In this ever more digital age we live in, with websites and digital media, there is still a need for great design for print. It’s easy to forget how effective ink on paper can be, there are many advantages to this form of marketing. We’ve compiled a short list of why printed literature is still a key piece of your marketing toolkit.
Printed literature is an object that can be physically touched and held by your clients – for instance a magazine or a brochure, many of these are found in our homes or offices which are likely to be left around for years, subconsciously leaving a imprint on peoples grey matter. Compared to internet ads which normally disappear within a couple of weeks!
Print is able to give your clients and consumers that sense of legitimacy. The fact that anyone can just create a website to do anything is overwhelming and the fear of scams and viruses come with this problem, where as print has a more professional image that comes with it.
Print is also a great way to give your brand a very professional image to make it stronger. However, in order to be successful when doing this you must ensure your communications are consistent throughout. Colours, fonts, images and style of writing should all fit within your brand guidelines and adhere to your company’s ethos.
Sending out direct mail is a great way to reach a niche audience that have been harder to reach via online marketing techniques. Not all businesses are completely sold on the internet and feel that some advertisements can be viruses or spam, print allows you to break through the online marketing blur and specifically reach your target audience while still keeping that professional image.
79% of people will act on direct mail IMMEDIATELY*. An engaged audience is far more likely to respond to call to actions on advertisements as the majority of readers trust the information that they read in newspapers, magazines and flyers, making print ads a great way for brands to continually build a growing client base.
To Conclude, Print is
Overall when marketing your business you need to utilise as many different channels as you can to reach your target audience. Most of your marketing activities will be online, but there is also a segment of consumers who really will engage with printed literature. Finding the right balance between all marketing facets is key.
*Royal Mail MarketReach Mail & Digital Part II, Quadrangle, 2014
*‘From letterbox to inbox: Building customer relationships’ dma.org.uk
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