We are living in a digital age, but that doesn’t mean print can’t leave a valuable, lasting impression on your target audience. Print offers a very tangible experience that is often missing from the digital space. It’s been proven to increase customer engagement and can effectively complement a strong promotional or marketing campaign.
While print collateral can be incredibly effective, it’s not always the right choice for every touchpoint in your campaign. Considering the pros and cons of each medium, the ideal strategy for your brand will likely feature a combination of both print and digital content. In this post, we’ll explore some reasons why you should incorporate print materials in your next campaign to offer your end-users a thoughtful, omnichannel experience.
Have you ever spoken to an avid reader that prefers good, old-fashioned books? They are PASSIONATE about feeling the weight in their hands, turning each page and sometimes even the smell that comes with age. Naomi Baron, a linguistics professor at American University, surveyed more than 300 university students from around the world and found 92% preferred heavier reading from paper books rather than from a screen. It’s all about the experience for them. While some components of your campaign might be better suited for digital publication, consider printing long-form stories or bios to provide customers content in a way that resonates with them.
Print materials offer an indisputable sense of luxury. The biggest names across the marketplace never stopped leaning on print and the craftsmanship that comes with high-quality collateral. Gloss, finishing options and diverse materials to choose from provide end users an experience that represents your brand in the best light. Designing high-quality collateral with that end user in mind can also increase the likelihood of prolonged exposure for your brand!
Between personal time, managing finances and working, we’re in front of a screen for most of the day and your consumers know it. According to a 2019 survey from communications non-profit, Two Sides, Americans feel they are getting too much screen time. 71% of respondents reported they value “switching off” their digital devices and reading more in print.
A misconception about print is that it can’t be customized but these days, that’s not the case! Here are some easy ways to customize and optimize your print ads and collateral:
Developing the right strategy to reach your goals requires hard work, but with a little creativity, the print and digital combinations are endless. Here are some ideas to get you started…
We’ve covered some reasons why an omnichannel strategy is the future for your marketing and promotional tactics but these same strategies can be implemented in your business’s branding efforts, as well. Try adding a QR code to your business card that leads to your LinkedIn profile or website. The best part? We can provide you with those standard business forms and branding materials too! Think of us as your one-stop-shop for the newer implementations of print in your company initiatives and the traditional uses of print for business cards, stationery, etc.
Originally published by Xanthi Katsigiannis of Proforma.
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