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Furniture Store Ad Tips From Mike Winicki: Digital vs. Print

Furniture World News Desk on 6/24/2015


Back in the “old days” of retail we had the big 5 when it came to marketing our businesses: newspaper, radio, cable TV, the Yellow Pages and direct mail. Of course today our marketing choices have multiplied 3-fold with advent of the Internet.

However my caution would be at putting too many eggs in the Internet basket. And here’s why…
There’s only one sure way of testing a marketing concept in order to see which one is the true winner– and that’s doing a split test.

Virginia Tech did exactly that (“Target Marketing” 8-15) in order to see who was reading which version of their alumni magazine, either the ink-on-paper version or the digital version delivered via their email box, and how closely they paid attention to what was written.

Now keep in mind an equal number of readers were surveyed from each group. And what was learned?
  • 82% recalled receiving the printed version. Only 49% of those receiving the digital version recalled receiving it.
  • 77% of those receiving the printed version said they opened it and could remember at least one of the articles. 47% of those receiving the digital version said they opened it and could remember an article.
  • As far as preference 63% preferred the print version while only 26% preferred the digital version. 11% wanted both, neither nor had a preference. 
That’s 3 wins for print over digital.

I’ve come across several retailers who communicate exclusively with their customers via email and by doing so they’re leaving money on the table– print is far from dead.

About Mike Winicki: Mike Winicki is president of Big Noise Marketing. His goal is to make the business life of every furniture store owner as easy as PIE: Profitable, Interesting and Enjoyable. To get a free Marketing Opportunity Report for your business simply call his toll free number 1-800-495-8308 anytime, 24 hours a day, and leave your contact information. Or email your request to info@bignoisemarketing.com.