Technology is always advancing, not only in pulp and paper mills, but throughout society. Digital devices such as desktop and laptop computers, tablets, and smart phones have become the principle tools people utilize to obtain information in both their personal and professional lives.
According to the Nielsen Group, the average consumer has four digital devices and uses them up to 60 hours a week. From this, it is an easy assumption that potential customers in the pulp and paper industry are active on these devices.
People in the general public often complain about advertising. They feel that they are bombarded with radio and television commercials. But note this: people in the pulp and paper industry do not complain about advertising directed to them. On the contrary, they rely on pulp and paper supplier advertising to help them stay informed about developments in materials and technology. Businesses that understand this must also understand than there has been a virtual revolution in how and where they can communicate with potential customers.
Except for a few special interest publications, most printed media today are either dead or dying. The monthly magazines formerly directed to the pulp and paper industry are no longer in print. This is due at least in part to a massive movement toward utilizing online resources to obtain information, because those resources can be accessed easily and often.
Industry websites such as www.NipImpressions.com and www.Globalpapermoney.com are thriving and growing because of the widespread pulp and paper business transition from printed communications to the Internet. These Paperitalo Publications websites are content focused and highly ranked. Industry leaders and decision makers look to them for industry news.
Using technology successfully to interact with potential clients requires creativity and a tightly focused strategy. Creative advertising imparts information quickly and pleasantly. A correct and effective strategy requires understanding the needs of mills and shaping messages targeted toward those needs.
A social media component, such as LinkedIn, is important in an advertising strategy. Media outlets, such as Pulp & Paper Radio International or other industry-focused websites, are also important components of an effective strategy.
LinkedIn has more than 300 million users. Businesses that advertise on LinkedIn can connect with their customers, share and receive industry insights, and interact with the right prospects. Paperitalo Publications distributes content on LinkedIn to more than 180,000 members through various industry-focused groups, including the Talotech and Cellulose Community groups. Paperitalo Publications has the largest media presence on LinkedIn of any organization connected to the pulp and paper industry.
Pulp & Paper Radio International is the only radio program dedicated to the industry. Its online format is conveniently accessed, and its high-quality content has brought steady growth. Its audience size means that a 30-second radio spot has the potential of reaching listeners 50,000 times during a year.
Changing the methods of a company's advertising requires some adjustment in corporate thinking, but the end results will justify the means. Embracing how customers think in an evolving world of electronic media communications can put a company ahead of the curve.
Digital advertising is today the most effective method for advertising products and services to the pulp and paper industry.
Curt Gifford is Sales Manager of Paperitalo Publications. He can be reached by email at cgifford@taii.com. For more information on Paperitalo Publications, feel free to contact:
Curt Gifford
cgifford@taii.com
770-367-4823
Helen Roush
helen.roush@taii.com
937-403-8602
Jim Thompson
jthompson@taii.com
678-206-6010
100% Renewal Rate
Something to think about when you consider where to spend your advertising dollars this year--what media company in the pulp and paper industry can say it has experienced a 100% renewal rate with its advertisers in 2014? Paperitalo Publications. Our service after the sale, our delivery of what we say we can deliver, our monthly correspondence all add up to a relationship people want to continue. Do you feel this way about your current advertising media? Perhaps it is time for you to take a look at Paperitalo Publications.
