How Can You Make The Most Of Your Offline Marketing?
Did you know that “60% of people check out a brand online after receiving a printed mailing, 49% discover new products, and 44% discover new shops.”? This is according to 2020 research on Direct advertising and leaflet distribution, developed by Geobuzón and Kantar, from Kantars 2019 IOPE tracking*.
Printed matter still has an important and unique place in modern marketing mixes. In an increasingly digital world, having something physical in the hands of your audience makes a statement about your brand. Print allows a brand to have a one-on-one engagement with its reader with no competing noise whilst providing a stimulus to drive your customer straight to your online channels.
Many mail-order brands, meal suppliers and drinks companies have magazines as a complementary element of their subscription delivery service. Helping to build brand loyalty further and give a sense of added value and a superb way to showcase more products that would likely be of interest to the recipient, it is easy to see why they are so popular!
Sustainability
As time goes on, the actual cost of a digital footprint is becoming better known. It may be surprising to some that print and paper have a robust set of environmental credentials. A great source of information on this topic is available at Twosides – www.twosides.info/myths-and-facts.
By picking a reputable print partner, customers can choose FSC or PEFC certified papers from well managed sustainable forests. It is also possible to source carbon-neutral stocks of paper as well. Another good indicator of whether a print provider takes its responsibilities seriously is to see if they are certified to ISO14001 levels of environmental management.
To learn more about Warners, you can visit our environmental page here.
Printing
Finding the right printer for the job is like finding the correct key for the lock. Many printers have specialities, and it is well worth researching the different players in the market to see which printer has the best set-up to produce your job. In this way, a customer can ensure the best quality and production levels for a competitive price. It is possible to minimise further your environmental impact and print costs through efficiencies and specifications. Printing only what you need and standardising the sizes of work to conventional A4 or A5 is cost-effective and less wasteful.
This is just the tip of the iceberg regarding the possibilities available to marketers. There is a great deal of information available, and we appreciate that it can seem like a lot to take in, which is why we are here to help whenever you need us. If you have any questions or want to know more, our Helpdesk is available.
*Credit to Sappi (Lift Off) www.sappi.com