Printed marketing materials are often overlooked and it’s easy to see why. Even the infancy of digital advertising feels like such a long time ago – an era of banner adverts prior to Search Ads, social media and smartphones. So considering the medium of print can be traced back centuries, it’s no wonder it’s relevancy is somewhat displaced. Lets explore the power of printed marketing materials in the modern world and how we can support your brand objectives with printed materials that have impact.
Printed marketing materials influence online
Marketeers are continually challenged to balance creating a large reach with a campaign, whilst maximising budgets. Multi-channel strategies are desired but expensive – in these cases brands will likely prioritise digital mediums. But consider this: in the modern world we all have cameras in our pockets, we’re constantly wanting to share our real life experiences and interactions. And sometimes these interactions can be with brands.
Consequently, print media that leaves a lasting impression can be photographed and shared online, leading to phenomenal reach.
A key example in modern marketing is Burger King. The chain utilised a mobile billboard promoting their Nemesis burger, placing it right next to a McDonalds billboard promoting their current new burger, The Big Arch. The moment was photographed and went viral online, sparking both brands to be mentioned across social media, creating a moment that’s still remembered months later. This shows how printed media – and Out-Of-Home (OOH) advertising can be a pivotal touchpoint in creating online brand discovery.
The benefits of print over digital
Let’s take exhibiting at an event. In the crowd of other competing exhibitors, it’s important your brand leaves an impression on people once they exit the event. Printed media can be an incredible tool in your arsenal for brand recall. In fact, statistics highlight on average printed adverts have 32% higher recall than digital media. But coupled with data capture, printed media can have even more impact. If whilst exhibiting you capture data for prospective customers, you can seize the opportunity to send direct mail. Tailoring your messaging to address the customer personally captures their attention – and retains it. In fact, personalisation is accountable for increasing conversion by up to 15%. So it helps to get a little…familiar.
In 2023 Sky invited previous customers to re-subscribe to their services in the style of an invitation to the the King’s coronation. Each mailer was personally addressed to the recipient, complete with a gold envelope. The personalised mail saw double the results of their usual standard mailers, with conversions of +105% vs their expectations.
The importance of print design
Printed materials are only as good as their design. It’s important to consider exactly what your print is aiming to achieve. Besides the basics of ensuring your text is legible, consider if the design fits with your overall brand and what your audience expect from it. If your flyer is aiming to inform about an offer, you better be sure that that message is forefront and centre. When it comes to print design, depending on the format and aim, less can often be more.
Sure, something visually striking can be appealing, but consider what’s going to really set you apart from other designs out there. It could be a unique shape, it could have interactive elements – not all print media has to be just text. Think about your print as an engagement with your brand and the experience users are having with it – printed materials should give value (and we don’t just mean discounts and vouchers). Whether it’s a billboard placed in a humorous way like Burger King, or an invitation creating brand connection, think about the value your printed piece is creating.
Our passion for print
At Kensa, we’re well equipped to support clients with all their digital marketing needs. From web design to social media support and everything in between. But our creatives love to get their hands into print media too. We can handle everything: from the branding, design, copywriting, imagery and sourcing the best print supplier to complete the job. Got a brochure you need to create? Want some help with a flyer? Are you looking for an eye catching poster or a unique mailer? Lets get started on your project here.
