By Brian Schaeffer
As the owner of a marketing company for more than 20 years and with a subsidiary publishing company (AGS) that is entering its 31st year, this is a particularly weighty question. We are going to explore the relevance or NOT, of print advertising. This is the second part of a two-part series. To read Part 1, click here.
Is print changing (If that’s even possible)
Since we learned in Part 1 of this series that print does still exist, is it still boring? Not if it is going to continue to exist.
Remember those newspapers, magazines and guides we talked about in Part 1 of this series? Well they have gotten a lot smaller in size (unlike your friendly author) and there’s a reason. Economics of printing and postage is only part of it.
Most have embraced a sleeker look with more dynamic content. There are often fewer ads, providing more opportunities for those who do advertise and the ads or articles are interactive with things like ‘scan this photo’ in a golf magazine instructional. Is anyone more gullible than us golfers when it comes to equipment!
How about those advertorials that seem like great little articles that are actually SELLING you something. Speaking of articles, would it surprise you to know that printed articles are actually read more than online articles that are often just quickly scanned due to annoying pop-up ads and cookie tracking that keeps giving you information about SUV’s because you a year ago you did a search on Ford Explorers!
Ads are becoming cleverer. With graphics software being what it is and realizing that less is MORE you can really catch a person’s eye so much easier. One of our clients runs really cool black and white ads in full color publications and bright four-color ads in newspapers. Don’t forget the demographics for your product or services. Consumers love a great print ad, which will likely drive them to your website!
Part 4 – Is print worthwhile, or a giant waste of money?
Okay, we now know from Part 1 of this series that print is here to stay. We also discovered why that is and we found there are some clever applications in the section above. But, is print worth spending your hard earned cash or a single bitcoin?
We have the largest motorhome dealer in the world as a client who spends tens of thousands of dollars every month on the web, that’s part of why he’s No. 1!
But, on his website, is a video testimonial of a client who said they were sitting in a campground reading a state camping directory (the RV Travel & Camping Guide to Texas, specifically) when they saw one of his ads. They went to the dealer’s website and found the exact rig they wanted and bought it over the phone.
That was a $250,000 sale from an ad that cost less than 2 percent of that sales price. That’s target marketing you can believe in!
Warren Buffet once said, “Charlie (Munger, his successor) and I believe that papers (that’s print!) delivering comprehensive and reliable information to tightly-bound communities (like RVers) and having a sensible Internet strategy will remain viable for a long time.”
Let me put it another way. I bought a Kindle when they first came out and it is collecting dust in the cabinet over my john in the master bath. Meanwhile, John Grisham’s latest hardbound novel, The Whistler, is setting on the back of the same john calling my name. You figure it out!
The entire series can be found online at www.rvdailyreport.com/category/campground/campground-cache.