Print Ain't Dead...Traditional Advertising is Alive

Print Ain’t Dead ... Traditional Advertising is Alive

Integration is Key to Success

TTIA Travel & Tourism Conference

Print Ain’t Dead …

✤ What is a brand?

✤ Print is very much alive.

✤ How to measure print?

✤ Sample Ads - what’s good, what’s not.

✤ Other print - why is it effective?

✤ Integrated Marketing - how to bring it all together.

Name That Brand1. Think Different

2. We Try Harder

3. The Quicker Picker-Upper

4. A Diamond Is Forever

5. He Keeps Going and Going and Going

6. We Bring Good Things to Life

7. Melts in Your Mouth, Not in Your Hands

8. Priceless

9. Good to the Last Drop

10. Zoom Zoom

11. I’m Loving It!

12. Just Do It.

13. Once You Pop, You Can’t Stop

14. Snap, Crackle, Pop

15. That Was Easy

16. Can You Hear Me Now?

17. Where’s the Beef?

18. Breakfast of Champions

Your Brand is YOU!

A Good, Strong Tourism Brand ...

✤ Delivers the message clearly

✤ Confirms your credibility

✤ Connects your target prospects emotionally

✤ Motivates the buyer

✤ Concretes User Loyalty

✤ Tells the Story

✤ Sells the Dream

https://www.youtube.com/watch?v=tZUmc_GYM_M

Print is Dead? Not so Fast.

✤ Tangibility ‣ A print piece is a physical thing

‣ Staying power in houses or offices

‣ Internet ads can disappear into cyber space instantaneously

‣ 76% of customers have been directly influenced by direct mail to make a

purchase.

** As reported in Forbes, 2012 & Plumtree Marketing, Inc.

✤ Credibility ‣ Print gives a sense of legitimacy

‣ Saturation of popups and banner ads can be overwhelming

‣ No imminent danger in looking at print

Print is Dead? Not so Fast.

✤ Branding ‣ Print ads are great for solidifying your brand

‣ Ads should establish brand recognition

** As reported in Forbes, 2012 & Gardner Web, 2013

✤ Target Marketing ‣ Speciality magazines can reach specific audiences

‣ Easy to target because print is a personal choice

Print is Dead? Not so Fast.

** As reported in Forbes, 2012 & Beasley Direct Blog, 2013

✤ Less Print Ads ‣ More and more businesses using Internet advertising exclusively

‣ This creates a marketing advantage for print

‣ Less crowded - more room for your ad to shine and lower prices per ad

✤ More Engaging ‣ Consumers are more engaged when reading print ads

‣ Websites are skimmed in as little as 15 seconds.

‣ A full-page, four-color magazine ad had 83% of the value of a 30-second television commercial.

‣ A typical Internet banner ad had 16% of the value of a 30-second television commercial.

What Makes a Good Print Ad✤ Connects with its audience

✤ Is memorable and easily recalled

✤ Provides information quickly and succinctly

✤ Doesn’t confuse the viewer or make them hunt for the

pertinent information

✤ Calls the viewer to action

‣ A provocative image

‣ A strong headline

‣ A paragraph or two of tight, well-written copy

‣ A logo and/or contact information

What Makes a Bad Print Ad

✤ Not believable

✤ Not memorable

✤ Lacks authenticity

✤ Confuses the viewer

✤ Makes them hunt for the pertinent info

✤ False & misleading

✤ Too violent and disturbing

✤ Too overtly sexual

Group Discussion

Print Ads - The Good & The Bad !

Find a GOOD print Ad.

Find a BAD print Ad.

Find an Ad that incorporates Social Media.

Find a GOOD call to action and is measurable.

Present to your peers how other media can be integrated.

How to Measure Print?

✤ Subdomain or Vanity URL

✤ Unique landings page

✤ Unique phone number

✤ QR or coupons codes

✤ Web contact form question

✤ Call to action - sweepstakes, like us, etc.

Success? ✤ Encourages ‘self-actualization’ through an emotional connection. ✤ This $4.5 million print ad campaign brought $898 million worth of spending to

Colorado. That is double what previous campaigns made. ✤ Reached a record of 60 million visitors after this campaign.

**As reported by colorado.com & karshhagan.com

Google spent over $1 million in print advertisements in 2012.

** As reported by Gardner Web, 2013

How Do I Know It’s the Right Publication?

✤ Does the publication reach the right audience?

✤ Check stats - demo, circ, geo

✤ Check the editorial calendar

✤ Ad rep relationships

✤ Price matters

✤ Value-added

Billboard

✤ People are guaranteed to see it

✤ Customized Placement

✤ Gives Directionals

✤ Message Must be Brief

✤ Long-term Commitment

✤ Solidifies Brand

The Cow Campaign

Other Print

✤ Collateral / Brochures

✤ Large Format

✤ Direct Mail

✤ Specialty Items

✤ Sales Displays

✤ Bus/Vehicle Wraps

In this age of instant communication & short attention spans ...

How do you pull it all together?

Integrated Marketing Is Key

https://www.youtube.com/watch?v=QPr0iRKQ7IM

Integrated Marketing is Key in Communicating the Brand

✤ Reaches a larger audience

✤ Creates brand awareness

✤ Wins new customers and maintains a long-term relationship

✤ Saves time which is often lost when figuring out the best

marketing tools

Forget Social Media?

✤ Definitely not!

✤ Plays a vital role in marketing strategies, as well as budgets

✤ Enhances print ads - allows the customers to know there’s a convo

✤ Social Media can be used to strengthen print ads

✤ Offers a different outlet for company’s to profit & reach consumers

✤ Reaches consumers that may not have been reached with print ads

**Chart reported on WebDam

** As reported on constructionmarketingassociation.org

Thank Y’all!

Melissa Yao Hille

Melissa@MyAgencySavannah.com

912.373.8998

!

Melissa Yao Hille

@melissayaohille

Melissa.Yao.Hille MyAgencySavannah

@myagencysav

Print Ain’t Dead ... Traditional Advertising is Alive

Integration is Key to Success

TTIA Travel & Tourism Conference