Using Print Media for Branding
Did you know that the brain is far more likely to remember text on printed materials than from a digital source? According to the Scientific American, print is far more memorable than words on a screen. Additionally, print offers a sensory experience through touch, sight, and smell that the digital realm cannot replicate. These facts make an excellent case for using print media for branding.
Why Every Business Needs Printed Materials
It might be tempting to assume that with the rise of digital advertising and marketing, print materials are no longer necessary. This false notion could hurt your business. The truth is that printed media is still a very relevant aspect to building your business’ brand. The type of print media you utilize, however, can vary.
The key to using print media for branding is to select print materials that will perform well for your specific industry and region. For example, if you engage in a lot of B2B sales, you will likely need pamphlets, presentation folders, and business cards to pass out at seminars, trade shows, and sales events. Similarly, if you are opening up a dry cleaning store, sending a direct mail campaign announcing your grand opening to specific neighborhoods in your service area can yield excellent results. If you’re looking to develop print advertising campaigns, we recommend purchasing ads in niche papers or trade magazines to stretch your budget further.
If you’re new to using print for your business, we recommend consulting with seasoned printing professionals who can help you develop a customized approach that suits your unique needs. Our team at Pel Hughes offers full-service printing, graphic design, and helpful tools like digital libraries to automate campaigns and reorder supplies like business cards.
Benefits of Using Print Media for Branding
Print media offers unique benefits to entrepreneurs looking to build a robust brand identity and forge long-term relationships with their audience. Following are some notable advantages to implementing print into your branding strategy.
Print Boosts Credibility
Print tends to evoke feelings of trustworthiness and credibility across all demographics. A great example of this is the fact that a person will likely see a well-written magazine article as a more reliable source of information than a forum on the internet. Since print is a physical representation of your brand, it demonstrates that your business is a real enterprise with staying power—not a fly-by-night retailer looking to unload surplus product through a digital storefront.
Print Media is More Likely to Be Read
Due to the annoying and prolific nature of digital ads, humans are conditioned to discredit them at a rapid rate. Digital ads are rarely clicked on much less read. If an ad-blocker didn’t filter it, a person will quickly click the exit icon to peruse whatever it is they are searching for online. Print ads, however, don’t strike as much aversion nor are there ad-blockers to contend with. The likelihood that a print advertisement will be read is significantly higher when you consider the fact that more than 200 million people use ad blockers online.
Print is Less Competitive than Digital
Digital branding and advertising are oversaturated and consumers take notice. The proliferation of digital clutter has led to consumers becoming very adept at scanning past brand messaging. Print, however, is less competitive. Whether that’s developing great signage and merchandising, easy-to-digest pamphlets, and attractive catalogues, it is easier to make a positive impression with print media than digital.
Building a respected, recognizable brand is an important aspect of staying afloat in today’s tough business climate. If you’re considering using print media for branding, give Pel Hughes a call at (504) 486-8646. We provide full-service printing including business cards, presentation folders, pamphlets, and catalogues in addition to direct mail, campaign automation, and database services.
