The value of print

Take a look at your inbox. I’m sure a high proportion of your messages will be from companies trying to get your attention or sell you their wares. Am I right? Now ask yourself this, when was the last time you received a piece of well designed and well produced literature through the post? In today’s digital age the impact that traditional methods of communication can achieve in your marketplace should not be overlooked.

As a full service and integrated agency we’re always busy with all manner of online marketing for our clients; e-marketing, blogs, websites, facebook, twitter, google+ (deep breath), bookmarking and SEO but we continue to appreciate what print can bring to the marketing mix. Targeted and well designed print can add another dimension to any company. It brings with it credibility, weight, reassurance and, let’s be honest, you can’t leave a website behind after a new business meeting! The investment of print shows longevity and stability for a company, and in today’s economic situation that is crucial.

We have recently produced a high-value 72pp brochure for our client, Washroom Washroom, who wished for a piece of literature to leave behind with architects and other specifiers. The document has also been used for targeted new business to key potentials. Reinforced with across-the-line digital marketing the results are speaking for themselves, with secured orders up and enquiries significantly increased.

Print doesn’t need to be one dimensional or completely separate to your online activities. The increasing popularity of QR (quick read) codes is leading to a merging of what is online and off. Why not add a QR code to your literature and let your reader scan it and be taken online where they can discover more about your product, request a call, or take advantage of an offer?

But, don’t just take our word for the value of print! A recent article in Print Week also commended the values of print.

A recent study by DM News and Pitney Bowes suggests that print has a very strong attraction to consumers.

• Nearly 94% of consumers surveyed reported taking action on promotional offers and coupons received via direct mail.
• 20% of consumers reported that more than 10% of the offers or coupons they received by mail led to a purchase.
• Almost 40% of respondents said they had tried a new business for the first time because of information received via direct mail.
• Nearly 70% of respondents said they renewed a relationship with a business because they received a direct mailing or promotional item.

The view of this survey seems to suggest that there is significant value in continuing to use print.