In an environment where technology and digital marketing is at the forefront of the way businesses market their brands, the power of print media can sometimes be forgotten and under-utilized. For any business small or large, print is an extremely useful tool that can not only drive consumers to your brand, but keep people engaged in your product long after they’ve purchased or visited. But why is print such a powerful marketing tool, even in such a tech-obsessed culture?
Consumers are more likely to trust you
Print media is an investment in your business. When a business invests with leaflets, posters or flyers for a product, it’s a message to consumers that you believe in your brand and you don’t expect people to simply believe you without showing visible effort and thought. This in turn increases your brand’s reputation and credibility among audiences.
Many forms of print marketing are often taken away with a consumer for them to revisit when they are home or are no longer at your venue or with your staff. This allows a second chance for your brand with no outside pressure – allowing a consumer to decide without the presence of outside anxieties that can often be associated with on the spot sales.
It allows for organic interaction
Digital marketing has not only changed the way we consume media, but also the way that we interact with people. In recent years, there has been a decrease in the amount of face to face marketing, with online shopping, social media and emails being some of the core ways in which people choose to interact with businesses.
Many forms of print marketing require staff to distribute your content – from leafleting to handing out vouchers – it is the most organic way to talk to your audience face to face. Handouts and cards, such as Alpha Cards’ Z folding cards and infinity cards are a unique way to market your business, acting as great conversation starters as well as offering engagement and interaction with potential customers. This style of print marketing also makes the consumer’s first experience with your brand both positive and memorable.
Taking a more in-depth look at this in practise, Peoria Public Schools is a fantastic example. They wanted to replace their traditional tri-fold brochure with an infinity card to hand out at University Career Fairs. The aim was to increase engagement by making their marketing more innovative to attract like-minded staff, which this unique take on print marketing allowed. The infinity card made the information about how Peoria Public Schools work, what they believe in and the benefits for working within their District, a brilliant piece of marketing communication.
Print builds your B2C relationship
Much like a letter is often considered emotive and personal, print media builds a relationship between business and consumer by allowing your audience time to convert, instead of relying on a hard-selling technique.
A leaflet, brochure or card will engage an audience for longer than a social media post or website, with online marketing being much like a sea of competition and rivalry between brands, where it is easy to become lost and for potential conversions to scroll past your post, as it is much harder to engage with a product if it’s not personally connecting with you. The power of print is that it begins in your consumer’s hand, instead of ending with your product in their hand, which is purely due to if they convert.