Printed Materials are still a needed and wanted source for marketing a business!!
Creating a balance of your online and offline presence is key!!
59% of business executive’s trust printed information over online sources
67% of people say that good printed materials mean a company cares about its customers.
75% of consumers visited a website to purchase a product or service after seeing it in print.
Direct Mail brings in 78% of donations to non-profits.
Web sites supported by printed promotion yield 163% more revenue.
Most adults reported that they felt more comfortable with something on paper than on screen.
40% surveyed say they have tried a new business or service due to a direct marketing piece.
Campaigns combining print marketing with Internet marketing yield up to 25% higher response rates vs. internet alone.
83% of people say they like to keep printed material for future reference.
People surveyed say brand recall is higher using print vs. online, because on-screen information is 20-30% more difficult to read.
Printed materials do not deplete our resources, roughly 600 million trees are planted every year by the paper and forest industry, surpassing the amount harvested – 3 to 1
Designers and Business Executives today still value printed materials for its Classic Strengths: Permanence, Tangibility, Authenticity & Confidence. These qualities are arguably more important than ever in this world of digital communications because they offer… Human Connection.
Sources: GDUSA 2010 Print Survey, Appleton Coated ROI Study, American Forest & Paper Association, Wayne State University, McPheters & Company Study, Journal of Psychology & Marketing, Down to Earth Insights, U.S. Postal Service comScore Survey, DMA, Print in the Mix Organization.
Why Print Marketing is Still Important –
When the client gets a call from a prospective buyer, partner or investor requesting more information, what do they have to send?
Even if they don’t expect to have a massive request for sales materials, they will have requests. If they don’t have some semblance of professional materials that speak to what they bring to the market, they simply won’t be taken seriously.
Collateral materials as competitive tools
- Have you ever been underwhelmed by the investment a large company has made in the quality of their marketing materials?
- Many companies spend a lot of time, energy and money to be competitive. They make smart hiring decisions, ponder over successful growth strategies and collect competitive intelligence. But what they don’t do is make the investment in marketing themselves, in order to successfully sell against their competitors.
High-value products = high-end materials
- Another pitfall is selling high dollar products, services, and solutions, but failing to recognize the gap between the value of what they’re delivering and the quality of their marketing materials.
- They need to consider the sophistication of their products and the level of the decision makers they’re trying to reach and to honestly assess whether their marketing materials are up to the challenge, or if they serve as a liability.
Look the part
- Companies of all sizes need to be concerned about perception and for smaller companies this is often a specific challenge.
- For small companies looking to penetrate an industry, bring a product to market, and/or compete against entrenched players, they need to look the part.
- Their sales materials can’t beg the question, “How long have you been in business?” or “Do you have the capability to meet our needs?”, because if they do, the sale is lost.