Can Print Marketing Play A Role In Your Marketing Strategy?
If you thought print marketing was dead and gone, it might be time to take a look at a few recent facts and figures. A survey by FedEx has found that printed material has helped four out of five small business achieve a cutting edge on their competition, with almost half of all respondents noting that a world without paper would be “stressful.” The survey had other surprising findings: 85% of respondents said they would be more likely buy from a business that published materials such as banners, signs, and catalogues. Finally, around 90% of consumers felt that there would always be a need for print. What it is about print that somehow seals the deal for digitally savvy buyers?
The Trustworthiness Of Print
Most people consult online reviews before buying a product. While consumer reviews can indeed be highly useful before making a pricey purchase, the veracity or objectivity of opinions can sometimes be called into question. Moreover, phishing, fake news, and other scams have led consumers to be a little wary of the information they encounter online. A consumer survey commissioned by graphic communications non-profit group, Two Sides, found that US consumers see print media as a safer, more trustworthy medium than digital counterparts. This is particularly true when it comes to the news, with printed newspapers continuing to have higher credibility. However, print media can help your business in additional ways; it can hone brand loyalty and show that you are committed to providing customers with a quality experience.
Which Type Of Material Lends Itself To Print?
Depending on your business model, print can be more or less useful. If you work in a luxury sector such as luxury products, lifestyle, or travel, for instance, printing a glossy catalogue or magazine can really hit the spot with discerning clients for whom quality is everything. Printed material also works well in the IT, legal, and administrative sectors, since booklets outlining important new information, developments, and regulations, are far easier on the eye when in booklet form. Print allows readers to skim over a long list of regulations, pausing on important ones, marking others, and returning to specific clauses, rules or instructions at a later time.
What Are The Costs Of Print?
If you are printing a quality publication with large high-resolution images in color, a beautiful font, and your brand logo and style, you will have to factor in the cost of professional printing. The good news is that you will save considerably by doing so, since print companies buy quality glossy recycled paper, and they will save you having to constantly replace your expensive colored toner. You can also save on queues at the post office by opting for online stamps. You can quickly learn how to print stamps online and simply drop off your envelopes at the nearest postbox. Time is money, so you should try to streamline the printing process as much as possible.
What Returns Does Print Marketing Offer?
Research led by PrintIsBig.com has found that spending $167 on direct mail earned businesses $2,095 – which amounts to a 1,255% return. Marketing researchers believe it all has to do with trust and tangibility. MarketingSherpa research found that 82% of Internet users trust printed ads at the moment of making a purchase. Moreover, the tangibility of printed material means that items of interest can easily be kept and pulled out when needed – unlike online items, which can sometimes get lost in the web.
There is no doubt that digital marketing merits its place as King in the marketing strategies of small and big businesses alike. However, print is far from dead and has an important place in catalogues, newsletters, and brochures. If you do opt for print, ensure that you create engaging content that captures the attention of clients, both visually and (if relevant) in terms of its written material. People trust print, and indeed, the sense of holding printed material in your hands is something that may just be impossible to replace.
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