Business owners understand that establishing trust and creating confidence are the keys to growing sales and developing a loyal customer base. That’s one of the primary reasons so many business owners, managers, and marketers choose printed marketing materials – direct mail postcards, brochures, and rack cards, for example – to connect with customers.
It’s getting crowded in here
The digital marketplace has become a very crowded space. Not only is it a challenge to get noticed among the hundreds of advertisers bombarding your customers every day, but it’s become a place where spam and clickbait cause suspicion and mistrust among consumers.
By contrast, the volume of first-class mail in the United States has been declining steadily since 2000, dropping by nearly 50% in the last two decades. That means there is an increased opportunity for businesses to get noticed through direct mail advertising.
Attention, everyone
In addition, there are a number of other advantages to using printed marketing materials. Studies have shown that online content is often read very quickly, with the reader skimming the material for relevant information. In fact, “55% of all pageviews get only 15 seconds of attention” (Go-Gulf). However, when reading printed material, there is a tendency to read slower and more fully absorb the information.
Another difficulty with online content is there are often distractions and interruptions. Pop-up notices, other ads competing for the reader’s attention, and the tendency to follow links down rabbit holes interfere with the ability to stay focused on the content. Add to that our habit of multi-tasking – checking email while watching TV, for example – and it becomes even more challenging to hold your reader’s focus with a digital ad.
These two elements – slower reading and fewer distractions – help the reader to better comprehend printed material, leading to better recall of the information.
The power of touch
Moreover, studies have shown that the multisensory connections intrinsic to printed advertisements – sight and touch — enable the reader to visualize themselves using a product or having an experience — something digital ads can’t do. Adding depth and texture with spot coatings and hot foil embossing – such as PPC’s TouchFoil 3D™ technology — can further enhance this effect.
Better together
When used in combination with another marketing channel, such as TV or digital advertising, print media can help boost your results, increasing brand awareness by as much as 15% (NonStop Signs).
For long-term campaigns, the impact of print is even more pronounced. The effectiveness of TV and digital campaigns begins to diminish after just four exposures. However, the effectiveness of print ads continues to improve awareness and persuasion even after five or more exposures (MacroMark).
For maximum results, use a variety of print materials, starting with a well-designed, professionally-printed business card. Brochures, rack cards, and direct mail pieces using consisting branding and messaging can be one of the most effective advertising strategies for any business.