The Power Of Print: Why Traditional Advertising Methods Still Have Their Place in the Digital Age

Blog Written by:  Linda Parry, Director, Client Services with Bark Communications.

Linda is our Director of Client Services, but that doesn’t come close to describing all her skills. Besides having client responsibility, Linda is the go-to person when buying media or needing to get something produced.

I started my career working in the marketing department of a large financial institution, and I’ve witnessed the remarkable development from paper-based couriers to digital workflows over broadband. It’s amazing how quickly technology has transformed our daily lives and operations — what used to take days now happens in minutes, even seconds!

As technologies have evolved over the years, so has advertising. I experienced this firsthand growing up in an era when print, radio and TV were our main forms of advertising. I watched the rise of direct mail and its targeted messages, hoping for a 2% response rate. Fast-forward to today and the leaps seem exponential, as AI begins ushering us into a new era of marketing and communications.  

Despite the big leaps in advertising technology, there are still those unique instances when more traditional mediums, like print, can make all the difference. When I work with clients who focus primarily on digital marketing, I often remind them that traditional, tried-and-true methods of marketing can be necessary and advantageous to their goals.  

So let me go down memory lane and reminisce about one of these long-forgotten advertising mediums. But before I do, let me just say that before creating any marketing material or spending a cent on ad spend, you still need to fully understand your product and your market. Knowing the ins and outs of what you’re offering and who’s buying it is key.  

Print media is indispensable.

Print media is still an essential avenue for reaching target audiences. Having your brand represented in high-value publications, newsletters and magazines not only gives your brand exposure but positions you as an expert in your field. Incorporating the same look-and-feel your brand carries on its digital platforms to your print media will ensure your brand remains unified, and QR codes in print ads provide readers with an easy way to respond to a call to action.  

Direct mail is as important as ever.

Twenty years ago, direct mail was commonplace. Everyone was doing it. And while email marketing has become the norm, the beauty of direct mail is the opportunity it creates for brands to generate leads, build awareness and provide their audience with personalized communication.

The trick to being an effective mailbox-marketer? Make sure your creative stands out from everything else in the mailbox! Be clever when writing your headlines and teasers, just as you would with an email subject line. Every time you send something out, provide your audience with something useful and interesting that solves a problem they might be experiencing. Let them know your communication is always worth opening.

While the advantages of digital marketing are undeniable, supporting those efforts with print is essential. The key is knowing when, where and how to use it to maximize results. If we can put our expertise to work helping you do that, let us know.



Agri-food Professionals invited to ‘level up’ at inaugural marcomms event in November

Agri-food industry professionals are invited to take their networking and professional development to the next level at the Level Up Conference in Winnipeg, Man. November 1-2, 2023. Hosted by the Canadian Agri-Food Marketers Alliance (CAMA), this premier event features interactive learning, engaging, networking, and industry recognition of the best in agriculture, food and ag-tech.

“CAMA’s Level Up is an opportunity for marketers to accelerate their skills to keep pace with one of the best in the world agri-food sectors,” says Susan Groeneveld, conference chair. “No one person or company is an expert in this ever-changing landscape of new technologies and marketing channels, so why not bring everyone together for an exclusive opportunity to reach the next level? This is a best-in-class event that will inspire attendees to level up every aspect of their professional goals, networks, and achievements.”

This year’s Level Up Conference is designed to add immediate value for marcomms professionals, accelerating their professional development, networks and marketing investments. The inaugural event features a dynamic speaker lineup including thought leadership innovators like Shane Thomas, author of UpStream, one of Canada’s largest primary agriculture influencers, Kristjan Hebert of Hebert Grain Ventures, a farmer, farm consultant and EY Entrepreneur of the Year 2022, plus Jed Schneiderman, a sought-after digital marketing expert and Country Manager for Jebbit. Formalized networking is a part of the conference design, and Level Up attendees will have opportunities to engage with partners, clients and vendors during one-on-one settings throughout the event. A CAMA student case competition will round out the event, providing participants with opportunities to learn from the next generation of marketers. CAMA’s annual Best of CAMA awards gala will also be hosted in conjunction with the event.

The conference will be held at the Fairmont Winnipeg from November 1-2, 2023.

“The CAMA Level Up Conference 2023 presents a unique opportunity for those involved in agri-food, ag-tech, and marcomms,” says Groeneveld. “CAMA is our industry’s professional organization that can help everyone keep informed and stay ahead of trends, opportunities and what’s coming next, to help propel us all further and faster. And that’s what the Level Up Conference is all about.”

Level Up Conference sponsorship, registration and hotel information is available here.