It’s not difficult to find marketing professionals who will tell you that print advertising is dead. The idea that online marketing killed traditional publishing runs rampant, and it’s easy to see why. Magazines and newspapers around the world are cutting their staff, moving online, or closing their doors entirely. However, despite the seemingly bleak outlook for print, the medium is alive, well, and evolving.
If you look back far enough into the history of media, you will find people who believed television would kill radio. However, radio is still a widely consumed medium that has found new ways to reach audiences. Similarly, many people believed that the Internet would kill television. Yet, we are now in the middle of somewhat of a golden age of television. This goes to show that there will always be gloom-and-doom naysayers, and they won’t always be right. Here are a few reasons this will hold true for print:
1. Only the Most Engaged Readers
If you are looking to reach a loyal audience who is truly invested in the media they are consuming, look no further than print publications. While many casual newspaper and magazine readers have transitioned to online sources, only the most engaged customers have stuck with traditional outlets. It’s the classic case of quality versus quantity. If quality is what you’re after, don’t leave printed mediums out of your next marketing campaign.
2. Print Advertising Still Has Highest ROI
Recent studies have shown that print advertising has a higher return on investment than radio, television, and online advertising. Of course, what works best for your company will be dependent on the product and target audience. However, this shows us that print advertising is not dead; it’s not even sick.
3. QR Codes are Bridging the Gap
Yes, you can have your cake and eat it too. More and more, print advertisements are using QR codes to tie in with online marketing campaigns. This allows you to have a more comprehensive campaign while reaching a wider audience. What’s not to love about that?
4. Print is Tangible
E-readers have not killed the printed book. Why? Because there is something fundamentally satisfying about holding a piece of printed material in your hand. The same goes for printed advertisements.
Tangible ads stick around longer, too. Think about how many magazines are lying around your doctor’s office, break room, and other waiting areas. I’d venture to guess they aren’t all this month’s issue. Where an online ad disappears as soon as the reader clicks away, the printed ad can stick around for years.
Of course, every ad campaign is unique, and not all of them should involve print in this day and age. However, print can be a viable and important part of many great campaigns. What do you think? Is print advertising dead, or is it just changing?
If you need help deciding what mediums should be part of your next campaign, give Duncan/Day Advertising a call. We pride ourselves in created integrated campaigns that reach the audience you need.
Imagine an epidemic affecting the brains of 5.2 million Americans, leaving no survivors. What if this disease devastated families financially and emotionally? Think about what would happen if this disease cost the country hundreds of billions of dollars every year. Worst of all, imagine there being no known cure, prevention, or completely effective treatment.
People would be screaming for more research, demanding a cure immediately, right? Wrong. Such a disease exists, and its name is Alzheimer’s. While most people know of this affliction, it remains one of the most poorly understood, under funded, costly, and destructive diseases in the world.
The emotional and financial devastation that this disease can cause to families is tragic. I know this because my dear husband recently passed due to Alzheimer’s. There is no other disease that kills quite like this one. It takes more than just a loved one’s memory. It slowly chips away at many of the traits and quirks that make up that person. Meanwhile, caretakers must either pay for someone to be with their loved one full time or quit their own job.
Effects on the Economy
The effects that this disease has on our economy as whole may be less obvious to many people. The fact that Alzheimer’s lingers for so many years and that the patient requires 24/7 monitoring makes it an expensive disease. Currently, Alzheimer’s costs the United States $214 billion each year. Researchers believe that if nothing is done, this cost will rise to $1 trillion each year by 2050.
We know that funding directed toward research can help change all of this, as it has with many other destructive diseases. In fact, in the first decade of the 21st century, the diseases that saw an increase in research funding killed far fewer people than they had previously. There was a 42% decrease in deaths caused by HIV/AIDS, a 23% decrease in strokes, and a 15% decrease in heart disease.
In that same time, there was a 68% increase in deaths caused by Alzheimer’s. Can you guess what happened to Alzheimer’s research funding during that time? It was slashed. While this is correlative evidence, it is striking enough to see that we need more funding to find a cure for Alzheimer’s, and we need it now.
