How to grow print advertising
IT’S NO secret that print media is on the down and out. More and more people are turning to the internet for news and information.
A recent Global Media Report by McKinsey & Company shows that “spending on media continues to shift from traditional to digital products and services at a rapid pace. By 2019, we believe digital spending will account for more than 50% of overall media spend… As it continues, it will not only expand the digital share of the media wallet, but have a structural effect on almost all media sub-sectors, [essentially] redefining business models.”
With digital media encroaching more and more on print media’s turf, there has never been a more important time to get creative and innovative with your print advertising.
Here are five innovative solutions to keep print advertising fresh: 1. Engaging Quick Response Codes
A Quick Response (QR) code is a printed 2D barcode that you scan using your phone’s camera.
This directs users to anything from a website and a video, to Google Maps and vCard information. QR codes can even trigger an event like a phone call
– a handy addition to your business card. Possibilities are as endless as your imagination.
Take Ford, for example. They used QR codes to show off their latest Ford Explorer. Three interactive ads were printed, each with their own QR code. The reader could scan the code, line up their phone on top of the ad page, and see the car in action on their screen.
QR codes can be generated free of charge. All your customers need in order to use them is a QR code scanner app; there are many free ones to choose from. 2. Interactive paper
When printing flyers or leaflets, consider how the physical paper itself can be used to showcase your business and products.
Coca-Cola FM created a beautiful example of this. They included cutout and fold areas in their magazine ad, which, when assembled, formed a cellphone amplifier to boost up the volume on their listeners’ Coca-Cola FM parties.
Get creative when considering your paper choice and design. Try to incorporate folds and functionality to relay a fresher, stronger message for your business.
This doesn’t have to cost you any extra money, it just requires some creativity. 3. Humourous content
Why so serious? Try to incorporate humour into your print advertising. Where appropriate, humour triggers an emotional response from your audience, which helps associate positive feelings with your brand.
These positive feelings make your brand memorable to your customers.
So be funny; if you can’t be funny, be interesting. People want to be entertained or educated; let your print adverts tick one or both of these boxes. 4. Incorporate apps
Apps can turn your leaflets, flyers and other print media into engaging experiences for your customers.
Create an app that adds a layer of interaction to your print advertising to revive your static content and make the experience so much more exciting. 5. Recycle print media online
A major challenge is the timeconsuming process of generating content for both print and online audiences.
Your print media is a treasure-trove of content that you can re-purpose for your online marketing channels. This is a cost-effective and time-saving method to keep your business’s online presence fresh.
Do you have several flyers and posters? Turn the images and information into interesting and funny social media posts.
Do you have an informative booklet? Compile this into a PowerPoint to share on Slideshare.
Do you have reports and information including data and statistics? Turn these into interesting, easy-to-read infographics that can be used on your website and social media.
These tips, along with a bit of out-ofthe-box-thinking, will set you on the right path towards innovative and revived print media.