Graphic design has evolved to satisfy the growing need of digital marketing, but I will always be an advocate for print design. I simply love print and the value it brings to the consumer experience. My first and second jobs were in print. I worked for an agency that managed twelve B2B magazine titles and learned the ins-and-outs of ad placement, editorial design, blue line proofing, and final product. In my second job, I worked as an in-house designer for a university print plant. Here I was able to visit the press floor, learn about prepress applications, plate production, and ink calibration. I became spoiled to get samples for my portfolio hot off the press. Today, the smell of ink and fresh paper is still a welcomed trigger to my senses.
Take a look at a few important reasons to consider the beauty of print.
1. Print is Less Distracting
Print sets a foundation to focus. After working, socializing, and entertaining themselves online day in and day out, more and more consumers are making an effort to minimize screen time. Why? Because digital is mentally demanding.
Consumers are barraged with a seemingly endless stream of emails and advertisements online, on social media, and on their devices. At some point, everything just looks like one more ad. With mental fatigue, people stop paying attention. Digital can not be your ride or die marketing strategy. When your customer holds and interacts with a print piece, they are only focusing on that piece. There are no pop-ups and side bars pulling them away.
2. Print is Exclusive
Think of print as a modern day hand written note. Leaving a tangible piece of print material helps to increase the longevity of the impression that you will leave on your client. When used correctly, print can be a physical reminder of a great interaction. A business card, appointment card, flyer, or brochure will help prospective customers remember you and look you up long after your first consultation, meeting, or networking connection.
A paper coupon doesn’t have to be digitally refound to entice someone to do business with you. For older recipients, paper is associated with currency and appreciated to use as representation of a monetary transaction.
3. Print is a Partner to Digital
Print is the compliment to your current digital efforts. When print and digital media are used together, you create a perfect powerhouse of advertising and branding to a broader audience.
QR codes are only relevant in print marketing and best practiced with intention to direct your audience online. EDDM (every door direct mail) and direct mail marketing lets you reach an area or selected list of addresses through USPS services. Direct mailers can have tracking numbers or PURLs (personal urls) to collect data from these campaigns. Posters, banners, and large signage use roadside visibility to advertise for events that customers can sign up for online. Promotional products, like tote bags or hats, used for daily consumer lifestyle create brand awareness to direct customers back to your business, whether brick and mortar or strictly online.
Not every type of marketing is right for everyone, but I believe print can play an important role for all industries. Subscribe below and connect for a wealth of information to learn how to broaden your reach.
The Popwell Collection 