Physical books are back. So are vinyl records and Kodak film. And now print media is being embraced by marketers again.
In his new book Revenge of Analog, reporter David Sax explains that this new-found love for print is because physical experiences provide us with “real-world pleasures and rewards digital ones cannot.” He adds: “Sometimes analog simply outperforms digital as the best solution.”
So what are the attractions of adding print media, like direct mail and door drops, to your marketing mix?
It’s tangible. Research shows that people value something they can see and touch 24% more than something they can only see.
It’s impactful. Brands and businesses are looking at print again as a way to stand out from the digital crowd. Something physical is hard to ignore. When it comes through your letterbox you have to pick it up.
It’s trustworthy. The printed word is perceived as more credible than anything on the web. Online scams and viruses are also making people increasingly wary of clicking on emails.
It’s engaging. People are prepared to read more in-depth information in printed material, whereas online we tend to scan and skim content.
It’s versatile. You can be more creative with print media. There are so many different formats you can employ, from mail and magazines to posters and simple postcards. The only limit is your – or your agency’s – imagination.
It’s long-lasting. Print is something customers can hold, absorb and keep. Leaflets and magazines can stay in homes and offices for months, while online ads disappear into cyber space in an instant. Recent data reveals that 80% of adults have kept some mail sent to them by companies in the last four weeks.
Waitrose claims print its “most effective ROI channel” and the supermarket is the biggest investor in print by share in the UK grocery sector. So isn’t it time you considered the commercial benefits of print again?
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If you’re interested in using print media to promote your website or business, give us a call on 01403 731028 or contact us today.