Good news paper lovers! Three of the top 10 most effective advertising channels are print based. Australia Post recently surveyed over 9000 people (download here) ranging from youth and young professionals to families and retirees in a report called ‘Creating connections that matter: how Australians want to hear from brands’. The findings debunk the modern advertising myth that connections made via digital channels are all that matter. Instead, catalogues and flyers, TV, press, radio and direct mail out-ranked online methods. Here are the top ten:
1 Catalogues and flyers
5 Personalised direct mail
8 Social media
9 Online display
We found some interesting insights about the print based methods and how consumers feel about them:
• Consumers rank catalogues and flyers as the most effective advertising channel because they are tangible, credible and easier to refer to later.
• Press and other print collateral are considered most effective by families – a key target market for many businesses.
• Direct mail is ranked amongst the top five advertising channels because it is tangible and portable, with the added bonus of tailoring the message to the recipient.
• 65% of average Australians find physical, printed catalogues and flyers a key tool when buying new clothes to update their wardrobes.
• Personalised direct mail is considered the most useful channel for people wanting to keep in touch with the performance of their superannuation.
• Youth is significantly more likely to consider direct mail effective because it is trustworthy.
• Consumers use different channels depending on their path to purchase, with the top three being websites, TV and catalogues and flyers.
From reading the study, we did find a multichannel mix approach is the key. Choosing the right ‘channels’ whether it’s website, TV or print advertising depends on your audience. That’s marketing 101 kind of stuff which may be common sense for some people but understandably not everyone. Interesting enough, the report also highlights that marketers are not spending as much as they should in the most effective channels like catalogues and flyers. We could ask why? But it’s like the question ‘how long is a piece of string?’
It comes back down to creating value around print so hopefully the results of this survey have provided you with some key pieces of information that will help you next time you’re selling in print to your customers. Like this piece of recent news we found on ProPrint, announcing the Hannanprint win. They won the prestigious Myer supplier awar,’ ahead of the big two TV networks, for the Myer mainstream catalogues and Myer One rewards program catalogues they print. Good news again!