#9: Why Print Marketing Isn't Dead with Gina Daschbach.
Gina Daschbach is taking an untraditional approach to marketing.
With over three decades of experience as a Marketing Director in the automotive and tech industries, she’s a pro at creating eye-catching strategies.
On the podcast this week we explored some unconventional ideas for health tech marketing. In other words, marketing that isn’t digital.
Unconventional is what Gina’s going for. She wants marketing to stand out. And to stand out, you need to avoid the status quo.
That’s why she founded Perooz - to help companies tell their story.
Gina produces special print magazines for mission driven businesses using content they’ve released online. We’re not talking chintzy magazines. These are high class magazines along the lines of Forbes or Entrepreneur.
They have a keepsake quality to them. They tend to hang around and deliver results in unconventional ways.
Her start in magazines
Gina comes by entrepreneurship honestly. Her dad started his own specialty car shop when she was a kid. Then when she was nineteen she started running his marketing.
As part of her strategy she created and developed a parts catalogue. She turned this catalogue into a “must have” item and sold them for five dollars each.
It included unique stories submitted by customers. It’s uniqueness and novelty made it very popular with her dad’s clientele.
Because of her early success in marketing, she opted not go to college and stay in the industry. She had some regrets about not going the traditional route into business and went back to college to get a degree. But degree or no degree, she was a natural at marketing.
She then got involved in audio technology collecting client stories for marketing purposes. It didn’t matter what she was promoting. If she could connect with the clients’ stories, she loved her job.
Eventually, her boss expressed frustration that their competition was getting the top spots in magazines. So Gina proposed creating their own magazine to promote their company.
Yet again, it was a hit. Customers connected with it differently than traditional marketing. So she started a contest for customer stories. The more client stories were featured, the more loyalty the company gained.
At this point in her career, she took a break from marketing to become a full time mom. But as of five years ago, she’s going full throttle helping mission driven businesses create brand magazines.
Isn’t print dead?
If you’re like me, you might be a little surprised (pleasantly so) that print still works. Gina says this is a common misconception. Print connects people more strongly to products than other forms of marketing.
With our digitally-driven age, we are literally overwhelmed with digital information. But when customers pick up a magazine, their brains are relaxed.
Their brains are receptive. As a result, readers have 70% better recall from print than from digital forms of content.
Another selling point is that print results in action. Sixty-four percent of readers take action after reading a magazine.
Using print effectively
Magazines act as a powerful piece in your funnel. When a customer with a vested interest opens their mail to find a high quality magazine, it speaks volumes.
And it has staying power (unlike a blog post among all your other opened tabs). It’s something they’ll come back to.
Magazines also are read anywhere from 25-45 minutes. This is huge! Online content only gives you an average of 7-8 seconds of exposure with potential clients.
Getting the best return
Magazines are best used to compliment other marketing strategies. They aren’t meant to be a stand alone. But used in tandem with digital content, they are a powerful resource.
When creating a magazine, you need a crystal clear goal. Just like anything you do in marketing you need to answer these two questions.
Who are you talking to?
What do you want them to do?
Longevity of magazine content
The life of a magazine varies by company. But Gina’s company creates evergreen material. It doesn’t go out of date quickly. For instance, instead of listing dates, they refer customers to specific websites.
In the case of one of her clients, they used the magazine until her client noticed that it was getting pushed to the side.
Then they knew they needed to refresh the magazine every six months. Since the content was so good, they didn’t even have to create new content. Simply freshening the look of the magazine was enough to pique customer interest again.
In another case, the brand magazine lasted for 18 months before a refresh was needed.
Tracking the results
Tracking analytics through print is tricky. Gina says that’s the same thing companies run into with other promotional items. Any time you’re dealing with brand awareness there’s an intrinsic difficulty in getting stats.
But there are ways around this. According to Gina, if the numbers are really important to you, then you can build analytic strategies into your magazine.
For instance, she’s included online quizzes available only to those who have the magazine. For others, she’s used links available through the magazine.
While the data has its place, if you focus on it too much, you run the risk of missing big results that only come with creativity.
Lean tactics for startups interested in print
If you’re looking for lean strategies to implement print into your marketing, Gina has a few suggestions. Postcards have 100% open rate. They’re becoming so popular that MailChimp is now offering a postcard mailing service.
You may have to get creative to get mailing addresses. Gina offered several suggestions. You can opt to receive emails from your ideal audience. Often at the bottom of their emails, they will have their mailing address.
Another idea is to create eight or so pages of a digital magazine. Release it to your target audience. And offer to send the full magazine if they sign up. Then create the full magazine after you have the addresses.
Take a step back and look at your marketing strategy. Is your story getting lost in the digital crush? Then maybe it’s time to create something a bit more personal.
As a thought leader you need to stand out from the crowd with innovative ideas. Following the status quo doesn’t set you apart as a thought leader.
Focus on what makes your company unique. And then use print to emphasize that story.
Must read book
If you’re just starting in marketing or if you’re in the middle of it, you NEED to read Building a Story Brand by Don Miller. For Gina, this book has been an invaluable resource.
It’ll teach you how to work story into the very heart of your company. And it’ll transform your marketing from being all about you to being all about your customers.
I can’t say enough good things about this book - it’s one of those books that gives you new ideas and helps you act on them.
Want to connect with Gina? Find her here:
LinkedIn - Gina Daschbach
Twitter - @GinaDaschbach
Like what you hear?
And, as always, if you need help with your marketing…
Let’s talk. You can book your free consulting session with me today.