Print is Not Dead (and Why it Will Help You Stand Out)
An extraordinary amount of work today in commercial real estate is conducted online. Business and property owners are more informed than ever before – often performing extensive research prior to contacting a broker. That’s the new world that we live in.
This has led to a laser focus by real estate professionals utilizing social media and online advertising. As a direct result, the internet is flooded with similar tactics making it more difficult to stand out in a sea of other real estate professionals.
Enter old school marketing 101 – print. While your competitors have their eyes glued to computer screens thinking of new ways to standout online, you could be eating their lunch with a combination of a smart digital strategy supported by a balance of good old fashioned print advertising.
Reinforcing Your Brand
One of the primary goals for all advertising is to make you and your company name memorable – and in the process, generating business opportunities. That begins and ends with proper branding. You brand your letterhead. You put your logo on your office door. Your social media pages are set up under or tied directly to your branded company name and so forth.
Introducing the right physical print ad can ultimately reinforce your brand. Unique packaging also makes a tremendous difference. Whether through an odd sized envelope, a high-end postcard or quarterly newsletter that highlights industry trends – the more distinct you can be, the better. It can also have the added benefit of drawing attention to your social media sites, expanding your online presence.
Technology and the New Hybrid
Business cards, marketing signs, bound presentations, and other common resources all still play a role in our industry. Yet, today’s technology makes it easier than ever to put a new spin on these old hat methods. As technology continues to develop, so too has its interaction with print media. Have you seen an embedded video player in a print magazine ad? What about micro-chips playing music or the use of QR codes and NFC technology? Each make it possible for your print media to directly connect customers with you and your business in unique ways.
Yes, Finding Analytics in Print
According to an informative study, print ads are more likely to engage users. This begs the question, if print can deliver meaningful results, why don’t more companies invest in it? The answer for most is because decision makers have grown accustomed to understanding the true return on their investment thanks to the internet and corresponding analytics.
Today, this can be accomplished in print using a domain name or vanity URL. These URL’s are a simple way to measure interaction and engagement of an ad campaign. This will allow you to track the ad’s effectiveness through online activity being linked to the specific URL.
Technology Plus Print Stands Out
Technology has and will continue to change the landscape in terms of how we advertise and market ourselves. Investing time, energy and resources – thinking extensively about your digital strategy must be a priority.
However, it’s important to remember that despite all the different ways there are to communicate, you are still interacting with people. Commit to making a genuine connection with your target audience. A balanced approach of distinct online and print advertising will help you achieve the highest level of success as you promote your business.
