Print Advertising Drives Local Shopping

I love local shopping women

Print advertising of various types drives business to local stores and services. By the end of this article, you will know how print better serves your local community.

It’s no wonder that 80 percent of shoppers expect one-click purchases and same-day delivery when shopping online. It’s also part of the reason why local brick-and-mortar businesses are struggling. Despite over half of shops closing (in some countries) and an overall decrease in small business purchases in 2020, there’s still overwhelming consumer support in local communities.
Just over 82 percent of consumers stated they would spend more to support local businesses after the pandemic. Understanding the needs and wants of your local community is the first step in continuing to be a present force in your market. Allowing printed advertising to drive your marketing is the second.

The Most Trusted Medium

Establish trust in your community

82% of consumers report that they trust printed ads. In an era of authenticity, it’s important to appear trustworthy. Besides speaking genuinely to your audience and being transparent, you need to align yourself with marketing channels that establish trust. Direct mail’s consistent presence in people’s lives and tangibility does just that.

Brains react well to print

Researchers from Temple University undertook a study to assess how people reacted differently to print versus digital ads.
They found that print ads elicited a number of positive responses from readers. Readers spent more time looking at print ads, recalled more information about the message, and had a stronger emotional reaction.

Print captures attention

They found that print ads elicited a number of positive responses from readers. Readers spent more time looking at print ads, recalled more information about the message, and had a stronger emotional reaction.

How To Capitalize On Print

How print advertising can help grow your local business

You might be asking yourself “how can print advertising help me grow my business?” Well, if you are a small business trying to attract local clients, running print ads or sending direct mail can be highly targeted to reach your specific audience with the right message at the right time.

Advertising local targets the right audience

If you are a brick and mortar retailer, advertising in local papers like Spectrum Monthly can be very effective due to saturated circulation in your area. Ads in national newspapers or publications will be far less effective when trying to get your message to locals. Reaching them with print ads in local papers and sending direct mail to homes with relevant special offers and coupons can drive traffic and increase customer loyalty. Plus, new movers to the area are always looking to find their new local favorites, so being in front of them will give you an opportunity to win their business.

You want to advertise a local event

If you are hosting a grand opening sales event, showcasing new products or services, open houses, fundraising event or annual holiday sale event, then print advertising in local publications and newspapers can increase awareness and attendance. You can have attendees bring the physical ad or coupon with them to the event to incentivize them to do so. Discounts, raffle entries, free swag, etc. are all ways print can help bring success.

Enhance Your Digital Efforts

Direct mail plus digital can increase campaign response 23-46%

Print can boost the effectiveness of your digital marketing campaigns. Digital fatigue is starting to set in. 75% of consumers reported being overwhelmed by the number of digital ads they see daily. Luckily, Spectrum MailPlus accounts for this and increases marketing campaign response by 23-48% by pairing direct mail advertising with digital marketing!

Within six months after an omnichannel shopping experience, these customers logged 23% more repeat shopping trips to the retailer’s stores.

Customers marketed with an omnichannel approach are more likely to be return customers. Omnichannel customers had 23% more repeat shopping trips compared to others in the six months following the initial omnichannel experience.
These customers spend more on their initial visit to your business and they will also come back for more. Make sure your online presence will get you in the door with omnichannel shoppers. They’re more loyal and spend more than non-omnichannel customers.

Communities Are Shopping Local

Why People Shop Local stats chart

Despite the pandemic, 55% of Americans shopped locally. The majority of consumers, who are shopping locally, do so to keep money local.

  • One in five consumers planned to shop small businesses in the winter of 2020.
  • In 2019 there was a 3 million increase in number of consumers purchasing from local shops instead of large department stores.
  • In 2020, despite the pandemic, consumers spent a record $19.8 billion on Small Business Saturday.
  • 33% of shoppers planned to purchase more digital gift cards than in previous years.
  • For every $100 spent at small businesses, $48 is put back into the local economy.
  • In 2020 over half of respondents shopped online for holiday items with goods shipped to their home.
  • 77% of consumers admitted they wanted masks to be mandatory at local retailers during the holiday season.
Discover the print advertising advantage

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