Print is Invigorating

LYNCHBURG, VA, January 6, 2012 – The biggest leaders in the marketing world are debating—to print or not to print? Without a doubt, leading marketers are saying YES! Print remains a vital component of most marketing campaigns, and compliments other communication tools to best reach consumers. Not only does print work, but many researchers are showing how the use of print in catalogs, publications, and direct mail actually increases business’ ROI.

Additionally, studies show that consumers who receive printed messages are more than twice as likely to visit an advertiser’s website. Increased website traffic allows business owners to communicate more effective and deliberate messages and product information to customers. Equally important, a user friendly, well designed website allows the shopping or educational experience to be maximized—but you have to drive customers to the website in the first place.

Statistics can easily convince business owners that print should remain a key element of their 2012 marketing strategy. However, the real value of print is revealed in the experience. Print is invigorating. When readers pick up a high quality publication, with strategically placed advertisements, they feel something. They feel emotion. They feel prompted. They feel empowered.

A recent study conducted by the University of Oregon reveals that printed material holds more credibility and is more thoroughly read than when that same content is delivered online. Research confirms, don’t eliminate print. Simply make it better, and use it more wisely. Allow your customers to experience print.

Sources:
Rochester Institute of Technology
The Print Council
Arthur D. Santana, Randall Livingstone
Yoon Cho
Mariam Noronha