Pub. 8 2019 Issue 2

March/April 2019 27 l e a d i n g a d v o c a t e f o r t h e b a n k i n g i n d u s t r y i n k a n s a s An independent licensee of the Blue Cross Blue ShieldAssociation. » Personalized expertise saves you time and money. » Affordable options – tailored to your needs. » Comprehensive portfolio of employee benefits. » Largest provider network. » Onsite and online wellness programs and tools. KHA 3/19 Trusted partners for group benefits. 785.291.7000 • bcbsks.com Donna Pashman Stephanie Buckman Mike Eichten Janet McMurray Lisa Oathout-Marshall the reader and provide a continual reminder of your brand. Print ads often reach the clientele that digital ads don't. Not all consumers get their entertainment and news from their computers and smartphones. Some are put off and even frightened by the ubiquitous online banner ads, pop-ups, spam and viruses. Others were brought up in a world of print media and still prefer to get their information in print whenever possible. Direct Mail Marketing Direct mail marketing provides consumers with tangible, printed materials that they can conveniently browse and keep for later reference. Use postcards and circulars to promote brand awareness and alert customers of upcoming offers and special events. Send out brochures periodically to offer a leisurely browsing experience. Customers can then visit you online to for more information. Variable data printing, or VDP, allows you to streamline and personalize direct mail marketing. VDP uses the information you have about your customers to promote personal connections with print ads. Besides adding specific customer names and addresses to printed materials, use VDP to create alternate versions of images, graphics and text on your basic print template. Print Ads in Magazines and Newspapers Print ads in media such as magazines and newspapers allow you to target specific types of readers. Specialty magazines cater to niche audiences, and regional newspapers go to a fixed geographical readership. Many businesses are transitioning to purely digital advertising and as a result there is greater opportunity to score premium placements in many print media outlets that previously would have been unobtainable. Additionally, because of this decrease in demand, pricing for print ad placements in many publications has decreased, and you’re likely to find a real bargain if you have a specific audience in mind. When advertising in certain well-known print publications, you can also take advantage of a phenomenon known as the halo effect. When people trust and think highly of something, such as a print magazine, they are also more likely to associate those feeling with your products if they are advertised within that publication. By excluding print ads from your overall advertising campaign, you hinder its effectiveness by shutting out a key demographic that relies on print media. Instead, use a comprehensive marketing push that integrates print advertising with online efforts in social media and digital advertisements.