The power of print advertising may not be what it once was, but print ads are still a potent way for companies in certain industries to reach niche audiences. While digital ads on online platforms continue to dominate the advertising landscape, print can be a valuable channel when leveraged in the right way by the right business.
Below, 11 Forbes Agency Council members explore different sectors where print advertising can provide a strong return on investment in 2023. Check out their insights to learn about the spaces where print can and should be a key piece of the marketing strategy to build brand recognition, engagement and tangible connections with target audiences.
1. E-Commerce
I’ve had a lot of success in e-commerce with several different types of brands by focusing on offline strategies such as print advertising. Many platforms now can automate mailing someone a custom card or flyer based on an action they took. Reaching customers via SMS, email and print automatically gives us many options to cover all of our bases! – Andrew Maffettone, BlueTuskr
2. Pharmaceutical
In the Canadian pharmaceutical industry, “journal ads” continue to be a source of information for a company’s key audience, namely healthcare professionals or prescribers. Although this industry is highly regulated, as is content and creative, the ads provide fair and balanced information on innovative medicines, and the format summarizes what the brand is indicated for. – Carol Levine, energi PR Inc
3. Luxury
Luxury brands in industries such as fashion or high-end automotive could benefit from print ads. Particularly in prestigious magazines, print has a certain prestige and tactile quality that resonates with those target audiences. It allows for detailed product showcases and evokes a sense of exclusivity, aligning with the luxury image these brands often seek. – Rudy Mawer, Mawer Capital LLC
4. Interior Design
The interior design industry still benefits from print ads because it’s an industry that is incredibly tactile. Designers and end users enjoy looking through the pages and pulling them out for inspiration or to use on mood boards. If you are a home goods designer in any category, this is still a viable outlet for advertising your work. – Meredith Xavier, The Ligné Group
5. Real Estate
The real estate industry can benefit from print ads as they provide a tangible and visual way to showcase properties. Prospective buyers can browse through brochures and flyers at their leisure, allowing for a more immersive and engaging experience. Print ads also have a wide reach, as they can be distributed in local newspapers, magazines and via direct mail, targeting a specific geographic area. – Elyse Flynn Meyer, Prism Global Marketing Solutions
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6. Elder Care And Senior Services
Print ads done right can be less threatening and more familiar in healthcare, specifically elder care and senior services. Plus, readers control the pace, which is empowering in a world that speeds by faster as people age. Make it a quality ad to stand out among the countless cheap and exploitative ads that target seniors. – Stephen Rosa, (add)ventures
7. Wealth Management
Wealth management companies that are targeting an older demographic can still benefit from print ads because their main target demographic is actively reading newspapers. Since there are fewer brands in these newspapers than there were 10 years ago, it is easier for brands to stand out and gain a strong share of voice through this medium. Pro tip: Add a QR code to your next newspaper ad. – Geoff Crain, Kingstar Media
8. Tourism And Hospitality
In the tourism and hospitality industry, customers often appreciate the tangible and trustworthy nature of print publications. Print ads provide a physical presence that readers can hold, bookmark or share with others. This can enhance the perceived credibility and legitimacy of a local tour operator or restaurant, for example—particularly for audiences who value traditional forms of media. – Scott Baradell, Idea Grove
9. Fast-Moving Consumer Goods
Print ads can be powerful channels for FMCG, fashion or pharmaceutical brands. Having offline printed ads fosters trust toward brands, since they engage with the target audience offline mostly. Also, these industries have a broad-scope audience, with not all purchasers participating in online spaces. In this case, print advertising is the only way to reach out to them. – Michael Kuzminov, HypeFactory
10. Niches Within Travel And Tourism
Print advertising is still a great avenue for niche markets. Travel and tourism can lean into print advertising, sure. But for a niche within the travel industry—cruise lines, for example—implement campaigns to promote specific destinations with brochures and flyers. The experience of tangible marketing replicates a principle of Sales 101: If they touch it, they’re more likely to want it. – Marc Hardgrove, The HOTH
11. Service-Based Businesses
Service-based businesses, such as HVAC, energy and electric, are still viable candidates for print ads. Their concentration is the local market, and by choosing the right publications, they will keep their brand top of mind with that local audience and also achieve market saturation. The key factors with print, however, are consistency and frequency, which must be practiced. – Mario Mirabella, MSM Digital
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