Print / OOH
Print & OOH: First Love of CROWN Founder Zach Huntting
“I fell in love with graphic design through printing. My favorite was screen printing but Pantone-powered offset was a close second. I love how the colors overlap and transform through connection. Posters are the most democratic of all the mediums.” -Zach
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Print and Out-of-Home (OOH) advertising, while facing challenges in the digital age, still have a significant role to play in a modern marketing mix. Here are some reasons why these traditional forms of advertising continue to be relevant:
1. Brand Visibility and Recognition: Print and OOH provide physical, tangible representations of a brand or product. Billboards, posters, and print ads in magazines or newspapers can help create a strong visual presence for a brand, contributing to brand recognition.
2. Local and Geographical Targeting: OOH advertising, such as billboards and transit ads, allows marketers to reach specific geographic locations effectively. This can be particularly valuable for local businesses looking to target a specific audience in their vicinity.
3. Complementing Digital Campaigns: Print and OOH advertising can work synergistically with digital campaigns. QR codes on print materials can drive traffic to online content, and cross-promotion between print and digital channels can enhance brand engagement.
4. Tangibility and Credibility: Printed materials, such as brochures, catalogs, and magazines, provide a tangible experience that digital media cannot replicate. Holding a well-designed print piece can convey a sense of credibility and trustworthiness to consumers.
5. Audience Engagement: In some cases, print materials can offer a more engaging and immersive experience compared to digital content. For example, luxury brands often use high-quality print materials to convey a premium feel.
6. Less Digital Noise: In a world saturated with digital advertising, print and OOH advertising can stand out by offering a respite from the constant digital noise. This can lead to better attention and retention among audiences.
7. Targeting Specific Demographics: Magazines and newspapers often cater to specific demographics and interests. Advertisers can leverage these publications to reach niche audiences that may be less accessible through digital channels.
8. Longevity: Print materials and OOH ads can have a longer lifespan than digital content, which can disappear from view as users scroll through their feeds. A magazine or billboard can provide a more lasting impression.
9. Creative Opportunities: OOH advertising offers unique creative opportunities due to its physical nature and large canvas size. Marketers can experiment with creative designs, 3D elements, and interactive features to capture attention.
10. Trust and Authority: Established print publications and billboard spaces are often seen as authoritative and trustworthy sources. Being featured in respected print media can lend credibility to a brand or product.
However, it's important to note that the effectiveness of print and OOH advertising can vary depending on the target audience, industry, and campaign goals. Modern marketers often use a mix of traditional and digital advertising to maximize their reach and impact.
Advancements in technology have allowed for better tracking and measurement of the effectiveness of print and OOH campaigns. Marketers can now use tools like QR codes, location-based data, and customer surveys to gain insights into the performance of these channels.
Print and OOH advertising continue to have a role in a modern marketing mix, particularly when used strategically to complement digital efforts. Marketers should consider their target audience, campaign objectives, and creative opportunities when deciding how to integrate these traditional forms of advertising into their overall strategy.
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