Why Print Still Works In Event Promotion

Experienced event planners know about the importance of cost-effective and targeted event promotion. Because key event audiences tend to use the Internet daily, event promoters focus their marketing efforts on Internet-based advertising. In doing so, event promoters overlook the value of printed media in their marketing efforts.

While an online advertisement instantly reaches vast numbers of readers, the readers are not necessarily interested in the advertised event. In contrast, printed media has the potential to reach specifically targeted audiences, resulting in the attention of readers interested in the advertised event.

A well-placed advertisement in a newspaper or magazine also has the potential to reach millions of readers in a short amount of time. Printed media can also take advantage of more creative graphic design elements often missing in online advertisements. Event promoters can capitalize on the use of fonts, colours, and art tailored to their key event audiences.

Take information to the reader instead of making them find it.

The portability of printed media is one of the important aspects of print in event promotion. For example, an event promoter can hand out printed promotional materials at an industry trade show booth to a captive and targeted audience. Direct mail is another highly effective use of printed marketing materials. A reader will notice a colourful brochure that details an upcoming community event, and not notice the advertisement for the same event on a web page.

Provide information instead of asking for it.

Poster printing is a valuable use of printed event promotional campaigns. Posters can include enormous amount of printed details about an event. On the other hand, online advertisements tend to require the reader to click on several levels of links to get to the information they need. The printed poster may provide the reader with contact information, maps to an event location, and specific and detailed information about the event. Online advertisements also tend to require the reader to fill out a form and provide an email address for more information about the event. Often, the reader will lose interest when faced with the prospect of having to fill out another form among the countless forms they encounter every day on the Internet.

Print as a key stand-alone event promotion venue, or as a component and companion to online advertising has many more advantages than meets the eye. Event promoters can only benefit from incorporating print into their event marketing efforts.

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