Print Advertising Success

Hey, direct marketers and merchants. Stop. It’s not your problem. You can’t solve it. Many of you think the issue with coupons is your issue to solve in order to raise the average sale price. Stop, slow down, and look at one simple fact. More than 70 percent of the U.S. population will not buy your brand without a discount simply because they cannot afford to do so.

It’s a fact: the internet, digital, social have grown significantly over the last years and are taking more and more of our time. Marketing money has followed that movement towards digital. But was that unconditional shift of marketing money to digital a good idea? Probably not. There are other, lesser-known facts. Printed ads are trusted much more than digital ads, the influence of ads on social media is very low. And direct mail significantly outperforms digital.

Millennials are nostalgic. Many of the companies I spoke with said that some of their best return is coming from the younger generations, individuals that perhaps miss the days of circling their wish list of toys in the Toy R Us catalog.