How print marketing can complement your digital strategy


Many say that the days of print marketing are coming to an end, but we don’t believe this. After all, similar predictions were made after radio and TV were introduced and print survived both of these. In fact, many are unaware that the statistics are looking pretty good for print at the moment, with some even saying it’s being reborn: sales of e-books having slumped, magazines still in circulation, 3D printers being all the rage and sales of polaroid cameras steadily rising again. And while there’s no denying the fact that digital strategies are often the most practical, efficient and even cost-effective at times, there is definitely scope for print marketing to survive and remain relevant, even as our world becomes more and more digital.

What does print do best?

While digital media is unparalleled when it comes to providing data intelligence, targeting specific individuals and reaching the largest numbers, print clearly provides something unique, otherwise it would probably be obsolete by now. Here are some of the main areas where it has been known to out-perform digital:

Emotional connections

Studies show that people are more likely to have strong emotions toward something that’s real and tangible than something made out of pixels. Ever heard someone say they love the smell of books? These kinds of genuine sentimental connections are really unique to print.

Creating memories

Experts have found that our brains are better at retaining information from print than they are from digital sources. This is probably because print is far more physically immersive – you’re turning the page with your hands and feeling the intricate details of the paper. On the other hand, the routine action of scrolling, clicking and typing is so instinctive to most of us, that we often forget we’re doing it.

Standing out

Because consumers are so used to digital noise, they’re highly desensitised, often blocking out anything they deem to be advertising, whether that’s mentally or through an ad-blocker. Print on the other hand, is less saturated in this way. Without digital limits in place, it can catch eyes in unique and unexpected ways.

So, what’s the best way to use print in 2017?

We’re certainly not saying that it’s a good idea to rip down your socials, deactivate your website or slash your SEO budget. But having some print integrated into your marketing efforts may just broaden your reach and draw in some new business. Here are some of the top ways companies are using print to complement their digital strategies:

Variable printing

Not a whole lot of print material is personalised, despite the mass of data we have on our clients from all our intelligence. Variable printing is now better quality, more affordable and customisable than ever, allowing you to combine the personalisation of digital marketing and the immersive elements of print.

Business cards

If someone has your business card, the chances are you’ve probably met them in person. A tangible keepsake from your meeting will always be a great way to put you in your customers’ front of mind, especially as more and more communications become digital.

Finishing touches

Being able to add unique finishes to your print communications is now more affordable, customisable and accessible than ever before. Small touches can make a big difference, offering new opportunities to expand your brand image with new style, depth and character.

Here are some tips to help you make the most of your print communications:

 Be you

Your print communications shouldn’t differ too much from your digital material, so it’s necessary to ensure your style, content and energy remains consistent with your unique brand personality.

 Segway to web

Just because you’re using print, don’t forget to refer customers to your digital platforms. Always save space for email, web address and social handles to ensure you’re accessible as possible to your customers.

Triple check your work

Unlike web content, print mistakes can be very costly and time-consuming to mend. You should double ensure your content is proof-read, edited and thoroughly reviewed before it goes to print.

Need some help adding flair to your branding? Merryn Bourne Creative works closely with brands to develop unique integrated marketing communications strategies with a range of digital and physical touchpoints. For more information, contact us today.

The Coffee Experience

The Coffee Experience

Merryn Bourne Creative recently worked with Velocity from Airport Retail Enterprises to develop a marketing strategy for the signature drink round in the recent championships at The Coffee Experience.

We created a beautiful brand for the Macadamia Moment along with a promotional tent card to deliver the message that the deconstructed beverage could made just how you like it!

Here a few snaps from the day!

The Coffee Experience

Source: Prime Creative Media

The Coffee Experience Macadamia Moment

The Coffee Experience

Source: Prime Creative Media

The Coffee Experience

Source: Prime Creative Media

The Coffee Experience Macadamia Moment

Tender document design

Add creativity to your tender documents

We recently had the privilege of designing some tender documents for one of our regular clients.

This really got us thinking of how a well designed tender document can really show off your brand and ensure you stand out from your competitors.

Here are some important points as to why it’s critical that the design of your tender document is done right the first time.

  1. Be confident in your brand! A well-designed tender template document will boost your business’s credibility and present a refined image of your brand.
  2. Adding design and creative thought to your presentation will allow for clear communication and grab your audiences attention.
  3. Use a clear, simple and consistent page structure to ensure legibility and have a greater impact.
  4. Naturally, when we see a well-designed document, we assume it has been expertly developed, and shows you take pride in the presentation of your brand.
  5. Creativity and structure adds value to the finished physical document.

These images show how beautiful your tender documents can be.

Tender document design Tender document design  Tender document design Tender document design

Fidh Tank Creative Huggies Brochure

Huggies infographic brochure

Recently we collaborated with Blaze Research to design an infographic brochure for Kimberly Clark. This brochure is a tool for category managers to educate their distributors on how to increase demand for the Huggies brand within their stores. To increase the life of the print campaign, we recommended a digital flip book.

Result: Super effective communication solution! The  infographics give the viewer info in a snapshot – and the digital flip book option makes for easy and economical sharing online. Take a look!
Fidh Tank Creative Huggies Brochure Fidh Tank Creative Huggies Brochure
APN Outdoor + NEWS Corp exterior Bus Advertising Campaign


Create a compelling campaign to get the travellers to download the MATCHA app and play to win an iPAD. Sounds easy.

Working with OOH client APN and NEWS Corp to develop a campaign to direct engagement with the Daily Telegraph website through their new app MATCHA. The aim of the game on the app is the match the headline to the images from The Daily Telegraph.

The functionality of their app uses beacon technology on the bus. Ultimately, get travellers to go online, download the app, play against other travellers on their journey.

To give the user a feeling of “in the moment”, we chose local photography of local traffic, and shots of active handheld devices. We decided that icons for the quick and easy recognition of action required to WIN!

Our campaign started in January on Sydney buses. Feedback on results has been very positive so far. Have you considered who you might use for your next creative campaign? This year, consider the team at Fish Tank Creative.

APN Outdoor + NEWS Corp exterior Bus Advertising Campaign
APN Outdoor + NEWS Corp exterior Bus Advertising Campaign

Sun Valley logo

Sunvalley Branding

On this happy but windy Friday we would like to welcome our newest client Dragon Eye Properties (DEP), a Sydney residential property development company.

Fish Tank Creative is feeling very lucky to have be approached by DEP to re-brand their current Sunvalley Warriewood project.

The provided brief required us to create a brand that reflected the coastal environment of the developments location in the Northern Beaches. In the end we used an abstract circular shape combined with a handwritten styled typography to create a natural free flowing concept.

Sun Valley logo
Sun Valley brochure

One Penny Red business card

One Penny Red Branding

If you’re in Sydney’s Inner West, then One Penny Red is the place to be! OPR is the latest wine bar/restaurant in Summer Hill.

Fish Tank Creative was given the opportunity to work with One Penny Red and create the following collateral;

  • Brand Identity
  • Stationery
  • Responsive Website
  • Signage
  • Trivia cards
  • Menu & Menu Boards

We were even lucky enough to attend the restaurants opening night and try the delicious contemporary cuisine menu. We recommend the smashed pea crostini with pickled zucchini & buffalo mozzarella along with the banana and salted caramel beignet soufflé with chocolate fudge dipping sauce for dessert, delicious!

One Penny Red business card

One Penny Red menu board
Photo credit Corban & Blair



Photo credit Ramen Raff