4 Reasons Why Print Remains a Business Opportunity in a Digital World
Many are quick to discredit the importance of print now that it seems like digital content has taken the reigns in the marketing world. With individuals consuming considerable amounts of digital media, particularly in the last year, there can be natural gravitation to produce strictly digital forms of marketing materials (such as digital advertisements, social media content, etc.), which can be a great technique, especially for small businesses who are looking to reach large audiences. However, don’t be too quick to remove print completely from your marketing plans, as print marketing remains a tried-and-true method to connect with your customers and help build upon your brand’s identity.
What is Print Marketing?
Print marketing is exactly as it sounds – it is a form of marketing that uses printed material (such as posters, brochures, banners, business cards, direct mail, flyers, etc.) to promote something. It is also one of the oldest forms of traditional marketing, and it dates back to ancient times. However, print marketing is far from ancient, and there are now endless possibilities that you can create for your small business.
Below are four reasons why print remains a great opportunity for your small business among a sea of digital content.
Helps Establish Brand Identity
It takes mere seconds for someone to form a first impression about your business. This is why creating, and maintaining, a brand identity is so essential, as it not only helps your customers know who you are and what you can offer, but it also illustrates the effort you have put into your business and your commitment to customers.
A great way to build your brand identity is through printed branded material like stationery, calendars and signage. This may seem like an obvious move, but crafting materials that are consistent, and that showcase your brand’s voice, is extremely important, and there are many factors you need to consider to ensure your customers will perceive your business the way you want them to.
Factors that go into creating effective branded material can include selecting the right typography, colours, and shapes, which will each play a role in things like logo design and tangible printed products such as business cards, flyers, posters, etc. All the steps involved in designing your print materials is worth the investment, largely because it can increase brand recognition. Colour alone can improve the recognition of your brand by up to 80%.
The more detail you put into your brand presence, the more authentic you may appear, which is extremely important, as 86% of consumers say authenticity is a key factor when determining which brand to support.
Creates Trustworthiness & Positive Responses
82% of consumers say they trust print ads – and there are many reasons why this is the case. Print ads (or printed material in general) provide something tangible and real to your customers. More often than not, you may question what is credible when you are online, and with privacy concerns being a major issue amongst consumers, print provides something more reliable. Trust is a major factor in creating long-lasting relationships with customers, as 81% of consumers say they need to trust a brand in order to shop with them.
In a study by Temple University, they performed fMRI brain scans to determine various attributes between physical and digital types of media. It was found that consumers spent more time with physical ads, absorbed more information, had an emotional reaction, accurately remembered the source and content from the ad, and had a subconscious desire for the product or service. It was concluded that physical ads stimulate value and desire in customers over digital ads.
When creating digital content, you often get a mixed bag of results. For example, if you send out an email campaign to your customers, some may open it and engage, while others may delete without even looking (and without thinking twice about doing so). Meanwhile, print offers customers a tangible product they can hold and directly engage with. However, this not to say print is better than digital, as there are several benefits when using both in tandem with each other, instead of relying on one or the other.
A great example of print material that thrives in longevity is business cards; you likely still have some from other businesses in your wallet or on your desk somewhere. One of the great things about them (and other print materials in general) is that they can act like small pieces of your business that individuals can take with them, which can act as a great memory trigger when they need your products or services.
In terms of creating materials within your store, banners or posters can simply stay displayed until you decide to change them.
Generates Local Buzz
Although digital content can possibly reach a larger number of people, print material can really benefit within local communities. Posting a flyer around town, crafting postcards that you can mail out, or even hanging banners outside your store can generate interest among audiences you want to target and beyond. A well-placed sign outside your store that stands out, for instance, will certainly attract eyes from those who pass by. As well, if your business has established a niche market, you can leverage that by displaying printed materials in areas that they are likely to spend time.
Buying local is something that has grown in popularity, especially over the past year. In 2020, 68% of consumers in Canada primarily shopped local as a way to strengthen the local economy. As this remains one of the top priorities for consumers, catering your marketing materials to illustrate to potential customers in your community that you are a local small business may bring benefits.
If you are ready to start producing print materials for your small business, be sure to turn to The UPS Store for printing services. We can work with you to design and print something great.