The Power of Print Communications
by Steve Gumm | Jun 23, 2021 | 0 Comments
Build brand loyalty and deeper connections in a digital world by leveraging the power of print.
With so much information available online via smartphones, laptops, and other electronic devices, do consumers even need print communications anymore?
The answer is yes, for a number of reasons. The power of print is still considerable. We’ll explain why.
Audiences Still Love Print
Despite eBooks, audiobooks, and an endless stream of information from the Internet, people still love print.
They like holding a book or magazine with their hands and being able to turn the pages, one by one. There’s a tremendous sense of satisfaction that comes from that simple action.
They like the ability to fold the corners and bookmark pages to read again later. Audiences also love the glossy pictures that accompany magazine articles.
What advantages would print communications bring over digital communications? For starters, the following:
- Trust: Readers are finding digital info more rushed and less reliable, whereas there is a deliberateness to print communications that can make it seem more authoritative.
- Quality: It’s too easy to spread misinformation online; not so with print communications, which raises the perceived quality.
- Loyalty: Audiences who love to read print tend to feel a greater connection with books and magazines, leading to stronger loyalty to these brands.
Print Communicates Effectively
Digital media can get overwhelming. Readers bounce from link to link and can end up getting lost. With a book or magazine, the information stays put. The reader can find a particular story, page, or passage again, and the assurance that the needed information is somewhere within tangible pages can be a source of comfort for reader and marketer alike.
Here are some ways advertisers can communicate more effectively via print communications.
Engaging The Senses
Perfume and lotion ads in magazines can incorporate scents, something digital ads can’t do.
Similarly, specific textures can be incorporated into print pages to engage the senses and evoke a stronger emotional response.
Direct Mail Convenience
According to the U.S. Postal Service’s (USPS) Certified Direct Mail Professional (CDMP) program, 79 percent of households say they read or scan their daily mail.
The CDMP continues that 42 percent of recipients read or scan their mail pieces, while 70 percent are curious to find out what’s in their mailbox.
According to a report published by Fundera and last updated in December of 2020, direct mail boasts open rates of up to 90%, and in the months prior to the report, 62% of consumers who responded to direct mail ads made a purchase.
Supporting a Brand
The novelty of print communications, including magazines, can be used to support and promote brands. Marketers are using print as a great way to get noticed above the digital noise to differentiate a particular brand or company.
Consider the print magazine content marketing approach utilized by Eurostar, the international high-speed rail system that connects several nations in Europe.
When Eurostar launched Metropolitan Magazine, the print magazine ignited travel lust and boosted business for the company. While it’s also available to read online now, physical copies of the print version of this lifestyle magazine are available on trains and business lounges.
Despite the enthusiasm for digital marketing, print communications have staying power.
Print magazines, books, fliers, brochures, and direct mailers can be used in combination with online marketing for a more powerful and effective marketing approach.
Some companies are even publishing brand-centric magazines that consumers happily purchase.
An example that comes to mind is The Enthusiast, a print magazine published by motorcycle giant Harley-Davidson.
Energy drink company Red Bull offers combination print and digital subscriptions to their magazine, The Red Bulletin.
So if you’re looking for an effective way to communicate to consumers, win their loyalty, and keep them engaged with your brand, the novelty of print communications might be the surprising solution you’re looking for.
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