Don’t underestimate the value of print communications. Some people simply prefer physical documents over online browsing, which allows print marketing to open up your business to a whole new demographic. Here are a few things to remember when using print to maximize success for your business:
Use print to stand out: Print pieces are special in ways that digital media can’t be. They are tactile and permanent. Print pieces engage our senses of touch, sight, and even smell. They can be glossy, holographic, and even interactive with scratch-off games or giveaways.
Use print to be remembered: Print marketing is harder to ignore than digital. Most people are very good at filtering out online advertising, but a printed piece is harder to ignore. People usually at least glance at every piece of mail that comes across their desks, but emails are often deleted based solely on the subject line or sender.
Use print to influence: Print directly affects purchasing behaviors. In fact, 39 percent of customers tried a business for the first time because of direct mail advertising, and 70 percent renewed a business relationship because of a direct mail promotion, according to a survey by the Direct Marketing Association and Pitney Bowes.