MARKETING IN PRINT
The far reaching effects of the pandemic saw a significant drop in demand for the printed word. This is attributed in no small part to the combined upshot of closures for the high street, popular venues and of course the workplace. There was an obvious trigger point to move even more ‘online’ resulting in the same old question, is print dead?
Well, no, printed media and its use in marketing is definitely alive and kicking. It’s been tried and trusted for many hundreds of years and there is no doubt that there is art and beauty in material that is ‘fresh off the press’, not to mention the smell. Is that last bit weird?
Modern printing is cleaner, greener and more economical than you may think. The technology has changed, inks are more environmentally friendly and paper is possibly one of the planets most recyclable materials.
While the circulation of many printed publications may have shrunk, those who do engage in the tangible are more discerning and this leads to very happy advertisers. Promotional material like posters, flyers and brochures are still vital for business. The physical product can still have a big impact on the audience, it can reinforce the emotional connection and commitment in the reader. Experts suggest that the capacity to recall a brand name is 70% greater among readers of printed marketing and that is good for your business.
Promotional material like posters, flyers and brochures are still vital for business. The physical product can still have a big impact on the audience, it can reinforce the emotional connection and commitment in the reader.
There are a number of surveys which demonstrate that more trust exists in the printed word compared with that of a website, and participants often reference not having to wade through junk and tiresome irrelevant ads or wait for downloads. We get torpedoed by spam in a sometimes oversaturated online onslaught, and as they build up in the inbox there is a tendency to delete the one’s that look like a sales pitch. Most people get annoyed at random ads popping up and it’s no coincidence that we have software to block them.
Yes, we know what you’re saying “but this is being written for an online blog”, of course we recognise the irony but the digital form can sit side by side with print quite happily. The ability to run campaigns simultaneously means that all bases are covered and your product or service reaches a far wider market. It’s win, win.
Magna Graphic Design can provide you with both in equal measures. We look forward to starting work with you on your next project.
