In a world dominated by screens and scrolling, it may come as a surprise that the potency of print still packs a powerful punch. Of course, digital marketing plays a huge role in today’s brand awareness and advertising campaigns, but print continues to captivate audiences and leave a lasting impression. Physical marketing assets, for example, deliver an astounding 77% brand recall rate compared to just 46% from digital outreach, according to industry research. And perhaps most notably, hard-copy collateral has a higher response rate than digital ads — in fact, direct mail is nearly 10 times more effective in this regard than its digital marketing counterparts.
While the role of print marketing has certainly changed drastically over the years, businesses who overlook its enduring impact and impressive ROI do so at their own peril.
The Enduring Appeal of Print
Unlike an email or digital ad, print ads create a more personal and immersive experience by comparison. Your prospects can touch it, turn it over and even tear off coupons or discount vouchers. They can place it on their bedside stand, counter or kitchen table, where they’ll be reminded of your business over and over again. They’re also not distracted by a busy screen where they can easily click away, ignore your message or filter it out with an ad blocker. Print readers usually spend 20 minutes or more with their publication in hand, compared to digital where the average interaction is just five minutes.
Effectively Integrating Print and Digital
Now, this doesn’t mean that you should look to ditch digital altogether. Instead create a comprehensive omnichannel marketing strategy that integrates print and digital for maximum benefit. For example, use QR codes to send direct mail recipients to your website or product landing page. And kick your campaigns up a notch by adding personalized URLs (PURLs) — you can read more about their benefits here.
Quality Counts
The quality of your print marketing material is a reflection of your business. Flimsy stock and an overcrowded design won’t cast a favorable light on your product or service. Here are a few suggestions to keep in mind as you design your print collateral:
- Budget for premium paper stock for a more substantial feel and greater impact.
- Choose a design and color combination that grabs attention and makes your CTA pop. QR codes are a great way to reduce the amount of copy on a mailer and make it easier for customers to purchase online.
- Get creative! Mailers don’t have to just be postcards. Create a die cut, turn your mailer into a fun refrigerator magnet or add texture or fancy folds to make it stand out even more.
Benefits of Working With a Reliable Print Service Provider
You can have the perfect idea, but execution is everything — particularly with print. And that will depend on the expertise and resources offered by your print service provider. Kymera’s in-house print shop and resources can handle all your printing needs. We can design and produce a wide variety of marketing materials — from brochures and booklets to calendars and signage — and get it done fast at a competitive price:
- Flyers
- Brochures
- Catalogs
- Menus
- Direct Mail (postcards, letters, any format or size)
- Vehicle Wraps
- Indoor/Outdoor Signage
- Conference Materials
- E-books
- Pocket Folios
- Wall Wraps & Window Clings
You could achieve 4x the results by combining print and digital marketing. Contact us today to pump up your next campaign with the power of print.
Sources
https://financesonline.com/print-marketing-statistics/
