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.