Has the internet removed the necessity of print? Will print go the way of the 8-track tape, the audio cassette, and postcards? Well the Print Council doesn’t seem to think so. In its “Why Print?” brochure, the Print Council offers a list of reasons why you should not do away with that medium too quickly.
#1: Unlike electronic content, print has staying power. “Electronic content comes and goes and when it’s gone, your marketing initiative disappears with it.” How true. In an age, where you now only have about 3 seconds of a person’s time before they move past your internet site to greener pastures, print can hold them for much longer. Magazines can get past around to two or three people per issue. This means your ad has twice or three times as much of a chance to be seen. In a survey by Magazine Publishers of America, 24% of readers typically pass an article along to someone else, 23% save the article for future reference, and 13% visit a related website. If you put something in print, it shows you cared enough to put it on paper, and gives your company authenticity.
#2: Print is portable. iPod batteries die, but books, brochures, magazines and newspapers can be carried and consumed anywhere anytime. And, the readability of print verses on-screen is still preferred.
#3: A higher ROI. DMA researches found that US advertisers spend $!67 per person in direct mail marketing ot earn $2095 worth of goods per person. That’s an ROI of 13 to 1. This is because 38% of households surveyed by the US Postal Service in 2006 found direct mail pieces interesting, and 85% of mail was either read or scanned visually. This is a lot better than most websites.
#4: Print is visually pleasing. Which of us hasn’t found at least one direct mail piece or other beautiful printed picture that we didn’t admire for at least a little while. Photos can literally seem to jump off pages, especially advanced printing techniques. Graphic designers consider their job an art, and often take great care to make them especially beautiful. ‘The beauty of print will enhance your product or service, giving it a special appeal of its own and an extra tangible dimension that no electronic media can impart.”
#5: Print integrates well with other mediums. A 2003 study published in the Journal of Advertising Research showed that the best combination of media in driving sale sis direct mail and national TV advertising used together. To maximize your ROI, business will want to use all avenues of advertising available to them in combination. Like a printed direct ail campaign drawing prospects to a personalized website where they can tell you their aspirations and expectations and then following up with a printed thank you card. Print enhances the impact of other media “by providing your client’s prospects with an extra dimension”.
#6: Buyers want print. “Online consumers who received a printed catalog from any given retailer were nearly twice as likely to make an online purchase at that retailer’s website. The finding comes from a Comscore survey based on 6400 responses from online shoppers.” In a 2005 field study, 60% of buyers came from printed catalogs, 24% from retail settings, and only 9% arrived via internet. Another study showed that paper catalogues accounted for 42% of sales, retail 20%, websites 26%, and other avenues 12%. “In a 2006 study of newspaper readers sponsored by the Newspaper Association of America, 78% reported that they use newspaper inserts to plan shopping and 76% say that these inserts ahve helped them save money.” The numbers speak for themselves. If you’re not using print, you’re missing out.
#7: Print is credible. Information on paper gives a degree of authenticity and reassurance that no digital medium can. The internet may be fast, but it isn’t always reliable. Getting things down on paper, makes them more credible.
#8: Print gives your buyer control. The intrusion of telemarketing has sunk this form of marketing to an all-time low. Today, companies are choosing to send personalized mailings that introduce callers and allow the customer to tell you the best time to call. This positive flow of information between the marketer and the consumer is building bonds and making sales a natural progression of a relationship built on trust and respect.
#9: Print is personal. Using new variable data printing (VDP) and one-to-one messaging techniques, you can personalize each and every piece of your print campaign – including photos and every word in your pitch. In a 2004 report by Interquest, response rates for customized color direct mail campaigns were on average 5.6 times higher than for simple mail merge applications.
#10: Print is everywhere. Print has been around for centuries. Internet may be a huge part of our lives, but print hasn’t taken a back seat yet. We are surrounded by print. We expect it. In a 2006 survey by the magazine Graphic Design USA, it showed that “91% of the respondent’s projects involved either print exclusively or were comprised of a substantial print component.” Event marketing wouldn’t be possible without print. Wherever you find a crowd, you will find that print will offer a platform for you to market your products in a fresh way.
So, if you’re tempted to do away with print in your next marketing campaign, think again. It is still a very useful method of getting your message out. Print is vibrant and valuable.
-Wendy Goubej
Source: http://theprintcouncil.org/whyPrint.htm
