Direct marketing is arguably the way forward. To be an effective omnichannel brand, print marketing efforts should be included in your strategy. In fact, did you know that there is 400% effectivity of marketing campaigns that combine print and digital ads? (source: Finances Online)
Additional Stats to Keep in Mind:
- – 95% of people under 25 read magazines
- – 82% of consumers trust print ads the most when making a purchase decision
- – 70% of households with income over $100K are newspaper readers
- – 92% of 18–23-year-old adults say it is easier to read print than digital content
Most importantly, 80% of consumers acted on targeted printed mail ads, and 77% of consumers said that print drives higher levels of recall (source: Finances Online).
As you know from last week’s blog post, we are experiencing a global paper shortage. So, even if you want to launch a direct mail or print marketing campaign, can you do it? The answer is a resounding yes.
A Few Ways That Marketers Are Responding to the Global Paper Shortage:
- – Page count and circulation fluctuations
- – Increased use of direct mail (less paper)
- – Clever interplay between offline and online efforts
- – Digital natives turning to print in new ways (NTF, trigger, loyalty, and retargeting campaigns)
- – Short and long-term adjustments to marketing cadence
- – Willingness to try new things
What’s Next:
Traditional ad spending set to increase, which is a demand driver. After 10+ years of decreases in traditional ad spending, marketers are predicting an increase of 1.4 to 2.9% in traditional media. Traditional channels – TV, radio, and print – outperform digital channels in terms of reach, attention, and engagement, relative to costs. In fact, the top five most trusted ad formats are traditional with print advertising at 82% and direct mail at 76% (TV and radio as well) (source: MediaPost).
Tips for Smart Paper Buying:
- – Make quick decisions
- – Be open to grade substitutions and alternative substrates
- – Look for the “sweet spots” such as basis weight, finish, location, and trim
- – Improved forecasting and budgeting
- – Level ordering
- – Assess whether inventory programs make sense
- – Spot vs. contract buying
- – Maintain a sourcing strategy
- – Pay your bills
Container prices are decreasing – specifically marginally by 0.1% to $7,625.56 per 40ft. container (source: Drewry’s composite World Container Index).
We are hopeful for a more balanced market in 2023. In the meantime, ask us about our tips for smart paper buying!-old
