While attending a networking gathering, I had pivotal moment in my professional career. After some time mingling with other attendees there was a speaker discussing the latest trends in marketing.
While he talked about aspects of social media and the importance of your online presence, he made a comment about materials that were printed. His tone communicated clear disdain, as if the thought of resorting to print was absurd and only someone out-of-touch with current trends would consider such a thing.
There was a low-level laugh throughout the room; the kind that suggested everyone was completely onboard with this idea. “Yeah, so ridiculous. Why don’t you just carve your message in stone tablets?”
As I sat there, I was surprised that this group of marketers and small business owners would completely dismiss this avenue of communication.
The experience of encountering a beautifully designed printed piece is not something that should be relegated to the past or the punch line of a joke. When done well, it has the power to enhance your message and connect with your audience. That’s where the revolution comes in. I want to help anyone who has a message to consider the power of print.
To be clear, I am not here to dis electronic progress. I’m all for innovation and think the developments in digital are amazing.
It’s astounding to think about the changes. The ability to exchange ideas with people on the other side of the globe, the ease of accessing information or paying for goods with the click of a mouse or swipe of the screen; and don’t even get me started on how much inspiration can be found. (How did I ever decorate or throw a party before Pinterest?)
However, to say that as a result of the ease and convenience of digital there is no place for the tried-and true-method of print, is to miss out on another type of engagement with your audience and it’s a mistake that a lot of companies are making.
Magic Touch
Human beings are tactile by nature. We start out as infants whose entire experience of the world is discovered through touch and taste. Of course, once a child acquires language, she develops other ways of understanding and learning in her environment. And while I’m not suggesting that your audience is looking to munch on your brochure (devour, hopefully?), I would say that some of those learning pathways are still present and, when utilized, can impact how the audience receives your message.
In Print We Trust
People tend to trust print, while digital is still approached with suspicion. Gordon Kaye, publisher of Graphic Design USA writes, “The message feels real, it looks real, it springs from an identifiable source, a real person, a real location, an act of craftsmanship, an intelligence to which one can relate, a human connectedness. And the result is something visible, permanent, touchable, an archive, a reference, a resource that does not arrive via thin air and will not disappear into thin air.”
A 2013 study showed that print ads are more trustworthy than online ads. 60% of consumers trust newspaper and magazine ads, while 48% trust online advertising or video ads, and only 42% trust online banner ads. 1
Let’s also consider the differences in approach between reading online versus reading from print. Most people tend to skim for information when reading online; looking for highlights and tidbits to take away. However, when someone is reading from print their brain approaches the activity differently and this mental shift can impact comprehension and retention.
Don’t Put All Your Eggs in One Basket
The same way that I would not advocate only using digital, I would also not tell companies to only communicate via print. There are definitely things that are better suited for digital. Information that needs to be quickly, or regularly, accessed, or things that are consistently updated, probably work best in the digital realm.
Additionally, the information that you choose to put in print format can still be reinforced digitally on your site. That is the value of using multiple channels for your message. It’s not wise to pick one way to communicate your message, put it out there and then wipe your hands of it. Your audience needs to hear the message a number of times and in a variety of formats.
Select the Right Messenger
Print creates an experience for your audience that can assist in the comprehension of your content. It can establish trust and credibility for your message, while setting you apart from your competition. And finally, it can be reinforced through digital avenues like emails and your website.
It is clear that print is still a viable tool for your marketing machine and when implemented well can make a difference in the effectiveness of your communication.
1 Nielsen, Global Trust in Advertising and Brand Messages, September 2013
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