B&W Press: Driving Web Traffic With Print
By Heidi Tolliver-Walker on August 31st, 2012
B&W Press has apparently been paying attention to the data that says print doesn’t have to cower in the shadow of online media. In fact, the printer is taking a proactive position that, in order to drive traffic to their websites, marketers need print.
I saw the ad when I opened this months’ issue of Target Marketing magazine. Right there on the inside cover was a full-page ad that said, “Remind customers to visit your website. The Mini ‘Slim” Catalog will drive website response.”
I love it!
The ad shows pictures of one of these products being used to promote a client’s online presence. At the bottom, it has a QR Code that takes readers directly to the company’s product page online. From the landing page (unfortunately, not mobile optimized), readers can view a YouTube video of a sales associate showing and describing the catalog, download a catalog template, or request additional product information.
I also liked the bulleted “G7 Master Printer” in green just above its GURL.
I would liked to have seen something in the video that talked about how catalogs drive website traffic as promised in the headline. Instead, it talked about the BRE included in the product catalog for immediate ordering. So the promise and the video didn’t match up there.
But I do commend B&W for taking on the conventional wisdom that online steals from print head one and by promoting print as a way to build online traffic. There is a lot of data out there showing print as a key component of multi-channel marketing campaigns and campaigns with print consistently showing higher ROI. Next time, B&W, maybe include some of that in the ad and the video, too!