When a potential client visits your website, they skim through your content, read bullet points and hardly retain information. However, when they read your printed marketing material they immediately become more engaged in the process and look through the content for a longer period of time. Despite the fact that we live in a digital age, print marketing is vital to business success.
So how and why does print marketing work? Your trusted printing company takes a look…
A Sensory Experience
The most important aspect of print marketing is the fact that it is ‘tangible.’ Print media offers the consumer a sensory experience. The reader interacts with the content, they touch the newspaper, hold it, fold it and turn the pages. Print media has the unique ability to trigger the senses and elicit emotion in the reader.
Author of Brand Sense, Martin Lindstrom says, “When brands appeal to more than three senses, advertising effectiveness will increase by 70 percent.”
From the smell of the paper and ink, to the touch of the paper stock, print media offers your audience something the digital world does not offer: a sensory experience.
Print Media and Strategic Alignment
If used strategically, print is the ideal marketing platform. This is because print marketing is easily accessible, offers room for out-of-the-box thinking, and is available in small or large numbers. And it is important to remember that each type if print media plays a unique role in the readers life.
Newspapers and magazines become a part of an individuals daily routine. This is where they go to be educated, entertained, and informed.
Catalogs and brochures offer inspiration for customers, leading them to make a purchase. Catalogs and brochures offer advertisers the chance to be creative in their approach. This is done through visuals, smart call to actions, informative content and eye-catching design.
Direct mail has the unique ability to gain access into the home of consumers. This means that you can deliver a specific sales message to your consumer in the comfort of their own home.
On their own, each print platform fulfills an important marketing role. But when these media channels are strategically aligned, they have the power to form an epic campaign for your brand.
Print Media and Customer Engagement
A successful marketing campaign is determined by customer engagement. If you do not continuously create a dialogue with your customers and potential customers then your marketing strategy is flawed. Print marketing offers you the opportunity to continue communications with your customers, and keep the conversation going.
Billboard printing is still one of the most effective tools for marketing in this regard. We may live in a digital society, but we still have to take the roads to work. We still need something to look at when stuck in traffic. So why not take advantage of this?
Print media such as newspapers, brochures, leaflets, and magazines offer you the opportunity to get creative with your content. From company news to entertainment and special offers, you have room to place a variety of content. All of this generates engagement between the reader and your company.
Print Media and the Neurological Facts
Recent studies have identified the difference between the way people process information in print and the way they process information on screen. This neurological research has discovered that print readers maintain their capacity to read longer articles. This is because the medium does not offer many distractions – as opposed to the countless distractions online.
With this in mind, the reader gives the content their full attention. This is knows as ‘deep reading,’ which becomes ‘deep thinking.’ Print gives the reader a chance to actually design and retain information.
Jetline: Printing Company South Africa
At Jetline we understand and appreciate the importance of print marketing materials. We have put together print options to suit all budgets. Our team work with you to ensure the ultimate end result. Contact our experts today for more information on all your printing requirements.