marketing / print design
The Importance of Print Marketing
If you think print marketing is irrelevant in today’s world, you’re wrong. It’s alive and kicking, and screaming for you to use it.
Have you buried that bulk of leaflets or brochures at the bottom of the cupboard? If so, it’s time to dust them off and put them back where they belong – in front of your customers, both prospective and current. You’re missing a trick if you rely solely on digital communications.
Print marketing: archaic or invaluable?
Business cards, leaflets and billboards once dominated our industry and were the primary communication tool used to engage customers. Without a shadow of a doubt, we are living in an increasingly visual and digital world where everything is but a click away from us, making digital the quickest and often cheapest way to communicate to a broad audience. In a matter of seconds, we can broadcast a message with minimal effort, (thanks to scheduling tools like Buffer or Hootsuite) without print, postage costs and overhead hours.
Print work can’t be edited on the fly, so proofing is essential – if you’ve forgotten that extra comma or misspelled a word in your sentence, tough luck. As well as that, once it’s out there and scheduled for a particular release date, several other things might have occurred (perhaps more important than what you’ve printed) but what’s published is the latest thing you’re shouting about.
The tactile truth
When you attend an event or exhibition, it’s print marketing that you see dotted around everywhere as you browse – from start to finish; it’s perpetually in your sight.
Print marketing, in a nutshell, produces tangible benefits that digital comms cannot do. You see it, pick it up and take it away with you, perhaps finding it down the line while rummaging through your bag. That gentle nudge reignites the moment and the need to ‘do something about it’ – making it less intrusive and more permanent than a post that gets lost in multiple social media feeds.
Print marketing can be engaging, effective and can boost campaign ROI. In the long-term, print has shown to increase campaign effectiveness, adding further value to your marketing than relying solely on digital.
Need more convincing?
In case we haven’t convinced you, here’s why print should take place in your marketing mix:
- Paperless isn’t always paperless. Many consumers end up printing what they’ve seen online, so they have a physical copy in which to digest in their own time. Producing it yourself gives you control over print quality.
- Consumers don’t always trust online advertisements. Just because it’s online, doesn’t always mean its legitimate. With the rise of fake news and ads, many consumers are questioning legitimacy with many ads ignored or even blocked.
- Printing is easier to remember. A physical copy of a branded item, such as a leaflet, a poster, a card or fact sheet, is far easier to have to hand rather than scrolling to find what you were looking for. This is one massive disadvantage of digital reading (unless you remember to favourite the item).
- Print can engage a response higher than its digital equivalent. Statistics this year have shown that Waitrose (other supermarkets are available) had a greater response rate via its print than its digital counterpart even though there was a drop in brand investment. Like we mentioned earlier, when it’s in front of you, you’re more likely to do something rather than remembering that ad you saw online a few weeks back.
- The internet can be all too distracting! The internet tempts us to flit all over the place; everyone does it! How often do you forget what you unlocked your phone for? People get easily distracted when online, and you can sometimes miss the goal. With print, your message is set, allowing you to be singularly focused.
One major benefit of having printed materials is the excellent value that they represent.
- You can save your core brochure as a digital asset or download to encourage mailing list sign-ups.
- Any graphics used within product sheets can and should be pulled out for use on your website or as unique content for your social feeds.
- A customer postcard or invite is the perfect dimension for a Facebook feed image
- Add leaflets or guidebooks to transactional emails – so you can automatically give your customers what they need.
- Use print to encourage engagement on digital platforms.
Harnessing both print and digital holistically will make campaigns more effective.