1. Print adds a
dimension to the media experience not possible with digital media.
Print
is warm and inviting. You can create
dazzling special effects that make readers want to touch and feel your message
thanks to a new generation of papers, inks, varnishes and coatings. It’s a
tangible dimension that electronic media can’t impart.
2. Print is universally
accessible.
Printed
documents don’t have batteries that run down, they can easily be read even in
direct sunlight, and they can be read even in locations where wireless is not available,
such as subway stations and airplanes.
3. Certain
demographics don’t go online.
Some
demographic groups, particularly older consumers, simply prefer print
collateral over digital options. In some cases, print may be the only way they
research their options. Don’t overlook the disposable income of this
demographic group!
4. Consumers are
multi-channel.
When
looking to make a purchase, today’s media-savvy consumers seek multiple sources
of information. Rarely will they use online only or print only. They seek out
multiple media and compare and contrast responses. Print is a critical part of
that mix.
5. Print is more
trusted for high-dollar purchases.
Consumers
love electronic media for its immediacy, but research shows that they seek
print when it’s time to buy. Web technologies provide quick answers, but the
responses are often contradictory. Print shows that you found your message to
be important enough to commit it to paper and you stand behind what you’re
saying.
Overlooking
the role of print can prove fatal to a marketing campaign. If your objective is
to inform, teach, persuade or entertain, print marketing is a must.
Jeff Lampert
Director of Marketing and Business Development
Sometimes when you innovate, you make mistakes. It is best to admit them quickly and get on with improving your other innovations.
Steve Jobs
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