Print marketing has been having a rough decade. As businesses increasingly turn to digital solutions for all of their marketing needs, physical media has been left by the wayside, and that’s unfortunate because print is powerful.
If you’re operating a business and concentrating your marketing efforts online, it’s time to learn how to design for print – and how to make physical media work for your business.
Print Is Innovating
Digital advertising was the exciting new thing for a while, but most online advertising has been stuck in a rut for the last few years, with the exception of those business transitioning to AR/VR programs. Print, on the other hand, has taken substantial leaps forward, including the use of expanded substrates and new ink products. This means that printers can now create exciting new marketing materials, including printing on metals and textiles for a variety of alternative marketing materials.
One exciting innovation in the printing market is the use of lenticular printing. You’re likely familiar with lenticular printing from old Cracker Jack tilt cards and various cheap novelty toys, but historically lenticular prints were quite small. Contemporary lenticular can be mural size and deliver engaging, interactive experiences in situations where there is no electricity. It offers something special and holds people’s attention in ways that traditional media can’t.
Another reason that businesses need to consider a shift back to physical marketing materials is that through the proliferation of screens digital media has become so commonplace our eyes skim right over it much of the time. Great physical marketing materials, on the other hand, have the ability to be surprising, to add texture to an otherwise flat marketing landscape, and can feel a lot more interactive than a text ad on a website. They’re also a great way to draw customer’s attention to specific elements of your online efforts, directing them via QR code or other tools to a digital destination.
The Power Of Touch
Think about your personal communications. How often do you bookmark something or get a digital invitation, only to promptly forget about it? It probably happens all the time, even when you think something is important. Well, it happens to your clients all the time, too, and your promotions are likely on the list of things they have forgotten.
One of the core advantages of reintroducing physical media as part of your marketing is that it’s actually less likely that clients will lose important information; we manage tangible materials differently. If you’re having a sale, for example, and send out a mailer, customers are more likely to post the information on their refrigerator or tuck it in a planner. This way, your brand stays at the forefront.
Physical media may never be the dominant marketing model again – ecommerce virtually guaranteed that – but it will always have a place within your overall strategy. Finding ways to innovate on this traditional model is more important than ever for brands that want to keep their competitive advantage, and will ensure that you’re always putting your best foot forward when it comes to communicating with customers.