Print marketing isn’t dead — far from it. Did you know that 82% of consumers trust print advertisements the most when making purchase decisions? Print marketing methods can provide your brand various benefits, including forming deeper relationships with consumers and building trust.
Throughout this blog post, we’ll look at some of the key benefits of print marketing and some advice on getting started with print.
- The Psychology Behind Print Marketing
- Building Trust With Your Audience
- Generating Leads
- Developing a Print Marketing Strategy
- Print vs. Digital
- Introducing Sustainable Print
- Why Print Should Still Be a Part of Your Overall Marketing Strategy
The Psychology Behind Print Marketing
Print marketing can help you establish a deeper connection with your audience. Believe it or not, processing messaging from tangible material can aid comprehension and make information easier to recall.
Research found that 65% of respondents believe they understand a story more deeply when reading in print. Print readers also typically spend 20 minutes or more with a publication.
Consumers spend more time absorbing information via print and can recall what they read more quickly and confidently. You should look to use print methods if you want to make a long-lasting impact on your audience.
Building Trust With Your Audience
In a world of fake news and digital misinformation, providing your consumers with print materials can help you build a higher level of trust — 56% of customers find print marketing the most trustworthy form of marketing.
Direct mail is a popular form of print marketing and can lead to great results, with 79% of households saying they read or scan direct mail ads, with 44% visiting a brand’s website after receiving direct mail.
With print marketing, there are no online security or malware issues for your audience to worry about, meaning they’re more likely to form an immediate trust in your messaging. Pair this with the fact that 70% of UK survey respondents don’t trust social platforms and you can understand the power of print messaging.
Generating Leads
You can generate leads through traditional marketing methods by ensuring your print messaging is actionable. Print methods have their challenges when competing with digital strategies. Thanks to QR code technology, marketers can now implement a way for their audience to take action on their messaging.
QR codes give interested consumers an option to engage with advertising and take action. This could be either redeeming a limited-time offer, signing up for an event or accessing more product information.
So how do QR codes work? The process is simple — users simply scan the QR code using their smartphone camera and are provided with a website link they can visit.
By implementing a lead generation strategy, you can use QR codes on your print materials to capture details of potential consumers. For example, scanning your QR code could take them to a landing page where they submit their information in exchange for what you’re advertising.
Over time, you can build a list of customers who are interested in your brand and are willing to engage with you.
Developing a Print Marketing Strategy
So, how do you go about adding print to your marketing strategy? Here are a few key steps you should consider.
Configuring a Budget
If you want to add print to your marketing efforts, you need to determine how much to invest. How much do you want to print? Are you going to be printing and mailing? Will your print piece need any extra services, such as binding?
You’ll also need to consider distribution when working on your budget. To cut costs, it can be a good idea to distribute your print materials by hand or in areas where people can be found waiting for something, such as reception areas or train platforms.
How Do You Want To Market?
There are many ways to market via print and it’s essential to consider which method best suits the message you’re trying to portray.
For example, if you’re attending an event, leave-behind materials such as business cards or flyers can supply potential customers or clients with something tangible to remember your brand by.
Direct mail marketing can also be a powerful tool when promoting products or services. With the number of emails people receive per day, direct mail can be a break from the digital noise and can often have a better impact than online methods.
Combine Print With Digital
Just because you’re looking to implement print into your marketing doesn’t mean you should leave your digital methods behind. By including social media handles in your messaging or utilising QR codes, you can harmonise digital and print for incredible results. Marketing campaigns that combine digital and print advertisements can be up to 400% more effective.
Print vs. Digital
Print and digital marketing both have their pros and cons. As we’ve explained in this blog post, print can help you form a deeper relationship with your customers and instil trust in your audience.
Digital methods can often incur lower costs and give your brand the potential to be seen by a global audience. However, with a global audience comes worldwide competition, making it hard for many businesses to stand out.
Print still resonates with a younger audience, which may come as a surprise to some. The percentage of 18 to 23-year-olds who say print content is easier to read than digital content stands at an incredible 92%.
There’s also higher brand recall with print methods. Advertising in print can drive up to 77% brand recall, with digital adverts sitting at 46%.
Digital methods have their perks, such as the ability to add video and the potential to reach millions of people at the press of a button. However, print marketing still holds its value within a marketer’s toolbox.
Introducing Sustainable Print
So, what’s the best way to introduce print into your marketing strategy? Finding a trusted, sustainable print partner would be an excellent start.
Our team of experts at B&B Press can advise on your printing needs and offer various services to meet any job’s requirements.
Not only this, but we’re also committed to sustainability. You might think minimising your print use will help the planet, but by choosing the right print partner, you can enjoy the benefits of print solutions without impacting the environment.
At B&B Press, we Carbon Balance every job we perform, so you can be safe in the knowledge you’re choosing one of the most sustainable print solutions available. Your print materials can wear the World Land Trust Carbon Balanced Print logo, demonstrating that your brand is doing its bit to reduce its carbon footprint.
Why Print Should Still Be a Part of Your Overall Marketing Strategy
Want to learn more about the power of print marketing? Download our latest guide, which goes into further detail on the topics discussed in this blog post and more.
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