With the launch of Yellow Local List – a 24-page exclusive catalogue product for the council areas of Hornsby, Parramatta and The Hills Shire in Sydney’s northwest, we thought it was time to share the facts.
For over 80 years we’ve been helping local businesses reach more customers through the Yellow Pages, and in that time we’ve discovered that print should be an essential tool in your marketing toolkit.
Why? For starters, over 1.2 million people use the Yellow Pages book every week, more than 55% start with the Yellow Pages when searching for local businesses and 62% of people use the book at least some of the time.
When it comes to direct marketing, research shows that 69% of people find letterbox catalogues useful, and 97% of consumers open direct mail.
And it isn’t just the older generation that is connecting with local businesses in print – in 2015, Deloitte estimated that one is six Millennials subscribed to print papers or magazines.
Still not convinced? Here are seven reasons to incorporate print into your business marketing mix.
7 reasons to use print marketing in your business
1. Print can contribute to a multichannel marketing presence
In the Google Zero Moment of Truth study, Google found that most customers aren’t ready to buy the first time they interact with a business. Instead, it takes seven hours of interaction across 11 different touch points in four locations.
One of the strengths of print is that it’s an additional channel through which you can engage with your target customers – it adds to those hours, touch points and locations, ultimately making it more likely that they’ll buy.
2. Combine print and digital to give customers more value
One of the most effective way to link printed marketing materials to your online presence is with a QR code. Most people will use these to link customers to a website or social media profile, however, you could also use this technology to unlock new content for people who have seen your printed materials.
For example, in your product brochure or direct mail flyer, people could scan a QR code next to a product description and get a video tutorial or a testimonial about that product. In this example, print effectively grabbed a potential customer’s attention, while your online content took them another step closer to a sale.
3. Print is cost-effective
Print has a very cost-effective cost per impression (CPI), meaning your business can reach more people for less. In fact, according to the Advertising Specialties Study, physical promotional items have an average CPI of $0.002, compared with an average of $0.0025 per impression for online marketing.
Meanwhile, the Direct Marketing Association found that $1 spent on print advertising generated an average of $12.57 in sales – a 1200% return!
4. Print can boost your social media presence
Today, you’ll see an increasing number of business cards, brochures, and Yellow Pages listings that list a business’s social media profiles. Why? Because they know that customers like to interact with businesses in different ways – both online and offline.
By having both a print and a social media presence, you can enhance the effectiveness of both marketing streams. For instance, a printed marketing campaign might direct customers to engage with you on social media for access to discounts or to get their questions answered.
5. Print is more memorable
Print marketing is more memorable than online marketing. Print collateral is tactile and engages more of the senses than digital content, which creates more engagement and means your potential customers are more likely to remember you.
6. Print builds credibility
Print makes your business seem more credible and established than a digital presence. More and more consumers are digitally savvy, which means they know that anyone can set up a website or a social media presence with very little experience or investment.
Print marketing materials, on the other hand, reveal in-depth consideration of the message you want to share and how you want to position your business, along with your willingness to invest in getting in front of your target customers, all of which positions you as an established product or service provider.
7. Print stands out
More businesses are using social media, email marketing and online advertising to reach their customers than ever before, making it hard for your business to get heard over the noise. In fact, the average person receives 121 emails a day!
By contrast, most people don’t receive nearly as much print communications, which means printed marketing materials automatically stand out.
Thinking about print for your business?
If you’re ready to stand out from the crowd, build your credibility, and engage more customers, then we’d like to invite your business to be a part of the Yellow Local List pilot for Hornsby, Parramatta and Hills Shire.
This exclusive pilot will reach 140,000 locals with your business’s tailored messaging and special offers to lure more customers. Learn more at www.yellowlocallist.com.au.
Andrew Welch, Print and Paper Operations Manager, Yellow Pages Print Product & Distribution