24 May Printed media in the digital age
Why it’s essential to invest in printed media
Printed media can evoke a whole host of emotive feelings – how does yours make people feel?
We’ve been spending quite a lot of time networking recently, and the same question keeps coming up; “Is printed media still relevant in today’s digital age?” So we thought we’d explore…
Let’s Get Emotional!
As soon as the recipient touches something printed it instantly evokes an emotive feeling for them as to whether a product is premium or budget. Just think about how you feel when someone gives you their business card or leaflet; if it’s an off the shelf (or web) style that you’ve seen a hundred times before do you feel just a little bit disappointed?
The first time you hand over your card it creates a lasting impression of how you want people to see your business, your brand and your values.
For a service orientated business where there isn’t a product to take away, having a brochure or leaflet instantly makes the exchange more tangible and makes it real.
Where an email can easily be deleted, a brochure, catalogue or leaflet has greater longevity. They are often kept on the coffee table or desk so they can be referred back to when the reader is ready to digest the information and make a decision. When combined with other channels, printed media provides an incredibly powerful impact for any campaign.
For example, having received a brochure through the post from my favourite clothing company, I enjoy sitting and looking through and bookmark pages for later. I later receive an email which will drive me to the website where I take another look, see social comments on Facebook / Twitter, and display adverts that remind me to purchase the dress I’ve been favouring. All of these touch points lead me either to the shop or website to actually purchase the item; but it all started with the brochure I received in the post.
Attention grabbing and eye-catching collateral creates the emotional stimulus around the benefits (also know as ‘what’s in it for me?’) to create interest before rewarding the reader with the logic behind the product or service. Content can include news, information, education, inspiration, offers or entertainment to mention a few, which are used to generate engagement between the reader and your business.
Information is digested differently on and off screen, on desktop and mobile. Online reading provides many distractions; the Twitter / Facebook feed, sales emails, informative emails etc. Whereas reading printed materials hold the attention of the reader for longer and allows the reader to really get engrossed. The design is essential in taking the reader on a journey that allows them to navigate content easily and retain what they’ve read.
Printed media is also a great way of leading an interested audience to your website, feedback form, social account, voucher or product information via video, a QR code, short URL or augmented reality to enhance the customer experience and drive desire.
Marketing campaigns are the most effective when printed media is used alongside other channels as part of an integrated campaign. For example, using augmented reality or a QR code in a magazine can take the reader to a specific webpage with an offer, prompt to purchase, how to video or product information.
Planning is essential to the success of any campaign. Think about who you’d like to talk to – it maybe that there is more than one segment within your audience; what issues will your product or service will fix for each particular segment; where will you find each segment? Make sure your business is in front of each person, with the right message, when they are ready to purchase.