1. Credibility

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 means business

Achieving an impression of luxury cannot be done with paper alone, as those considering a high-end purchase expect all touch points to be beautiful experience; this must be achieved with first class production values in photography, design, copy-writing, repro, print and finishing. There is still a connotation of wealth (success) that you can ‘afford’ to produce such a considered and appropriate piece.

2. What’s old is new again

Social media, online content and iPad applications are all part of the marketing mix today. Still, what excites us is what IS NOT being done (can you say non-traditional?). If you 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?

3. Tangibility

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. Printed literature plays to the most important sense first: touch, something lost in today’s digital world. With all good pieces of print there will be a feeling of substance, that the thing in their hands has been crafted by experts in their fields.

Feel the difference

The quality of the paper chosen plays an important part, as well as the ability to be put ‘it’ down and pick ‘it’ up again easily. The tactile nature of paper, and the various finishes that can be applied offers a far more involving brand experience than anything that can only be accessed on a screen. Research by M-Real has shown that the higher the perceived value of the printed product, the longer the reader will engage and the longer they will keep the piece. The paper used will tell your reader a great deal about your brand’s positioning, its aspirations and the message you are trying to convey.

4. Branding

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.

5. Print lets people unplug

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.

The luxury of time

Reading print demands the full attention of the reader and provides the means to escape today’s ‘always-on’ culture. The lack of distractions when reading print allows the reader to focus fully on any editorial or explore the extent and detail of your range of products and services. Beyond this there are those that keep, collect or to save as reference your beautifully printed material for future use. Many an anecdote of customers returning to a designer-maker requesting a product that was illustrated in a publication from the past.

8. Dependable

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.

9. Acting as a road map

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.