Unfortunately, Alzheimer’s research has a branding problem. In the battle for funding, this can spell serious trouble. Unlike other devastating diseases like cancer and AIDS, there are no famous survivors of the disease. In fact, there are no survivors at all. Of the top 10 fatal diseases, Alzheimer’s is the only one for which there is no treatment. This means the public has nobody to rally around and seems to think there is no hope.
Alzheimer’s also creates a fear so large that many people cannot comprehend taking on this disease. The idea that our memories and essence can be stripped from us is utterly terrifying. Many people are too afraid to even talk about Alzheimer’s, much less discuss funding needs. If we want to help families affected by Alzheimer’s, we must stop whispering about it. We must overcome our fear and speak its name, so that we can demand a cure.
There are also many misconceptions that keep Alzheimer’s research from getting the attention it needs and deserves. One such misconception is that losing one’s memory is a natural part of dying. While age is a risk factor for developing Alzheimer’s, this disease is not a normal, expected part of aging. Perhaps this myth stems from two other common misconceptions about Alzheimer’s: it only happens to old people and it is not fatal.
Up to 5% of people who develop Alzheimer’s will do so in their 40s or 50s. So, we can see that Alzheimer’s does not just affect those who are over 65, as many people believe. Furthermore, people who have this disease, no matter the age, are not just dying from old age and happen to be losing their memory at the same time. Instead, Alzheimer’s is picking away at their brain. This disease is always fatal and is the cause of too many deaths.
Clearing up these misconceptions may play a role in increasing funding for Alzheimer’s research. When people understand that it is a fatal disease that should not be accepted as part of the aging process, they may begin to see why it is so important to fight.
Despite all of the setbacks, much progress has been made in Alzheimer’s research. Scientists have many leads that could cause a breakthrough, if only they had the means to investigate further. For example, people with Down syndrome whose brains look like they should have Alzheimer’s do not experience symptoms of the disease. Researchers may be able to understand why this happens, which would lead us closer to a cure.
Similarly, patients with rheumatoid arthritis do not experience Alzheimer’s at the same rate as the general population. While the reason behind this is unknown, studying it could lead to a better understanding of both diseases. There are many other avenues of study that researchers could take as well.
Yes, there is an epidemic sweeping the nation, affecting millions of brains and costing billions of dollars. What’s more important is that there is hope. If we clear up a few misconceptions, fund the proper research, and never give up, we can beat this disease.
Technology can be productivity’s greatest enemy. You could spend countless hours browsing Facebook, playing Candy Crush, and scrolling through Pinterest. However, the right apps could actually increase your productivity.
With the rise of smartphones in the workplace, there is huge demand for time management and organization apps. Luckily, more than a few developers are stepping up to that challenge. Listed below are some of the best productivity apps to keep you organized and on track.
To-Do List App: Things
Take your to-do lists into the digital age with Things. This handy application allows you to access all of your to-do lists from anywhere. Simply add a task, give it a category, and set a completion date. Things will give you a daily list of all your tasks and make sure nothing falls through the cracks.
Cost: $50 for Mac desktop, $20 for iPad, $10 for iPhone
Supported on: Apple devices
Password App: LastPass
Sick of trying to remember every password for every website you use? You could use the same password for everything, but that’s not secure. Instead, use LastPass. All you will ever have to remember is your LastPass username and password. The app will generate secure passwords for your sites, and log in for you.
Supported on: Any internet-connected device
App for Focusing: Focus @ Will
If you have a hard time focusing on the task at hand, Focus @ Will can help. Based on proven neuroscience, this web-based application plays music that helps you stay focused. You can skip any tracks that are distracting to you, and Focus @ Will learns your preferences.
Cost: 30 day trial, then $5.99/month
Supported on: All web browsers
Notes App: Evernote
No list of helpful apps would be complete without this organizational tool. Evernote allows users to capture handwritten notes, clip articles, and finish written projects all in one place. It syncs across all of your devices. So, if you have a great idea while you’re away from your computer, just jot it down on your phone. You’ll be able to see it when you return to your desk.
Cost: Free and paid versions available
Supported on: Smartphones, tablets, and desktops
Travel App: TripIt
This nifty app organizes all travel information into one concise itinerary. Instead of digging through 15 different confirmation emails to find your flight number and departure time, you can simply open the TripIt app. It gives you weather, dates, times, confirmation numbers, maps and much more.
