Print drives a higher return on investment.
Printed materials help a business make more money.
Print is valuable because it gives piece of mind.
We are all in business to make money. When you wisely choose the proper form of printing, whether it is digital or offset, you are often choosing the best way to keep costs down and profits up.
We have discussed how business printing is permanent and for keeps, making it a valuable part of your marketing message. We have seen how it is portable and can be referred to many times in many different settings. This leads to catalogs and flyers being a wise choice when considering how to best reach your prospects and convert them to customers so that your business is more profitable.
Printing is particularly persuasive as direct mail. According to research by the Direct Marketing Association and the Wharton Economic Forecasting Associates, print’s performance through the mail can be measured in dollars and cents.
The DMA researchers found that U.S. advertisers spend $167 per person in direct mail marketing to earn $2,095 worth of goods per person, scoring a return on investment of 13 to 1. Why? Because people gravitate toward print. A total of 38% of households surveyed by the U.S. Postal Service in 2006 found direct mail pieces interesting. That study also found that 85% of mail is either read or visually scanned by recipients.
And direct mail is also a great way to expand business relationships and keep customers loyal. A study by the Rochester Institute of Technology Printing Industry Center found that 67% of respondents like getting mail about new products from companies they do business with.
Using newsletters and flyers can be one of the most economical ways to reach and stay in touch with your customers and prospects. Of all of the various media, print is still the cheapest. Have you checked out how much it costs to advertise on the radio or TV lately? And once your message has aired it is gone and not easily retrieved and dependent upon a person’s memory. We are bombarded with thousands of messages a day and if it comes to us in a printed form it has a permanence that can make it more profitable than using other media.
When you want to reach a local market and touch local businesses here in Sonoma County there is no more valuable way than using printed material like rack cards, door hangers or postcards. Radio and TV broadcasts are precisely that: broadcasts. They reach a wide audience but they are expensive.
When dollars are tight and you want to build up your profits the precise targeting of printing can be a very cost effective approach.
Written by David Walrath
Ajalon Printing & Design
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