Why is Print Still Important?

Why is Print Still Important?

Print is an incredibly powerful marketing tool that can stand alone or form an interictal part of a combined campaign with social and digital marketing. Below are some reasons why it is still worth considering print as part of your marketing mix.

People trust print

The internet can be subject to various scams and fraud, so people tend to have much lower trust levels than information received through the letterbox. Picking up a leaflet doesn’t pose any immediate risks, whereas dodgy links or documents you often see online can.

Millennials respond to print

Though millennials are usually more geared toward digital devices and online marketing, a recent study found that 82% of millennials said they would engage with retail print literature.

Targeted printed items

With the rise in digital activity, more adverts appear online and are being opened less. At the same time, fewer are received via printed mediums, creating a massive opportunity for marketers to take advantage of. As very little goes through the letterbox, your message is more likely to be read than in the crowded digital space where everyone is trying to take ownership of it.

A recent marketing campaign for one of our clients had an 87% successful open rate. We used a kraft envelope and a calligrapher to address a marketing campaign to just 400 key decision-makers (It appeared as a very personal letter, so gatekeepers did not open it). It boosted successful open rates (and, in turn, attendance records for a new product launch) to unprecedented levels. Print can be so much more than digital campaigns.

Retention rates are higher.

Digital media has lots of distractions, so messages read whilst on your phone or computer are less likely to be read correctly. According to research, a different part of our brain is used for reading printed text, making us more receptive to the material.

Print is tangible

One of the main advantages of print compared to digital marketing is that you can touch and smell it, a more powerful thing than you otherwise may have considered. Research has shown that physical media generates higher levels of emotion, which in turn helps develop more positive brand associations.

Print stands out

Well-designed printed material can really stand out and encourage recipients to read on and explore more. Due to the number of marketing messages on email and social media that are never looked at has meant that many brands’ creative content gets overlooked.

Want to know more?

Serious about growing your business? Want to learn more about how print can help you supercharge your business? Contact us for a chat and re-discover a marketing champion.