In today’s digital marketing world, printed pieces exist in history… or so it would seem. Websites are based off of catalogs, landing pages look like sales letters, and emails resemble the postcards we used to send before everything went online. Print is just what came before, right?
Even though it might seem that way, we also have to remember that there are still print catalogs, sales letters, brochures, and other collateral pieces all around us. The fact that companies of all sizes are using them again and again tells you they remain profitable. So, is print really dead? And, should you be using it?
To find the answers, there are a few things you have to consider…
The Data Says Print Is Alive and Well
According to the CMO Council (which surveys Chief Marketing Officers), 70% of American consumers say they find print advertising to be more personal than online communications. And, print campaigns show an average 13-to-1 return on investment.
As it turns out, you are still getting print advertisements not because the company sending them doesn't know any better, but because they still work. Obviously, audience matters (boomers like print materials more than millennials, for example) but it’s good to have a mix of both.
70% of American consumers say they find print advertising to be more personal than online communications.
Some Ideas Work Better in Print
It’s almost taken as a given these days that if you want to be creative, you have to do it online. However, because of differences in screen sizes, browsers, and even color or visual settings, print is a lot more consistent. Plus, there are times when your message is best conveyed in a printed format.
For example, customers are likely to scan a webpage, but will typically read a printed marketing piece from front-to-back, or at least skim it in the right order. Or, they may want to physically bookmark a certain point and return to it later. So, depending on the type and complexity of your messaging, print might be the more natural medium.
Print Feels More Permanent
There is something to the notion that printed materials feel more permanent, personal, and credible. The fact that you’ve taken the time to put something to paper sends a subtle message to the recipient: this matters. In a world where everything feels like a fleeting thought (how many tweets do you remember on a weekly basis?), print is more substantial.
In fact, the huge growth in online marketing and advertising has only helped print stand out even more. Because lots of companies never devote the time or budget to using print anymore, something that can be held, felt, and admired feels noteworthy.
Print Can Support Online (And Vice-Versa)
There’s no reason marketers have to choose between print and digital marketing mediums, especially when they tend to support one another so well. You can reference your website in printed materials, and follow-up with the website visitors and social fans through printed mailings.
As with all things in the world of sales and marketing, having multiple contact points and impressions is the name of the game. So, by combining print and digital together, you might be able to achieve a much bigger and better effect.
Take a look at some recent print work we completed for
The Safety Institute or check out all of our work