What’s So Special About Print Marketing?
Do Consumers Prefer Print Marketing?
We love print marketing and this may be obvious to a lot of you. We could speak endlessly about the sound that the machines make to the smell of the production room, but we thought that we’d let the clear evidence show you that people do think print is special. In fact, the results of this recent survey may just surprise you. The survey which was commissioned by Two Sides and undertaken by research company Toluna discovered some very interesting results.
What did they find?
- 84% of UK respondents understood, retained or used information that had been printed and read on paper much better than information received on a digital device.
- 83% stated a clear preference for reading print on paper for more complex topics
- 79% found printed media more relaxing to read
- 60% of mobile/smart phone users (rising to 71% amongst the 18 – 24 year olds) were concerned about how these devices were damaging their health
You can find this information and a little more about the survey here.
What does this tell us?
Let’s use some examples and start with bullet point one. If 84% of respondents better understand, retain or use information that is on print marketing material, this could mean:
- Your product information on a brochure would be better retained by an individual than information read from your website.
- Your marketing efforts would more likely be used from your print marketing when compared to your digital marketing.
- They understand more on printed literature which can lead to them placing trust and confidence in your products and services.
83% of people prefer reading print for complex topics. This one is pretty straight forward, if you need to go into a lot of detail about your product/s, they’re more likely to read about it from paper than from your social media platforms or website. Finally, let’s end with mobile/smartphone users worrying about their health. This may be a drastic idea, but this could possibly mean that a small amount of people may reduce the amount of time they spend on their phones. If they reduce their online time, they could increase their offline time which gives you the opportunity to use both print marketing and digital marketing to utilise the best of both worlds.
Is Print Marketing Effective?
Print is far from dead, if print were dead, this blog post wouldn’t even exist today. It’s thanks to our brilliant customers who’ve built our company up to where it is today. Although we do agree that print marketing is not useful for a few marketing projects, for the most part, print can be used to market nearly every single business, product and service. Here are a few examples of how big name players have successfully used print marketing:
- Sky increased their new customers’ Sky Sports subscriptions by 35% – Click here to find out how.
- Ikea went from having 0 Instagram followers to 12,000 using print marketing. – Click here to find out how.
- Volkswagen used print to gain 12,459 unique hits on their website after the campaign launched. – Click here to find out how.
As we draw to a close, let’s reflect on the title of this blog post. Does absence make the heart grow fonder? Well… The answer is yes. The fact that print is currently being underused is making consumers appreciate print a lot more as we saw in the survey. Most people are active online and we’ve all seen the spam and useless content that we have to trawl through to find those hidden gems. The difference with print is that it provides useful information straight to the reader in a simple form.
We’d like to thank you for reading our blog post and we hope you’ve found it useful. Please feel free to let us know what you think and if you could possibly share this blog, we’d greatly appreciate it.