For years now, businesses have moved to a more digital approach in their advertising initiatives. The rise of the digital search, led by websites like Google, Bing and more has created a generation of consumers primed to quickly search for a good or service on their computer or smartphone instantly. This move towards digital advertising and search engine marketing has created an entirely new and evolving industry. It does have many positives in terms of measurable, real-time results and a plethora of demographic information on customers and engagement.However, there also seems to be a strong misconception that print advertising is unable to produce these same metrics and results. In fact, many people have been asking ‘’Is print advertising really still as viable as it once was?’’. Many would be surprised to learn that the answer is indeed ‘’Yes’’ and that print advertising hasn’t lost any of its effectiveness and influence. Let’s take a look at how print advertising has continued to be an effective and essential tool for the success of SMBs:1. Highest Spending AudienceHave you ever heard the expression ‘’Quality over quantity’’? Of course you have! Print advertising has a strong impression over the highest paying demographic strata: families and couples (aged 45+). This specific group of individuals will generally find themselves in the upper-middle household (according to Yellow Pages, their average income is of 134K per year) and represent one of the higher paying audiences in Canada for services or shopping. What’s even more important about this specific demographic is that they have been the fastest growing segment population in the last ten years; making up more than 40% of the population in the next 15 years. As of 2016, the average spend per purchase of print Yellow Pages buyers for General Contractors was $5,734 according to Burke data released in April of 2016.2. Trust and Purchasing TrendsUpon answering a quick survey, 82% of internet users said they trusted print ads when making a purchase decision, more than any other medium. The level of trust and effectiveness when using print advertising is actually quite surprising to many, as 75 % of searches on Yellow Pages print ads are from ready-to-buy customers who follow up on ads (via call or store visit). Of those follow-ups, 52 % of then result in a sale or contract for an SMB, which represents a significantly higher conversion rate than a single digital advertising initiative. Further adding to the power of print, is its ability to attract new clientele, as 50 % of customers who follow up on ads are new customers; a great value for an SMB looking to grow its brand awareness.3. Growing Customer EngagementIn a recent study, it was found that people process print content/advertising with greater engagement and focus, and a deeper emotional response, than they do content viewed on a screen.There’s actually been growing, as 32% of purchases made in 2017 were driven by print or direct mail promotions. To the surprise of many, Print directories are consulted in one of every 4 searches done on a daily basis in Canada!In fact, recent studies on print advertising show that print ads are more likely to engage users and prompt action in comparison to digital ads. As recently as 2018, print-related advertisement was rated ahead of digital products such as ratings and reviews, daily deals, social media, online videos, and mobile apps in regards to trust and engagement levels. That shows that many have remained and are turning back to print to get a quality service or good from a local business.4. Strong Industry Focus Print advertising is very popular for specialised industries in a local setting. Consumers often turn to print advertising to find the local, specialized businesses in order to help them out of whatever bind they may find themselves in. Here are just a few examples of what people look for the most when looking through print directories:
Entrepreneurs
Plombiers
Amélioration de l'habitat
Électriciens
Restaurants
Services pour animaux de compagnie
Santé des animaux de compagnie
Services médicaux
Services juridiques
Et bien plus encore
La publicité imprimée ajoute une touche particulière aux entreprises locales qui cherchent à atteindre leur clientèle croissante. Avec des entreprises spécialisées dans la santé, la plomberie, l'amélioration de l'habitat et d'autres qui cherchent à se faire un nom au sein de leur communauté locale, la publicité imprimée a fait ses preuves et leur a permis d'obtenir la visibilité qu'elles souhaitaient. En faisant confiance à la publicité imprimée étant très bien orientée, les annonceurs peuvent être sûrs que leur public cible pourra les trouver la prochaine fois qu'il cherchera de l'aide. La capacité de la publicité imprimée La capacité de la publicité imprimée à garantir des niveaux d'engagement plus élevés et une nouvelle clientèle en fait un élément essentiel du portefeuille de tout annonceur, de sorte que la question que vous devriez vous poser est la suivante : "Qu'attendez-vous ?Quelle est la prochaine étape ?
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