A wise man once said, “perception and reality are two different things”.
Print remains an important and critical part of a business.
It’s a more impactful, more professional, and a more credible presence in the marketplace. Print matters and matters plenty.
Every successful business has a niche and should be crystal clear about who their ideal client and audience are. While digital marketing cannot be ignored, the print industry is still going very strong and can give you an advantage over most of your competitors.
Custom print magazines can be a goldmine of an opportunity for you to get your message, products and services in front of the right audience. They provide you with the opportunity to get in front of your ideal client – all the time with print.
Gone are the days of generic mass mailings. Today, printed catalogues have become targeted and strategic. With the help of customer data, printed catalogues now can be customized to include items an online shopper may have viewed but not purchased. Mailings also can be sent specifically to buyers who have previously made online or in-store purchases.
Customer data can also alert brands to potential sales opportunities, such as birthdays, anniversaries, graduations or new-home purchases.
There’s no denying digital Ads, and aggressive digital marketing strategies are coming at us from every angle. It’s easy to become immune to their fast and furious approach. Our brain can only process so much information at any given time, and the overload of digital marketing can make us glance once at a service or product online and forget about it within seconds. Digital is so easy to abandon, printed products are not.
If you turn away from a website or digital AD, chances are you’ll forget about it. However, if you have a printed piece in your home or office, you’ll most likely pick it up again. Its presence can’t be abandoned as easily.
Print allows you to represent your brand not only in a creative way but can also add mystique with a hint of luxury.
Magazines and catalogues are earning an appeal, again, for their simple and clean presentation. No blinding jumping graphics. No annoying pop-up ads. Printed magazines and catalogues are beautiful and clean. And we know they are crafted and designed from artisans’ hands.
Consider the new, much-needed, awareness that most adults are spending copious and dangerous amounts of time on their phones, computers and smart tablets every day. Many of them are breaking up from the noise by “unplugging” or incorporating a digital detox into their daily lives. This practice is bringing them back to the quality and simplicity of printed material.
Amazon – the largest face of online retail today – is making a bold move in print for the upcoming holiday season. “In a drive to win the business up for grabs after the demise of Toys ‘R’ Us Inc., the online giant is going conventional with plans to publish a holiday toy catalogue, according to people with knowledge of the strategy,” writes Matthew Townsend in Bloomberg Technology News. “The printed guide will be mailed to millions of U.S. households and handed out at Whole Foods Market locations, the grocery chain Amazon bought last year, said the people, who asked not to be named because the plan isn’t public.” According to Townsend, the move is an important part of the digital giant’s push to incorporate traditional retail tactics into its marketing strategy and business model.
Amazon is not the only giant producing print magazines and catalogues. Get a load of this: Facebook has launched a print magazine. You read that right. Facebook – the godfather of all things digital – just announced their premiere issue of Grow, according to Piet van Niekerk. The magazine, van Niekerk explains, “quietly made its appearance in business class lounges at Heathrow and a few more exclusive spots in and around London. Simply labelled as ‘Issue one’ the large format magazine runs a white on a black cover image of Swedish retail ‘guru’ Oscar Olsson, who is – according to the magazine’s cover line – ‘H&M’s millennial whisperer’.”
For marketers and companies who seek to tell a well-rounded brand story, it’s an exciting time to explore print. With its proof of cognitive engagement and sales funnel performance, print has found a powerful place in the consumer buying experience and continues to be a force to be reckoned with.
We at Maracle can help you take your brand to a new level. Our expertise and in-house designers and printers can help you plan your project every step of the way.
We look forward to hearing from you. In print, we stand.