Getting back on track: Why print should be part of your marketing arsenal (especially during uncertain times)
Despite the explosion of digital marketing, print marketing is still one of the most effective ways for savvy business owners to drive sales.
This is especially true as we all weather extremely challenging trading conditions and the economy is still in the process of recovering from the first wave of COVID-19. Now, more than ever, every penny spent on promotion and marketing needs to work harder and deliver maximum return on spend.
Here’s four compelling reasons that print marketing should be high on your recovery agenda:
Print gets you in front of your customers more easily
Unlike digital marketing and advertising, using a print catalogue instead of a digital one or using other printed promotional materials is far more likely to get in front of your ideal customers.
Why? Because print doesn’t add to the digital noise that so many of us face, nor can it just be removed and deleted via an overzealous spam filter or just ignored. They won’t click away and forget about you because they can’t.
Your print materials will arrive in their home and sit on their coffee table, ready to be browsed whenever they have a chance to relax.
Print leads to greater engagement
There are several fascinating studies that suggest that print materials are easier to engage with and to understand than digital versions, and more still that suggest we retain information better when reading print than using a screen read more.
As any experienced marketer knows, without engagement or brand retention, your marketing campaign will simply fall flat on its face.
By using printed promotional materials like posters, points of sale, calendars, greetings cards or catalogues, your customers are more likely to engage and remember your brand, even if they don’t immediately act.
Print is more versatile
If you’ve used digital advertising, you’ll know how frustrating it can be when you need to fit certain specifications such as word count or number of pixels when you’re creating your marketing materials. With such limitations, it’s sometimes hard to be as creative as you’d like to be.
There are none of those limitations when you use print. You can create the marketing campaign that you want to without the restrictions often present with digital forms of advertising and promotion. What’s more, with personalisation now more affordable than ever, you can ensure your piece speaks directly to the customer you’re aiming to engage, making it even more effective.
Print is considered to be more trustworthy
In this age of “fake news”, it’s harder than ever for consumers to know who to trust online. However, this isn’t the case with print.
These are just some of the reasons that we are seeing a resurgence of printed catalogues and product guides, especially within the retail sector. Channel marketers are increasingly falling back in love with print and the reasons are plain to see. When your customers can hold a ‘physical’ printed catalogue, flyer or other promotional item in their hand, a tactile connection is created – it’s an experience that simply cannot be emulated by digital media. Your brand and business become a meaningful part of their life. A real feeling of trust is created, and a tangible connection is built, improving engagement, and helping to support positive buying outcomes.