The advantages and disadvantages of poster printing
Traditional marketing methods such as poster printing are more frequently being touted as old-fashioned. However, this classic approach still holds its ground and offers unique advantages. Whilst digital marketing is undeniably essential for businesses today, there is still an important place for print marketing, with statistics showing that print marketing has a 70-80% higher recall rate than digital advertising. Our list of advantages, and some disadvantages, will help you to decide whether using poster printing is a marketing method you want to invest in.
The advantages of poster printing
A highly visible marketing tool
Posters are a super effective method of capturing attention in public spaces. Common places to find them are at bus stops, as in-store displays and at cafes. Great for local businesses, they allow you to reach a large and diverse audience, potentially attracting new customers.
They are fully customisable
Having full control over the design, content, and branding of your posters, ensures they align perfectly with your marketing strategy. Customisation options, such as size, colour, and finish, offer creative flexibility.
Tangible features
Posters are physical items that people can touch and interact with which often leaves a more lasting impression. Digital marketing is so rife, and fast paced that it can be forgotten in a moment, along with a hundred other impressions viewed that day. Posters can serve as valuable, tangible reminders for events, promotions, or product launches.
An affordable solution
When compared to some digital marketing methods, poster printing is relatively inexpensive, especially for small businesses with limited time and budgets. It is also possible to shop around for bulk printing discounts which make it cost-effective for mass distribution.
Local targeting opportunities
Posters are ideal for targeting specific local markets or communities. Because they are inexpensive, they can be changed regularly according to the latest information you are advertising. They can also be placed strategically to reach your desired audience.
The disadvantages of poster printing
A limited reach
Posters are geographically constrained and don’t have the ability to reach a global or online audience. They also have a finite lifespan and can be easily damaged or defaced.
Weighing up the environmental cost
The production of paper posters can have a negative environmental impact, contributing to deforestation and waste. However, sustainable printing practices can mitigate these concerns, albeit at a higher cost – so the customer should be prepared for this. It’s worth noting here though, that going digital does come with its own environmental concerns so should not always be considered the more environmentally friendly option.
Difficulty in Tracking ROI
Measuring the success of a poster campaign can be slightly challenging, as it’s difficult to accurately quantify the number of views or conversions. Unlike digital marketing, you can’t track click-through rates or collect user data directly from posters. That being said, it is possible to record levels of certain types of sales or visitors when compared with previous occasions, when there perhaps was no poster printing campaign in place.
Maintenance and placement costs
Ensuring posters are displayed in prime locations can be costly and require ongoing maintenance to replace damaged or weather-worn posters. This can be more of a challenge for businesses with limited resources.
Enigma Print and Design – Poster printing for the marketing savvy
Poster printing remains a viable marketing method for very good reasons. Its effectiveness largely depends on your marketing goals, target audience, and budget. Combining poster printing campaigns with digital strategies can provide a comprehensive marketing approach, maximising the advantages of both worlds. Talk to us today to find out how our printing expertise could help market your business.