‘Print is dead’ often echoes through marketing circles – even more so since digital became the predominant way to advertise – says Ruby Edwards, owner of Marketing Agency You Do Better Ltd.
Ruby explains: “However, for businesses like client Droitwich Stairlifts – with an older demographic to reach – print advertising continues to prove its value in engaging local communities and driving sales. Despite the allure of digital platforms, print media remains a powerful tool for reaching targeted audiences effectively.”
Droitwich Stairlifts, a leading provider of refurbished stairlifts across Worcestershire and client of You Do Better Ltd, has experienced firsthand the tangible benefits of investing in print advertising. Through strategic placements in local newspapers, they have not only increased brand visibility but also fostered deeper connections with their community.
Simon Taylor, Managing Director of Droitwich Stairlifts, attests to the impact: “Print advertising has allowed us to connect on a personal level with our local customers, driving both awareness and sales.”
Print media offers several unique advantages that digital channels often struggle to replicate. Firstly, print materials have a physical presence that can’t be ignored. Whether it’s a well-designed ad on the front page of the local newspaper, a half page in a glossy magazine or a targeted flyer distributed door-to-door, print captures attention in a way that digital ads sometimes fail to achieve amidst online noise – especially with the older demographic.
Print advertising lends itself well to targeted marketing strategies. Local newspapers and niche magazines allow businesses to pinpoint specific geographic areas or demographics ensuring that their message resonates with the right audience. This targeted approach not only enhances engagement but also increases the likelihood of converting leads into customers. In this case, the client is just about keeping up with demand.
Moreover, print media can enhance credibility and trustworthiness. Consumers often perceive businesses featured in reputable print publications as more reliable and established. This perceived credibility can influence purchasing decisions, especially in industries where trust is paramount, such as healthcare or home services like stairlift installation and maintenance.
Leahanne Reynolds, Inside Sales Director Newsquest Media Group | LOCALiQ says: “In our industry, we see firsthand how well-executed print ads not only capture attention but foster deeper connections that drive both awareness and sales. Despite the digital shift, print is far from dead – it’s evolving and adapting, proving its enduring value as a trusted and effective tool for businesses to grow locally by building credibility, trust, and community engagement.”
For Droitwich Stairlifts, the combination of print and digital advertising has proven synergistic. By leveraging print media to build local trust and digital platforms to amplify reach – including a well-received local give-away supporting other Worcestershire-based businesses – the marketing firm have created a robust marketing ecosystem that drives sustainable growth.
Ruby reaffirms: “It’s clear that dismissing print media prematurely would be a mistake. Instead, integrating print into a comprehensive marketing strategy can yield significant rewards, especially for those targeting specific geographical areas or demographics seeking to establish strong community ties.”
While digital advertising continues to evolve and expand, print media remains a resilient and effective choice for businesses looking to make a meaningful impact locally. As Simon notes: “Print advertising has been instrumental in our growth, helping us not only reach but also connect with our community on a deeper level.”
To learn more about how print advertising can benefit your business contact Ruby Edwards at www.youdobetter.co.uk.