When it comes to print ads, your options are likely a lot more varied than you realize. It’s not just about national newspapers. There are other types of print ads that allow you to reach specific audiences that will be the best fit for your business and offerings.
If you’d like to broaden your print ad horizons, keep reading, and I’ll walk you through the different types of print ads you need to know.
Local Paper
Newspaper advertising might be the first thing that comes to mind when you think of print ads. And here, your options are numerous. The pool is so much wider than those big, national papers we can all name without thinking. In fact, there are well over a thousand newspapers in circulation in the United States.
If you’re a local business, advertising in your local newspaper is a fantastic way to reach a highly relevant audience. Consumers who subscribe to a local newspaper are invested in keeping up with the happenings in their community. They’re likely engaged citizens who are interested in supporting local businesses, too.
That’s where your advertising comes in. Getting your business’s name in front of this group of readers allows you to win the attention of this captive audience.
Niche Magazine
As with newspapers, there are probably more magazines in circulation than you realize. Last year, there were over 7,200 magazines in print. Like local newspapers, niche magazines offer you the opportunity to target your ad spend at relevant audiences.
While local newspapers allow you to target based on geography, niche magazines connect you to relevant readers who share an interest relevant to your industry or field. If you run a number of upscale bakeries, you might choose to advertise in a fancy food magazine. If yours is a children’s clothing store with an e-commerce component, a parenting magazine might be a smart fit.
Inserts
Everyone loves a good deal. And if you’re trying to attract attention for your brand, running a promotion or coupon special in weekly newspaper inserts can be a great way to win the hearts of price-conscious shoppers.
Offering discounts and coupons can be a great way to drive an initial sale. And research shows that coupons are particularly popular with Millennials; 69% of them say that they won’t make a purchase without first searching for a coupon.
Once you’ve won those new customers over with a great deal, dazzle them with your superior customer service and product. Before you know it, you’ve created a new customer who’s loyal for life.
Direct Mail
Email marketing has become a favorite marketing channel for digital marketing gurus. And not without reason – it’s a highly effective way to reach consumers.
It’s harder to ignore printed mailers. When something comes in the mail, we’re more likely to engage with it.
Surveys have found that 70% of consumers feel direct mailers are more personal than digital marketing strategies. And between 70 and 80% of consumers will open any piece of mail they get, even if it’s one they’d label as junk!
Brochures, Postcards, & On-Site Advertising
A lot of marketing tactics are about you reaching out to your customers, but what if they come to you? There’s a print ad for that, too! Brochures and postcards can be an effective marketing tactic for many local businesses.
If you run a local retail location or restaurant, a brochure can be a great way to gain the attention of both locals and those visiting your area. Speak with hotels and other local businesses in the area to see if you can leave some brochures at their front desk. Other small businesses are often happy to help out a fellow entrepreneur, particularly if you offer to return the favor!
Postcards can also be a nice keepsake for those who have stopped by your brick and mortar location. Have you ever hung onto a postcard from a restaurant after a particularly lovely meal? Or maybe you’ve bought a gift for a friend and used the store postcard to write a note to accompany the gift? These are all simple, creative ways for businesses to take advantage of print ads’ tangibility.
At first glance, print ads might seem like a limiting, outdated marketing method. Upon further review, though, smart marketers will realize that the world of print offers them lots of opportunities to reach a relevant audience in smart, eye-catching ways.
If you want to learn more about what we can do to help you get your print efforts up and running, take a look at our print ad solutions.
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