In the digital landscape, we have become accustomed to, it’s easy to forget the impact that print advertising still holds.
The Power of Print Advertising
Despite the rapid rise of mobile devices and digital media, print advertising is far from dead. Let the data speak for itself:
- Average response rate for mail sits at 4.4%, versus email’s 0.12% (1)
- Online campaigns that offer a print version of a catalogue see 163% more profits than digital-only formats (2)
- Physical material involves more emotional processing in the brain. This can enhance memory and brand associations. (3)
- 81% of survey respondents preferred to read print on paper when given the choice. (4)
- 79% want the option to receive printed information because it provides a more permanent record. (5)
Don’t let these numbers fool you. While they make print seem like the end-all to marketing woes, you shouldn’t completely disregard digital formats. Rather, studies show that it’s the omnichannel experience that generates the most success.
Bottom line: print advertising is still worth the investment you make, provided you know how to invest wisely. And it largely depends on how you engage your audience (hint: it’s through their five senses).
How to Engage the Five Senses for Print Advertising Success
Studies show that people remember more when they use a combination of their five key senses, and print advertising provides boundless creativity to do just that.
Start with what your audience sees. You will generally use a mix of the following features:
- Your logo
Incorporating different weights, textures, and materials can impact how consumers view your brand and product quality. For instance, a fine linen or silk paper might represent a professional, luxury brand image. You can also add one of the following touchable elements to your printed materials:
The closest that digital media can come to engaging the sense of touch is by creating a textured look, but it just doesn’t compare to touching or holding something in person.
Until computers come with a built-in atomizer, digital media will never be able to engage your olfactories. In print advertising, perfume companies have been using scent advertising for decades in the form of samples in a magazine. But even if you aren’t selling fragrances, you can still utilize the power of scent marketing:
- Scratch-and-sniff ads or stickers (an old but gold method)
- Scent-infused cards and packaging via scented ink
- Touch-activated scents
Yes, your print promotions can make a sound, no audio device necessary. Think about what you hear when you drop a brochure on your desk, flip from one page to the next, open a package or envelope, or how your packing materials sound as they are removed from the box. These things might not all be print advertising in essence, but they tend to accompany your printed materials in many instances.
Sounds like bubble wrap, gift tissue, and the ripping of a perforated sealed envelope all carry a distinct sound – in other words, we know what it’s going to sound like. When choosing your printed product packaging or packing materials, consider how you can use their natural sounds as a branding tool.
No, your consumers don’t have to eat paper to incorporate the sense of taste. Companies have long used mouthwatering images of carefully crafted food dishes and drinks to jumpstart your hunger cravings. Taste and smell are closely linked together, so by engaging smell you can almost reel in taste as well.
On another tact, taste and smell are closely linked together, so by engaging smell you can almost reel in taste as well.
But as the old saying goes, “almost” only counts in horseshoes and hand grenades. To add real flavor to your print advertising, you’ve got a couple options:
- Include a real sample of your food or drink product alongside your printed material
- Use the food or drink sample as your printed material by including your CTA or campaign info directly on the packaging
- Invest in Peel ‘n Taste strips
As long as mailing and shipping, brick and mortar, and creativity exist, so will the opportunity for print advertising to make a splash. Your best bet is to harmonize your digital and print strategies to deliver complete experience.
If you have any questions on how to execute your print advertising, we’re here to help. It’s as simple as picking up the phone. 702-617-9000.