We’re used to seeing headlines asking whether print marketing is dead. In an increasingly online world where attention spans are decreasing and we consume our information via feeds and timelines, print marketing is often confined to the realms of ‘traditional’ or ‘old fashioned marketing’. Many organisations focus on blogging, video content and social media. And so what about these traditional forms of marketing? We’re happy to report that not only is print marketing very much alive, it is also thriving.
According to the British Promotional Merchandise Association, 96% of people who received promotional products felt that the merchandise increased brand awareness. 55% of recipients said that they feel more favourable towards a brand after receiving a promotional gift. 83% of respondents said that they remember a brand 12 months after receipt of a promotional product. 79% said they would more likely to do business with the organisation in the future. (Source: BPMA)
So why is that, despite the naysayers, print marketing continues to flourish?
Tangible and Tactile
In a virtual world where we grapple with pop-up ads, timelines, posts and animated gifs, print marketing is something tangible. It is something that you can hold in your hands, stimulating touch as well as sight and sometimes even scent.
Credibility
You can set up a social media channel in minutes but a printed brochure or promotional product requires thought, time and a little creativity. Some online marketing, though this is misleading, is seen to be low cost or free of charge, whereas printed materials have to be paid for. A business that takes the time and expense to create something beautiful and tangible is more likely to be considered credible.
Non-Intrusive
When we receive printed materials, whether through the post or through some other distribution channel, we have the option of looking at them straight away or setting them aside until later. This is not always the case with online advertising. When we’re scrolling through our Facebook timeline or looking at Twitter, we’re interrupted frequently with sponsored ads and posts. Print marketing is much less intrusive.
Variety
Print marketing is not just about flyers, leaflets and paper products. It includes a wide variety of promotional products including pens, wristbands, car air fresheners, flags etc. All of these items can be customised with your branding and message. Studies indicate that recipients tend to keep promotional products for a year or longer.
Increases Brand Awareness
Printed promotional products increase brand awareness. They carry your company’s branding and message. An online ad can be fleeting and compete with countless other ads but a thoughtful, well-placed promotional product is something that can be used repeatedly, increasing your company’s exposure.
Customised and Personalised
Printed products can be fully customised with your business’ colours, artwork and message. With the rise of variable printing, items can also be personalised at a relatively small cost. This all adds to the perceived value of the products, making them less likely to be discarded or thrown away.
Integrates with Offline Campaigns
With the rise of QR codes and NFC technology, print and online campaigns work well together, increasing engagement and also sales.
So where should we concentrate our marketing efforts? Online or offline? Any good marketer will tell you that it’s all about balance. Online marketing can support offline campaigns and vice versa. Consider all channels and find innovative ways to integrate your online and offline marketing. If you’re creative and innovative, you may find that consumers become your best marketers, wearing branded items or sharing promotional products via they’re social media channels.
[Top Image Source: wavebreakmedia / shutterstock.com]
