Printed Materials: ‘Old-School’ Marketing is New Again

October 13, 2020 by Leslie Barton

Mark Twain once said “the reports of my death are greatly exaggerated.” That’s true when it comes to using printed materials in marketing, as well.

Print is not only still alive, it’s thriving. That’s because it performs extremely well against digital media in a number of key ways.

If you’ve been ignoring print in pursuit of digital nirvana, here are five good reasons to take a fresh look at this “old-school” medium.

1. Consumers trust print

printed materialsIn a survey of 1,200 consumers, Marketing Sherpa asked which type of advertising channels they trusted more in making purchase decisions. Print ads in newspapers and magazines got the top spot at 82%, with catalogs and ads sent by mail not far behind.

2. Print is more engaging

Digital content is largely experienced visually, but printed materials are physical and engage multiple senses.

In a Temple University neuromarketing study designed to measure how human senses affect consumer purchasing, print ads created a stronger emotional response than digital ads. Participants also spent more time on physical ads and remembered them better.

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3. Print gets response

In the most recent Association of National Advertisers/Data and Marketing Association response rate report, direct mail generated response rates that were multiples of those achieved by other marketing channels.

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4. Print aids comprehension

Reading online for long periods of time can strain the eyes. Concentration can be difficult, as well, due to pop-ups, auto-play videos and other annoyances.

A Canada Post study found it takes 21% less cognitive effort to process information presented in print versus digitally. Additionally, the study found that consumers remember brand names seen in print ads 70% better than those seen in digital ads.

5. Print has staying power

Digital ads stay online as long as you have budget to pay for them. Print ads and marketing collateral can circulate or reside in homes, offices and waiting rooms for years.

Print pieces also get passed around. You may send a flyer or brochure to one prospect, who then shares it with his or her boss or colleagues, creating multiple impressions.

Get the Most from Your Printed Materials

There’s good reason to include print in your marketing plans. But printing (and storing) physical materials can be expensive, and most marketers overspend on print, wasting a significant portion of their marketing budget. Among the causes:

  • Using multiple printers and storage facilities, leading to duplicate charges.
  • Choosing the wrong printing process for the job (e.g., printing pieces that change frequently using offset).
  • Printing more than they can use (again, using offset instead of digital printing, which is far more cost effective for smaller quantities).
  • Creating overlapping or redundant pieces.
  • Allowing materials to become out of date or obsolete and paying to store print material inventory that will never be used.

A good sales literature fulfillment provider like Amware Fulfillment can help you optimize your print spend by working with you to determine ideal inventory levels and streamline print processes. We also offer online inventory management so you always have real-time data on your inventory levels, to avoid out-of-stock or backorder situations, as well as over-ordering and rush reprints.

For more on these and other ways to make your marketing more efficient and effective, get in touch with Amware today.

 

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Filed Under: Marketing/Sales Literature Fulfillment