The Real Media Collective is well-versed in promoting the power of print to brand marketers and advertisers, and now it has released a toolkit to help small and medium sized printers promote themselves, stabilise volumes and assist businesses to keep their doors open during these unprecedented times.
With coronavirus forcing entire populations to be shuttered away inside their homes, direct mail has the ability to reach a captive audience and the power of the printed form to communicate messages has never been more important.
Added to this the World Health Organisation is encouraging people to switch off the TV news and get off their phones as a way to have a mental break from the saturation coverage about the virus.
The TRMC’s Value of Print and Paper (VoPP) campaign has for many years provided ideas to brand marketers about print and how it can be harnessed to promote messages and that is now extended with a focus on In-Home Media with tools for printers to use to enhance their offering for customers.
“Our smaller members do not have marketing teams, and often the sales team consists of the owner/operator who are very busy working on their businesses during this time. The Collective has a strong print buying community across our database who are actively involved in our VoPP campaign seeking information on creative ways to print. We thought, what better way to promote our small business members than to introduce them to each other,” TRMC CEO Kellie Northwood said.
“The In-Home Media campaign highlights the research showing readership, effectiveness and brand statistics for print marketing, direct mail, catalogues and magazines. With case studies linking print as the highest channel pushing consumers to online purchases, social connectivity and brand awareness.”
The campaign encourages customers to invest in print market while Australians are at home.
It includes over 100 case studies, nickable charts, fact sheets and research white papers as well as a media section with marketing experts promoting print marketing and general marketing investment during this time.
“We know 76 per cent of Australians pay more attention to letterbox marketing than any other channel, higher than television and radio, 74 per cent of Australians go online and make a purchase from reading a direct mail piece, Australians spend 77 minutes reading magazines and print marketing is the number one most trusted media channel over all others. All of these can be delivered into the letterbox away from screen time overdrive – brands and marketers will be wise to invest in print now more than ever to build market-share and brand equity,” Northwood said.
“Our VoPP campaign has been running for several years and over that time we have built up over 10,000 marketers, agencies, industry stakeholders and more who have subscribed to the magazine, eNews and Awards portal. We now print and distribute 15,000 VoPP magazines. This is an engaged audience seeking information about the power of print, what better an opportunity to promote to them our members and how critical In-Home Media is to a captive audience in every Australian home during this time.”
For more information and to find out how to access the materials visit https://valueofpaperandprint.com.au/.
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