Print Sticks. Digital Doesn’t.
Today, let’s wrap up our series on the Five Invaluable Features of Print Marketing. We’ve talked about how print marketing stands out and is more engaging. We’ve also discussed how it is popular with everyone including millennials and adds diversification to your marketing program. But I’ve saved what might be the best for last. Print marketing is more memorable.
But I don’t mean memorable in the way you might think. Sure, print marketing can include creative ads, unique direct mail pieces, beautiful catalogs and more. But what I’m talking about isn’t a soft, fluffy kind of “memorable.” It’s science, supported by hard evidence. If an image or message is in print, people remember it better and longer.
The Physicality of Print
I’ve read several articles that talk about the “physicality” of print. Quite simply, printed pieces engage more of our senses.
We touch and turn pages, smell the paper and hold the piece in our hands. Research in magazines including Scientific American shows that turning pages and seeing page numbers in the corner function similarly to maps and landmarks we encounter in other parts of our lives. This makes printed items feel more a part of our environment than fleeting digital images.
Print Marketing Sticks in the Mind
Want proof of the persistence of print in the mind of your customers and prospects? Check out this item in Forbes magazine. It highlights research sponsored by the Canadian post office and a neuromarketing firm. Findings, as reported in that article, show that print is more accessible and “reader-friendly” than digital.
“Direct mail requires 21% less cognitive effort to process than digital media suggesting that it is both easier to understand and more memorable.”
It also demonstrated that print messaging is remembered better, and by a surprisingly large margin:
“When asked to cite the brand (company name) of an advertisement they had just seen, recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%).”
Need Evidence for the Right Print Partner?
Now that we’ve seen hard evidence of the staying power of print, let’s apply the same discipline to your choice of a print partner. First, consider that Superior customers have chosen us for the “Best of Print and Digital” award for the second consecutive year. They wouldn’t do that unless they saw real benefits from their relationship with us.
Next, consider our ISO certification. It means that our procedures meet very demanding standards for customer service and accountability. It also ensures that we continue to become even better, and never rest on our laurels. So if you want your prospects to remember your messaging, remember to contact Superior today for a free print marketing consultation.
Check out the other posts in this series: