While we are a society of technologically-obsessed people, who aren’t comfortable unless we are constantly connected via some sort of digital device, print media is still alive and well. According to a recent Nielson research survey, 90% of customers want to receive print design marketing collateral related to promotions and sales.
Why? Here are some benefits:
Print design leaves you with a physical thing, something you can touch and explore, often this leaves no option but to read it, unlike the counterpart, an email, which can be deleted straight from the mailbox before it is even opened, sending it into cyberspace instantaneously. When you create an attractive print item, it results in it being kept for days, months or even years – this leaves plenty of opportunity to engage in the images or text.
Whether it is true or not, people tend to believe a printed article over an online one. With internet content becoming more easily editable than ever, people are trusting what they read online less and less. The rich history of print design means that a company using print design can earn more prestige and respect from their audience. Well established companies have been using print marketing long before online marketing was an option. By using print marketing you can make your company seem established and credible through association. It is also important to mention that readers of magazines tend to be very loyal. A reader will often subscribe to one publication for a number of years. Associating your business with a publication that is already trusted can be very valuable.
Brand Identity Creates Memory
In order to create and maintain a brand, a strong brand identity must be established and recognised. Using the same font, color scheme and types of images creates a consistent visual which solidifies the brand identity. All of which comes as second nature in print design.
Proper placement of your print ad can allow your ad to effectively reach a particular demographic. Print ads can be carefully placed to target people in specific areas or people who may use particular facilities or services. Print ads can reach niche markets through placement in particular publications or specific placement within a publication. Direct mailers can be used to target people who live in specific areas.
Engaging with your Audience
On average consumers engaging in website information will skim for 15 seconds, yet those reading printed information such as brochures or leaflets will spend 30% more time studying the information. Not only this, but seasonal brochures and offer codes remind the customer of your existence, which in-turn, encourages them back to your business. Now that’s what we call a good relationship which results in customer loyalty.
Don’t forget about the branding.
It’s not just the presence of print media that is important, but the proper branding and utilization of the medium. Your branding should match across platforms and mediums. Current and potential customers should be able to resonate with and remember your brand based on your marketing.
Here is how proper branding can affect your marketing:
One of major components of your brand is your logo. Think of how we instantly recognize the simple yet powerful logos of popular companies. As the “face” of a company, logo design is critical because that simple graphic will be on every piece of correspondence and advertising. A professional logo design is simple enough to be memorable, but powerful enough to give the desired impression of your company.
A professional appearance builds credibility and trust. People are more likely to purchase from a business that appears polished and legitimate. Emotional reactions are hardwired into our brains, and those reactions are very real influencers.
While online media is here to stay, it is important not to ignore print marketing. Careful analysis can determine which is better for your business and combining online and print media can be very powerful. It is important to stay open to many marketing opportunities to find what will work best for your next campaign.
If you’re thinking about utilising print design to differentiate yourself from your competitors, contact Linkpoint today!