5 reasons why you need to include printed materials in your promotion

Our whole life sometimes resembles a giant pixel. We live and work in a digital environment, communicate digitally with friends and family, send messages by phone or Skype, write emails, share photos on social networks, read books on electronic media. And finally, we create advertising campaigns aimed at digital device users. But despite this digital madness, print marketing is more needed now than ever. And here are a few reasons why you shouldn’t neglect printed materials when planning your advertising budgets.

1. Printed materials engage all the senses

Don’t you yourself get tired, coming into contact only with plastic all day long? It is used to make mobile phones, computer keyboards and remote controls. Isn't it great to touch a printed newspaper or magazine, feel the paper pages, smell the paint. Sensory emotions are an important component for every person. And it is precisely these emotions that increase the effectiveness of an advertising campaign. Moreover, the more sense organs are involved, the better. Use tactile sensations (textured paper, embossed trim), scented printing, bright colors - and success is guaranteed.

2. Print attracts more attention

A lot of online content remains outside the user's attention (of course, this text is an exception ☺ ). Most people are quite impatient while surfing the Internet, they look through pages quickly enough, without reading to the end of the article, they move on to the next one. You need something truly catchy to make a potential client stick around and read the message.

The key to success is to get the user's full attention. Only then can you present your proposal to him. And the most effective way is printed materials. For example, printed newspapers and magazines are scrolled much more slowly. Not only articles come into view, but also advertising.

3. Printed messages are better perceived

The human brain perceives information differently whether it is received from a screen or printed on paper. Marketers should always remember that there are far fewer distractions when studying printed materials. Therefore, printed materials are studied in more detail and comprehended much better.

4. Print is a great complement to digital advertising campaigns

Almost half of users (according to research by the Advertising and Marketing Association, 47%) resort to online search after exploring print flyer or advertisement in a magazine. And this is great news - after all, the main task is to encourage the user to further interact with your brand.

5. Print advertising accelerates return on investment

The ideal way to increase sales and awareness is to create comprehensive advertising campaigns that integrate print and digital solutions. In this case, the return on investment can reach... 240%. These are precisely the findings of a BrandScience study that analyzed over 500 European campaigns. Real success comes from an effective combination of all possible channels.

However, we should not forget about another important component of success - the quality of printed products. Therefore, it is very important to carefully choose a contractor: analyze his reliability, experience, portfolio and level of customer service.

You also need to pay attention to technical capabilities. After all, an advertising campaign may require completely different types of products, say, business cards, flyers, booklets, branded cups or T-shirts. And it is much simpler when all the tasks can be performed by one enterprise, and its managers can suggest the best (most economical and effective) solution for a particular task.

Modern printing technologies (including unusual types of finishing - die-cutting or varnishing) allow you to create real masterpieces that make an unforgettable impression. It’s good if your printing house masters this art perfectly.