Why Print Collateral is Still an Important Part of Your Marketing Mix

Wednesday, May 16, 2018

Unfortunately, print collateral has become rather unfashionable in the digital age. Don't write it off. Print has the power to transform your marketing.

In a digital-first society it is increasingly easy to simply forget about print – to write it off as ‘old hat’ or irrelevant. To take that approach though would be incredibly short-sighted. There are many reasons why print should remain an important part of your marketing.

In some industries, it’s a virtually untapped resource where print design could set you apart from the masses of competition. There’s also science behind the idea that print is more effective and lingers longer in the brain of customers.

Print is Tangible

There’s something to be said for holding a physical item of print in your hands. The sensation of how it looks, feels and smells. This is an experience that we are simply not able to replicate in the digital world, and that difference should be celebrated.
Effective marketing is all about getting your brand and your messaging remembered. For prospects who are able to hold your messaging in their hands in the form of print collateral, the effectiveness is significantly higher. In fact, brand recall is 70% higher in print compared to digital.

Print Marketing is More Effective

Simply put, print marketing is more effective than other forms. Especially when it comes to direct marketing. 65% of consumers have made a purchase as a result of direct, printed mail. That is a staggeringly high results rate for a method that can often cost far less than digital channels.

Households in the UK are receiving less mail than ever before as everyone makes the push for paper-free billing. Whilst we’re sure you’ll agree this is a good thing for us consumers, it also presents an opportunity for marketers using print. Don’t get your message hidden in thousands of emails – be one of the only print messages they see that day.

Stand Out from the Crowd

With more people than ever before going ‘digital first’, and the huge rise in popularity of ‘digital transformation’ print presents an easy way to differentiate yourself from the masses. Think about it, how often do you see a piece of print that stops you and impresses you? And if/when you did see it, we’d bet you stopped a while to appreciate it and take it in.

Consumers are bombarded with marketing messages via social media and emails every second of every day. Be the difference, impress them with something out of the ordinary. That’s the most effective way to get your brand noticed.

Backed by Science

If the above points aren’t enough to convince you that print isn’t dead, then don’t just take our word for it. The effectiveness of print is backed by science. In a study comparing the effects of paper-based marketing and digital media, direct mail was found to require 21% less cognitive effort to process.

Similar studies have found that the human brain finds it easier to ‘deep dive’ into information when it is printed, and consumers have a far easier time of understanding and remembering it. All priceless knowledge if you’re a marketer trying to decide if you need to use print collateral. Are emails simply not getting your message across? Time for print.

Firing up your marketing mix with print collateral carries so many benefits. Print helps you reach your prospects better and get them more engaged with what you have to say. If you want your brand to be remembered, there really is no better, or more cost-effective way. Added to this, not everyone is online – don’t miss out on a big swathe of your potential audience because print is ‘old school’.

Well designed, and well-crafted print is anything but out-of-touch. The next time you marvel at how well a magazine or brochure is designed and put together, think about how you could be doing the same for your brand.
At Quantock, we design all print bespoke to our clients’ needs and use the latest print techniques to ensure each project is outstanding. If you want help making your print collateral work harder for you, get in touch with us today or give us a call on 01823 327532.