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PAPERLESS SOCIETY IS HERE – Not!!

PAPERLESS SOCIETY IS HERE
Not!!

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To paraphrase the famous Mark Twain quote, “The reports of the death of paper have been greatly exaggerated.”

Wait, you say! My computer mailbox is chock-a-block full with emails, solicitations, webinar invitations and blog posts. No question. That’s a universe we all share. However, electronic communication media have not totally eclipsed the traditional, tried and true world of print.

So, to attain and maintain top of mind awareness in this highly competitive environment, take a look at the suggestions by three print marketing experts and include print materials as part of your marketing and sales collateral.

As evidence of this, consider the bold statement by the folks at ConquestGraphics, “Print remains one of the least-expensive ways to reach customers.”

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And when you think of it, how many of these paper-based print specimens do you receive in the course of a week?

Bookmarks
Brochures
Business Cards
Calendars
Catalogs
Door Hangers
Flyers
Greeting Cards

Newsletters
Pocket Folders
Postcards
Posters
Rack Cards
Statement Inserts

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Steve Weingarten
To underscore the power of paper and print, Steve Weingarten, Account Executive, adds this “six-pack” of stats:
85% of consumers sort through and read selected pieces of mail every day.
40% of consumers say that they have tried a new business after receiving direct mail.
79% of consumers find reading mail more convenient than going online.
An investment of $1 in direct marketing advertising returns, on average, over $12 in sales.
63% of consumers report that they bought something they saw in a custom publication.
Websites supported by catalogs yield 163% more revenue than those that aren’t.

Most compelling!

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Katherine Halek
In an article written for Entrepreneur magazine, Katherine Halek makes a strong case with her statement, “Though many people believe that print is on the way out, it’s still more effective than we realize. She offers several powerful reasons that substantiate that claim.

  • Print engages more of the senses than digital media, making it memorable. As customers feel and smell paper, they gain tactile memories to associate with you.
  • Print pushes you to consider how well your visual design translates across different media. While your logo and colors may look great on a monitor, how well would they do in paper and ink?
  • Print helps you test your ability to engage your audience without falling back on a digital crutch. When there aren’t animations or clickable components available to hold viewers’ attention, how appealing is your design?
  • Print gives you a tangible way to build credibility with your target audience. By consistently displaying your logo, you convey that you are serious about your business, which builds brand awareness in your community.
  • Print makes you more personable. It reminds people that you are the face behind your business, especially if you include a picture of yourself or a short handwritten note on your print promotions.

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Mike Leister
Mike Leister writes in BusinessCommunity, “We’ve all heard the news: Print is dead. Yet, despite all the doom and gloom, it’s suddenly refreshingly easy to find print’s defenders. A quick Google search of ‘Why print isn’t dead’ yields more than 103 million results.”

Leister goes on with the acknowledgement that everyone has a website. So how do you differentiate your business in the market place, become memorable and maintain top of mind awareness. His recommendation: “Well-crafted, customized print pieces such as flyers, brochures, and even boutique magazines are a great way to do that.”

As is the case with most of us, the most used key on your keyboard is “DELETE”. In contrast to that reaction to electronic media, print can’t be deleted. Studies show that a significantly higher percent of print media is read than that delivered via your desktop or mobile device.

So, be the vendor of choice when a buying decision is to be made by remaining top of mind with your customers, key prospects and referral sources. Add print materials to your marketing and sales collateral mix … to further differentiate your business from competitors that solely rely on electronic delivery. You’ll enjoy the enhanced response.