Cost: Free and paid versions available
Supported on: Smartphones, tablets, and desktops
Despite popular belief, email marketing is not dead. Sure, spammy, unattractive email ads are going the way of the dinosaurs. Consumers are smarter and more demanding than ever; they can see right through a bad e-blast. That just means email marketing has to change, not die.
An effective email campaign can mean big return on investment. In fact, the average return for every dollar spent on email marketing is $44.25. Do you want to get in on this action? Here are a few tips to make the most of your email marketing campaign.
1. Avoid Spam Filters
Every other tip on this list is useless if your email ends up in spam filters instead of inboxes. Avoid using phrases like “FREE!” “BUY TODAY!” and “SALE!” in your email. You know what spam emails looks like; we’ve all gotten them before. Make your message differ from that as much as possible.
2. Have a Catchy Subject Line
So, your email made it to the audience’s inboxes. Now you have to get them to open your message. A good subject line is imperative to achieving this goal. It should engage and intrigue the reader without feeling like spam. Honestly ask yourself if you would open an email with that subject line. If you wouldn’t open it, chances are that your audience won’t either.
3. Get the Copy Right
Great, someone opened your email! Do they have something good to read? If not, they are going to bounce out. Great email copy is written from the perspective of a person to one other person, not a large company to a million people. Make it personal. Don’t let it sound like spam. (Are you sensing a pattern here?)
4. Make it Eye-Catching
Copy is only as great at the design surrounding it. Effective emails effortlessly guide the reader’s eyes from one piece to another. Its color scheme and images should be attention grabbing. Images can be helpful in retaining your reader’s attention, especially if they are clean, bright, and/or have a person in them.
5. Optimize for Mobile
Nearly half of all emails are opened on mobile phones. So, if your email does not look good on a mobile device, you are losing 50% of your customer base almost immediately. Make sure your email looks great on phones and tablets, then watch your analytics take a turn for the better.
6. Know Your Target Audience
Do they like bright colors or more of a neutral palette? Are they night owls or do they check email first thing in the morning? Are they impulsive buyers or savvy shoppers? A little research into these questions and more goes a long way.
7. Give Your Audience Something To Do
Your catchy subject, great copy and beautiful design mean nothing if your audience doesn’t do anything after they read your email. Give them a call to action. You can ask them to visit your site, shop a new sale, or download an app. Know what your goal is and give your audience an easy path to it.
Are you ready to create the perfect email campaign now? Give Duncan/Day a call. We can help you with all of your marketing and advertising needs.
Online ads appeal to the sense of sight. Printed flyers appeal to the sense of touch. Radio advertisements appeal to the sense of sound. Free food samples appeal to the sense of taste. A business may appeal to any combination of these senses in order to earn a consumer’s business, but there’s one sense many marketers are missing: smell.
Smell has a profound effect on our memories and emotions. The smell of a burning fire may remind a person of a past camping trip. The scent of lavender may calm a person after a long day. Is it far-fetched to say that certain scents may influence the buying habits of consumers? Not at all. In fact, the idea is called “scent marketing” and it has been around for years.
As many professionals will tell you, the key to great marketing is to trigger an emotion. Scent marketing does this on a neurological level, even when the consumer is not consciously aware of the scent. That’s because olfactory receptor cells, which are directly linked to the limbic system, receive smells. The limbic system is the emotional part of our brain, so to speak. It influences mood, memory, and behavior. That means what we smell directly affects how we feel and what we do.
It’s easy to see how this powerful effect on the brain could make scent marketing a great tool for businesses. In fact, real estate agents have been using this technique for ages. When showing a house, agents will often bake cookies and let the smell fill the air. It comforts the potential buyers and helps them imagine living ideal lives in the home.
When employed by other businesses, scent marketing may be used in subtler ways. While the consumer is probably acutely aware of the scent of fresh cookies in a home, a hint of vanilla inside a clothing boutique may be less noticeable and equally effective.
Research from the University of California, Irvine has shown that scents used by retailers can often increase sales, sometimes doubling them. But there’s no one smell that works for all retailers. Context is key. Brands should think about their target audience when designing the perfect scent.
Will your business consider using scent marketing? If you have any questions about this or any other marketing technique, give Duncan/Day a call. We are happy to help with all of your marketing and advertising needs.