Social media platforms have changed the way companies do business, but did you know only 22 percent of Americans aged 50-64 are on Facebook? In the 65-plus demographic, that number drops to 14 percent.
If you're trying to reach older customers who are most likely to have disposable income, spending your marketing dollars on social media is unlikely to elicit the results you want. Contrary to popular belief, print is not dead. Here is a look at two big benefits of printed direct marketing material.
1. Printed Marketing Collateral Has Staying Power
When a consumer sees an ad on Facebook, it is soon forgotten. With a swipe of their finger and a scroll down the page, your marketing post is gone. With printed marketing material, you stand a better chance that it will stick around longer.
This is even more true if you choose printed marketing vehicles with a dual purpose that is useful to the consumer. For example, a business card-sized advertisement printed on a refrigerator magnet could potentially hang out on a prospective customer's refrigerator for years. For the plumber trying to figure out where his marketing and advertising dollars should go, printed direct marketing collateral should be the obvious choice.
2. Printed Marketing Collateral Is Satisfying
Readers prefer printed books over digital books. They like the way a physical book feels in their hands. They like to turn the pages. They like the way a book smells. Many readers even feel they retain the information from a physical book better than from a digital or audiobook. A printed book is a tangible object that allows users to satisfy their need for kinesthetic or tactile learning.
Prior to the internet, major department stores put out physical catalogs multiple times a year. This was an exciting time for the entire household! People like to browse through the glossy pages of catalogs, circling all the things they want. They like to have physical catalogs to compare products from different companies.
As a business owner, you can take advantage of these characteristics with your printed marketing collateral. You can give your prospective customers the opportunity to sit down with a cup of coffee and leisurely peruse the pages of your brochure or catalog and learn more about the products and services you offer in a relaxing manner. They can set it down and pick it back up again to browse some more.
Printed direct marketing collateral such as brochures, business cards, and catalogs are still a necessity in the digital age, and for some demographics, it may be the preferred method of communication.