The Power of Print Advertising in the Metal Roofing Industry: Why It Still Matters

print advertising post

The advertising landscape has undergone dramatic shifts with the advent of digital technologies, reshaping how industries communicate with their audiences. Despite these changes, traditional methods like print advertising maintain a unique stronghold in certain sectors, particularly in specialized fields such as metal roofing.

In contrast to the fast-paced world of digital marketing, print advertising offers a sense of permanence and tangibility that digital ads cannot match. For many in this industry, print ads in trade magazines, brochures, and flyers continue to be a vital tool for building and maintaining brand credibility.

The Unique Advantages of Print Advertising for Metal Roofing

While digital advertising continues to dominate the broader marketing landscape, print advertising holds a suite of unique advantages especially valuable in niche markets like metal roofing. Let’s take a look.

In the metal roofing industry, many key decision-makers, particularly those who have been in the field for decades, continue to rely on printed materials for information and updates. This preference for print over digital can be attributed to habit and the straightforward nature of print media. Print publications like industry-specific magazines, and newsletters are often seen as more credible compared to online content.

By placing ads in these publications, metal roofing companies can ensure that their messages are seen by influential figures who might overlook digital ads but will pay attention to what appears in their favorite trade publication.

Print ads are not just skimmed over but often read thoroughly, which is another significant advantage in an industry where the details matter. The physical act of handling a printed piece demands more engagement than clicking through a webpage, leading to a deeper interaction with the content. This prolonged engagement time increases the likelihood that the advertisement’s message will be absorbed and remembered. This phenomenon, often referred to as the "reading brain," suggests that the tactile experience of handling printed materials contributes to deeper cognitive engagement with the content.

For technical industries like metal roofing, where details about product specifications, installation techniques, and compliance standards are crucial, the superior retention rates associated with print can make a significant difference in how effectively information is communicated to potential customers.

Print materials are not ephemeral like digital ads, which can disappear into the ether once a campaign ends. Instead, they have a physical presence that can be circulated and revisited multiple times, extending their lifespan and reach. For example, a well-designed product catalog can sit on a contractor’s desk, serve as a reference during project planning, or be passed around among team members. 

Branding and Education: The Key Roles of Print Advertising

Print advertising is not only an effective tool for direct marketing but also plays critical roles in branding and educational efforts within the metal roofing industry. Its ability to convey complex information in a detailed and visually engaging manner makes it invaluable for establishing brand identity, educating customers, and differentiating products in a competitive market. 

For instance, this detailed information helps customers make informed decisions by understanding why a product like metal roofing clips or screws stands out in the market, and learn more about the features they can offer.

Brand awareness is crucial in industries where trust and credibility play significant roles in purchasing decisions.

Print advertising helps build this awareness by consistently presenting a brand’s image and message in respected industry publications. This consistent visibility helps embed the brand into the collective consciousness of its target audience, fostering recognition and familiarity.

For metal roofing companies, where the decision cycle can be lengthy and driven by project schedules and budget cycles, repeated exposure through print ads can keep the brand top-of-mind. 

For instance, when a contractor or an installer sees AMSI Supply's name and logo regularly in their favorite trade magazine, it not only reinforces brand recall but also enhances the perception of AMSI as a leading authority in the field.

Education is a critical component of marketing in technical fields like metal roofing. Print materials provide an excellent platform for delivering detailed information that can educate potential and existing customers about the products’ technical aspects, usage, and benefits.

In a market filled with numerous options, standing out is essential.

Choosing the Right Print Advertising Channels

Selecting the most appropriate print advertising channels is a critical step in effectively reaching the desired audience within the metal roofing industry. 

  1. The first step in an effective print advertising strategy is to identify which publications are most likely to be read by metal roofing professionals. These include trade magazines, journals, and newsletters that are specifically tailored to the construction and roofing industry, and contain insights, tips and trends that cater to their audience.  
  2. Once potential publications are identified, it is crucial to evaluate their circulation numbers—essentially how many people receive the publication. However, more important than sheer volume is the quality of the readership. It’s essential to verify that the subscribers to these publications are indeed the professionals who make purchasing decisions or influence them, such as lead contractors, purchasing managers, and business owners in the metal roofing sector.

This evaluation can be achieved by requesting demographic data from the publication, such as job titles of subscribers, industries served, and geographic distribution. 

Cost Per Thousand (CPM) is a metric used in advertising to denote the price of 1,000 advertisement impressions on one page of a magazine or newspaper. Understanding CPM can help assess the cost-effectiveness of placing an ad in various publications. A lower CPM isn't always indicative of better value; it's essential to consider the quality of the audience and the potential return on investment.

Additionally, understanding fluctuations in CPM rates, such as seasonal changes or special edition releases, can allow to plan ad placements during times when the target audience is most engaged, thus maximizing the impact of their investment.

Maximizing the Effectiveness of Print Ads

  • The core of effective print advertising lies in crafting a clear, compelling message that resonates with the specific audience. This involves highlighting the technical benefits of their products, like durability and efficiency, and how these can solve common problems in the industry.
  • Repetition is also key to solidifying brand recall and reinforcing the message. Consistent messaging across multiple issues of a publication or across different print media ensures that the brand and its products remain at the forefront of the target audience’s mind.
  • The visual aspect of print ads is equally important as the message. In a magazine full of advertisements, an ad needs to stand out to capture attention. This can be achieved through eye-catching design elements, such as bold colors, high-contrast visuals, or innovative layouts that break from the traditional mold.
  • While print advertising has distinct advantages, it is most effective when used as part of a broader, integrated marketing strategy. For instance, a print ad can direct readers to a landing page that provides more detailed information, a video demonstration, or a signup form for a webinar. Integrating strategies can also mean using tracking tools like QR codes in print ads, which can direct users to a specific webpage.

In conclusion, print advertising continues to hold a significant place in the metal roofing industry due to its ability to reach decision-makers who prefer traditional media, provide prolonged engagement with content, and achieve higher information retention.

The tactile nature of print materials, combined with their ability to be circulated and revisited, ensures a lasting impact that digital platforms struggle to match. This enduring relevance is amplified by the print medium's role in enhancing brand recognition, delivering educational content effectively, and distinguishing products in a crowded marketplace through detailed, visually compelling advertisements.

For professionals in the metal roofing industry, embracing print advertising is not just about maintaining tradition but about leveraging a proven strategy that complements digital efforts to create a more dynamic and effective marketing approach. Integrating print advertising into your marketing mix allows you to cover all bases, ensuring that your message reaches all segments of your target audience in the most effective way possible.

Ready to take your metal roofing business to new heights? Partner with AMSI today and access invaluable resources and support to help you thrive!