15 October 2015
In an article I stumbled upon recently by Geoffrey James entitled: The Brochure is Dead I couldn't help but consider a more positive slant on the joy we find in printed projects for our high-end clients.
There is something about print that gives a sense of legitimacy. A beautifully designed piece of print entices your customer in to your business, a marketing channel that is exclusively your space. The saturation of popups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough make people wary of clicking. There is no imminent danger in printed marketing. It goes to the old adage, “If someone invested enough to print and mail it, it must be important.”
Print is a physical thing. Printed material can stay in the office or house for months or years, while internet marketing can disappear into cyber space instantaneously.
Social media, online content and iPad applications are all part of the marketing mix today. Still, what excites marketers and media buyers is what IS NOT being done (can you say non-traditional?). They want to do something different… something new. It’s hard to believe, but the print channel is new again and is seeing a rebirth. Could we possibly be seeing a golden age in print, like we are seeing in television?
Print is excellent for solidifying your brand identity. Key messages, brand colours and carefully collated information are gathered and presented in one concise document, strengthening the brand and assuring the reader of the brand’s quality.
More and more, people are actively choosing to unplug, or disconnect themselves from digital media. I’m finding myself turning off my phone and email more to engage with printed material. A year ago I didn’t see this coming. Today, we relish the opportunities when we can’t be reached…
Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005)
Placing QR codes on printed pieces is an excellent way to bridge the gap between print and web. When scanned with a smartphone, the QR code will take you to a homepage or a special offer page that lives on the web.
Brochures are dependable and always available. There are situations--pop-up meetings, for example, or when you’re without Internet access--when a good brochure can save the day.
A good print brochure walks a client through a proven presentation, point by point, providing vital support to the sales rep. Less experienced salespeople need all the help they can get, and a brochure can aid them in staying on track during presentations.
Some customers want a hard copy. When Web-based information is all that’s available, customers who want a print version are forced to print one from the company’s website, and at their cost of ink and paper. And while beautifully designed websites look nice, they’re usually not printer friendly and result in poor-quality hard copies.