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Study shows print media still more effective than digital media

Print lives!   For those of you who are always looking for the most effective methods of marketing your message to customers, check this out: a recent Canadian study indicates print media is still more effective than digital media.

Print lives!   For those of you who are always looking for the most effective methods of marketing your message to customers, check this out: a recent Canadian study indicates print media is still more effective than digital media.

Last year, Canada Post contracted True Impact Marketing to compare direct mail and digital marketing.  True Impact utilized neuromarketing – the application of neuroscience to marketing – drawing on neuroscience tools, like brain imaging, to measure consumer responses to marketing stimuli. Neuromarketing is used by many major brands, including Google, Campbell’s Soup and PepsiCo’s Frito-Lay, to name a few.

The Canada Post study revealed the following interesting facts:

• Direct mail is easier to understand and more memorable than digital media. 
It requires 21 per cent less cognitive effort to process and elicits a much higher brand recall.

• Direct mail is far more persuasive than digital media.  Its motivation response is 20 per cent higher – even more so if it appeals to more senses beyond touch.

• Direct mail is visually processed quicker than digital media. 
When considered in concert with its higher motivation and lower cognitive load, this suggests it gets the message across faster.

• Direct mail is more likely to drive behaviour than digital media. 

True Impact Marketing founder and CEO Diana Lucaci kindly granted me a personal telephone interview to discuss the study.  She said the study reflects positively on all print media (especially magazines!). “Physical coveys a slightly different message, it is perceived as more valuable. Personally, I’d rather hold a magazine in my hand.  It is a more simplistic and more human way to see content.  That is why retailers create these displays, because there is likely a higher chance to make a sale if people can touch something.  Retailers know that the more people can touch something, the greater the chance of buying. Our brain has been designed to appreciate the tactile.  Physical medium does make sense, because it is tangible.  Physical is more impactful than digital.”

When I asked her if print vs digital was defined by age groups, Diana replied, “No.  I find it is based on how fluent or comfortable one is with digital media.  Some 60 yer olds are more comfortable with an iPhone than some 20 year olds.  Age is not the rule here: it’s about familiarity and comfort.” 

So, if you’re putting all your marketing dollars into digital, maybe you should re-consider. (Go to the Canada Post website and read the full study.)


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Your customers have spoken.  The numbers are convincing: Canada’s natural health retailers turn to CNHR for your new products.  A survey conducted in June 2020 shows retailers read the ads and Product Profiles, and react to them.  They order products they’ve seen in CNHR.  They look for your new products in CNHR.  Reach your customers via CNHR by print, video and/or podcast.  Various opportunities available to fit any budget. 

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New!  Product profile package

Retailers want to see more of your new products.  So, we’re making it easier for you and them. 

Introducing our new Product Profile Package:  a three-pronged way to reach retailers by combining print, video and podcast.  You get all three!

PRINT:  Claim a spot on CNHR’s Product Profile pages, mailed to health food stores coast to coast, and read by over 10,000 retail store buyers, owners, managers and staff.

VIDEO:  This is new for CNHR – video product reviews.  You’ll get a 30 second review of your product with product image and voiceover.  Five products per video, then e-blasted to CNHR’s database, to be shared among staff and with the store’s customers.   

PODCAST:  Also a new feature.  Your product will get a mention on the New Products portion of the popular CNHR News Podcast, hosted by CNHR editor Bruce Cole and Deane Parkes.   Your company name, product name, a couple of lines, followed with your company contact information.

Three-platform exposure for your new products, delivered by CNHR, the trusted source of industry information retailers have counted on for 24 years.   Three platforms for $699.00

The Product Profile Package is FREE to all full or half page advertisers!

Contact Candace Sicari for more information: , 705-209-9280     Deadline for the Sept/Oct issue is July 31

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