Do You Know The Facts?
In case you have any reservations about continuing to integrate print into your marketing mix, we’ve shared statistics that demonstrate how print is very much alive and well. Print is durable, portable, credible, universal, beautiful and works well with other media.
• Print reaches audiences not online
• Print is a great leave-behind
• Print helps reinforce digital mediums
As virtual communications become more and more prevalent in our world, print is a mainstay—a tangible component of our everyday lives. Printed correspondence lends itself to credibility and legitimacy across generational divides. 70% of Americans, including 69% of 18–24-year-olds, state they “prefer to read print and paper communications, rather than reading off a screen.” The majority of respondents (67%) say paper is more pleasant to handle and touch than other media. (Survey commissioned by Two Sides)
Print’s effectiveness is acutely evident in direct mail campaigns. But, print also provides an opportunity to solidify your brand presence and to target your key audiences more directly than by using electronic mediums only. Consumers are more likely to learn about new brands, products and services from print media (e.g., magazines and newspapers), television and online media (e.g., news site and blogs) rather than from social media channels, such as Facebook and Twitter. (eMarketer, Most Consumers Still Don’t Talk About Brands on Social Sites, January 10, 2012). 73% of consumers prefer mail for receiving new product announcements or offers from companies they do business with as compared to 18% from email. (International Communications Research survey)
Print is…a Solid Investment
Print works. Print remains one of the most solid investments that a business can make in itself. Where else can you find a return on investment like this? A Direct Marketing Association study showed that direct mail advertising gives businesses, on average, a remarkable 13 to 1 return on their investment (ROI). The high ROI holds up across all industries. For example, printed catalogs have been shown to provide a 7 to 1 ROI (according to DMA, The Power of Direct Marketing, 2008-09) and the lowest cost per lead/order, ahead of inserts, email and postcards. (DMA Response Rate Trends Report, 2010)
Print is…Environmentally Responsible
There is a lot of misunderstanding about the impact of paper and, by implication, print on paper in regard to adversely affecting the environment. Before rushing to the conclusion that print on paper contributes significantly to the destruction of forests, inform yourself, and others, that print is truly environmentally responsible. Actually, according to Print Grows Trees, trees are a renewable resource and the trees in North America come from well-managed forests or farms. Today the U.S. has 20% more trees than it did on the 1st Earth Day (AF&PA), which took place in the spring of 1970. By providing a market for responsibly grown wood fiber, the U.S. paper industry encourages forest land owners to continue managing their lands rather than selling them for development or other non-forest uses. This is an especially important consideration in facing economic pressure to convert forest land to non-forest uses. (Two Sides)
Print is a powerful media, and its power is multiplied when used as part of a multi-pronged campaign. Print enhances the impact of television, telemarketing and the internet by providing an extra dimension that’s warm, inviting, highly customizable and technologically savvy. Studies show that print advertising drives consumers to online shopping. An iProspect study found that 67% of online searches are driven by offline messages, with 39% of shoppers ultimately making a purchase. (iProspect Offline Channel Influence on Online Search Behavior Study (2007)) 76% of small businesses state that their ideal marketing mix is a combination of print and digital communications. (Pitney Bowes Survey/Choose Print)
At Joseph C. Woodard Printing Company, we advocate for an integrated approach using print and electronic sources to ensure successful synergy among campaigns yielding effective and powerful results.