Digital communications may be the quickest way to reach an audience, but overwhelming digital stimulation has made the tactile and engagingly analogue pleasures of printed materials a premium and persuasive way of engaging an audience, says Nick Cooper
1. Cut through the digital noise
Long gone are the days when doormats were littered with letters and direct mail. As we all know (to the cost of our own inboxes), most communications from companies are now sent by email. This is good news for membership organisations: it means if you do reach out to your customer base with a beautifully produced printed communication piece like a brochure or magazine, it’ll get noticed.
Even the smallest interaction via printed materials puts your business front of mind for your audience. And, if your recipients don’t have time to read it straight away, they’re more likely to set it aside and pick it up later – unlike emails which are easily lost in the noise.
2. Boost brand engagment
Printed materials can showcase your brand’s products and services in a visually enticing way, creating an immediate emotional connection with your customers. Long form-features are engaging to read, beautiful photography and smart design make printed materials a multi-sensory experience to be savoured. people are looking to slow down and print offers them that escape.
Strongly integrating your brand identity in your print materials reinforces your message and boosts recognition and engagement.
3. Competitive edge
Adding high-quality printed materials to your marketing mix differentiates your brand from competitors operating solely in the digital space.
Brochures provide the breathing space to share your brand story and USPs in a compelling and engaging way. And, unlike email, you don’t need to cram all your messages into a predefined template.
4. Promotes your products
Printed materials such as brochures, reports and newsletters are also a useful way of presenting information in a structured format. By organising content into specific sections and providing clear, concise bulleted information, you’ll make it easier for readers to absorb and understand your products or services.
Reading printed materials is different to reading digital text: it’s more personal, encourages reflection and enables customers to return and re-read with ease.
Clear calls-to-action can prompt readers to take specific steps such as making a purchase, visiting your website or getting in touch. You can also showcase exclusive customer offers to further boost brand loyalty and encourage purchasing.
5. Adds premium brand value
High-quality printed communications – when done properly, with editorial and design flair – feel like a valuable extra, and makes the recipients feel part of a club or community.
Plus print is tangible and old-school analogue which provides a multi-sensory experience. It’s a refreshing change from constant digital stimulation, asserts authority and credibility and feels premium in a world of cheap digital communications.
Get in touch to find out how high-quality printed communications can be an effective marketing tool for your business.
