5 Reasons Print Is Still Thriving

 Remember all of those forecasts about the demise of print? They haven’t come true. Like most offline channels, direct mail took a hit during the COVID-19 pandemic, but it is still remarkably effective. Research by PFL found that, even during the pandemic, marketers were 18% more likely to see “good” or “very good” ROI when direct mail was in their marketing mix than when it was not. 

 

Let’s look at five reasons why print continues to thrive, even in our digital and multichannel world.  

 

1. Recipients can’t miss it. If your email doesn’t get opened, your message never gets seen (which happens more often than not). With postcards, clear envelopes, windows, and exterior envelope printing, however, they see at least part of your message—if not all of it—as soon as they take the piece out of the mailbox.  

 

2. It’s visually appealing. Online graphics can be lovely. However, a beautifully printed piece will blow away your screen graphics every time. 

 

3. Print amplifies the message. According to the Online Marketing Institute, it takes six to eight marketing touches to generate a viable sales lead. Repetition is critical, and print is an essential part of the mix. 

 

4. Print causes people to buy. Marketers once thought that with the growth of e-commerce, printed catalogs would fade away. History indicates the opposite. Studies find that consumers who receive printed catalogs are more likely to make purchases at the retailer’s website than those who do not. 

 

5. Consumers trust print more. Unless an email comes from a known brand, people are skeptical of claims made by email alone. Because print incurs a production and mailing cost, it carries a weight and authenticity that digital marketing does not. People continue to trust messages communicated in print. 

 

Print remains irreplaceable in today’s “what’s in it for me?” world. While e-marketing is a necessary component in any multichannel marketing campaign, print carries benefits that online channels can’t touch.

Please give us a call at 440-946-0606 for more information.

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5 Best Tips for Ordering Branded Products

 If you haven’t added promotional products to your marketing mix, you are missing an opportunity. Promotional products like branded pens and refrigerator magnets, or even more unusual items such as branded toys or back scratchers, reinforce your brand every time the recipient sees or uses them. Branded promotional products also tend to be kept for more extended periods than traditional marketing pieces, giving you a very low cost per impression.

Branded products are powerful tools to have in the marketing arsenal. However, ordering these items isn’t like ordering print. Here is a quick checklist to make the most of your investment.

1. Stick with simple designs.

Don’t try to overload the product with copy or images. Often, a logo and phone number are all you need.

2. Build in lead time.

You may be used to being able to place rush orders for brochures and direct mail, but promotional items require more lead time. Plan at least several weeks in advance.

3. Think in a single color.

There may not be a significant difference in cost between single-color and multicolor printing in the commercial print world. In the promotional products world, there is. Use single-color versions of graphics and logos to keep the cost down.

4. Plan for the price break.

In the world of commercial print, you don’t want to over-order products simply to get a price break, especially when considering the cost of obsolescence. Promotional items will go out of date less quickly, however, and the price breaks with volume can be substantial.

5. Consider the final mailing size.

If you are going to be mailing your promotional items, remember to consider mailing cost, too. A more expensive promotional item that ships flat may have a lower overall cost than a lower-priced but bulky item that needs to be mailed in a dimensional package.

Want to learn more about best-in-class use of promotional items? Talk to one of our business development experts.

Please give us a call at 440-946-0606 for more information.

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