personalized online ads with innovative print advertisements, they will work synergistically. That, in turn, will create an expert omnichannel strategy for your customers! So, are you ready to give print advertising a try (again)?
Don’t forget to share this article with your colleagues! And make sure you leave your personal experience about innovating print ads in the comments! You can follow us on LinkedIn if you want to transform the way you use print!