In the age of email spam and loud or obnoxious television and radio ads, a simple and effective print strategy may be the best marketing solution at your feet. Although many people listen to the radios in their cars through hours of traffic, or keep the television on all day, most of the ads on these forms of media become white noise. The same can be said for the barrage of spam emails most people receive on a daily basis.
To stand out, why not create a unique print marketing campaign? This may be the ideal format for distributing the message of your business. According to Printing Impressions, a 2017 study has shown that “seventy-three percent say books and magazines are more enjoyable to read in print versus digital options, with minor differences between age groups.” What this says is holding paper is a tangible sensation, which is how many people best consume and comprehend information.
How to deliver a standout product
Printing News suggests that although print has been predicted to shrink for decades, it remains strong even in today’s digital age. Because paper is tactile, it is allowing for businesses to physically interact with its clients. This, in turn, allows the end consumer to retain more information than if they had been passively reading a spam-type email.
Additionally, Printing News reports that a USPS Mail Moments Review recently revealed “84% of millennials take the time to look through their mail and 64% would rather scan for useful information in printed mail than email.” This is beneficial to small- and medium-sized businesses who are searching for a new way to engage potential customers. Bright, colorful and engaging ads with a retro or vintage feel are making a comeback in advertising across many platforms.
When using print as a medium, businesses need to ensure that their message educates instead of sells. Brafton suggests that relevant content helps you reach the right people in an overwhelming sea of information. Furthermore, “When you’re attracting the right attention, you’ll drive more qualified leads to your site, boosting your conversion rates and, in turn, reducing those frustrating bounce rates.” By presenting relevant information to your prospective buyer, they will feel empowered when they are ready to make a purchase.
Telling a story is another way to get prospective clients interested. Providing a narrative for your potential buyer will give them something to retain when thinking of your solution to their needs. According to Hubspot, “Providing a memorable customer experience is one of the most effective ways to improve customer loyalty.” Storytelling will help in stimulating your consumer’s experience and increase their chances of becoming a loyal customer.
Why print is better for comprehension
According to a recent column from Jill Barshay of The Hechinger Report, recent studies are showing that paper is preferred with regards to reading comprehension in the digital age. The study suggests that this may be due to the students’ inability to reference certain passages on screen with the same ease as those who read print. Apply this to marketing materials, and it is obvious that potential consumers will benefit from having an object that they can reference.
Those who are looking for a new marketing strategy may benefit from including print advertisements to target consumers who prefer visual and tactile encounters.
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