The Power of Print

Posted on: February 26th, 2014

Print is a secret marketing weapon. One of the most important benefits that print offers is its tangibility. There is an enhanced effect when you can hold, touch, and feel a printed marketing piece in your hands. The creativity behind print can make it engaging and compelling to consumers. Print creates and demands focus from its readers. Print understands the need to actively engage its target once they pick up the magazine, opens the direct mail piece, and/or unravels the newspaper before them. Now, how is print effective?

Integration is key, and print can deliver. Print media has a knack for developing relationships with its readers. Studies show that 39% of customers try a new business because of printed direct mail advertising, while 70% of customers renew the relationship because of a printed direct mail promotion. Recent neurological research proves that people will maintain their attention capacity longer when reading print media over digital media presented on a screen by up to 30%. Print in a way can be more personable and one-on-one with its readers because it is tailored to the reader at hand. Print is relevant to its setting whether it be in the Rolling Stone, Wall Street Journal, or mail piece. The print production and design must fit to the criteria of the medium it resides in. For example, placing a Gatorade ad in Sports Illustrated. Also, print has credibility.

Web campaigns are not the only way to achieve high ROI. In fact, printed marketing campaigns have been shown to achieve a 13 to 1 ROI at the lowest cost per lead. With the constant overload of mobile media, print is a refreshing change to the constant bombarding ad messaging that appears in social spaces and our digital mailboxes. Thankfully direct mail and print does not have to end its consumer engagement with a fancy fold or interesting texture. Direct mail especially has multiple ways to track ROI and link across multiple media platforms and mingle online as well. Tactics like QR codes, promo codes, unique URLs, vanity phone number and self-mailers all allow for cross platform interaction and direct response from consumers. When it comes down to cost and effectiveness, print is against challenging the new age tactics with traditional spin. Anything can be found on the web, but the true value in your marketing dollars is found with paper.

Print may seem have seemed outdated, but it is extremely effective and powerful in advertising. Print production and print design are too important to be overlooked.

Now that you are convinced that print is great for your bottom-line, hire an expert to implement your creative design and strategic tactics. Appleton Creative is an award-winning, full-service advertising agency located in Orlando, Florida. Appleton works with local, national and international clients to provide marketing strategies through print, web, social media and video production – all in-house. At Appleton, we want to learn about your business, empower your marketing team and be your creative resource. Your marketing goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com.