The Value of Print in Modern Marketing

In today’s digital age, the significance of print should not be overlooked.

As a passionate photographer, I find that a well-crafted print is a crucial element of my artistic journey. While online galleries, social media, and digital displays serve their purposes, I firmly believe that nothing compares to the experience of seeing a tangible print.

This sentiment extends to business communications as well. Although online channels are essential for generating leads and marketing, relying solely on the internet can lead to missed opportunities in conveying your message to prospective clients.

Consider making your message tangible.

However, it’s vital to recognize that printing is just one aspect of the process; displaying it effectively is equally important. Whether on paper, bamboo, glass, or recycled materials, getting your message out there is crucial.

For instance, window graphics in gyms can showcase your brand while providing privacy for those inside. Vehicle advertising ensures your brand is visible, as passersby often snap photos of written displays for future reference.

A LinkedIn QR code can seamlessly share your contact information during networking events. While some may view business cards as outdated, they continue to be collected by many. A leaflet featuring your details and a QR code can also serve as an efficient way to get noticed quickly.

The key is ensuring that your information is not just saved in their phones but also remembered.

A personal reason for my love of printing photos is to display them prominently. This act of curating allows us to frequently view and reflect on our selections, embedding them in our minds over time.

Some photographers may choose to print an image and observe how their perception of it evolves. This same practice can apply to the proof or actual copies of marketing materials. What seems appealing on a screen may not hold the same allure over time.

Pay attention to the layout, fonts, colors, and content; this is the best method to evaluate the materials you produce and refine them for the future. Reviewing printed materials offers insights that digital screens cannot provide.

Notice boards remain popular in both workplaces and home offices. In my household, we keep a leaflet pinned to our notice board along with essential business cards, making it easy to access useful information.

With the vast amount of data stored on our phones, having printed materials helps streamline what’s important, preventing duplication across devices. Offer your potential clients the same convenience. When they require your services, they’re less likely to conduct a Google search; instead, they’ll turn to your number, which is readily available on their notice board.

Printed materials are reliable and tangible. They are not merely floating in a virtual space, vulnerable to the whims of technology. While some argue for the necessity of printing photos for safety, I believe digital files are incredibly useful and should coexist with physical materials.

The primary reason I advocate for printing is its tangible nature. Printed items can be touched and held; they carry weight and create a connection that digital images lack. While screens have their place, they are fleeting. A printed photo, particularly in wildlife and landscape photography, gains an almost three-dimensional quality that is often lost in digital formats.

A comment I received on my printing enthusiasm suggested that prints engage all five senses. Although I humorously noted I hadn’t tried edible paper and flavored inks yet, it’s an intriguing idea. For instance, themed birthday cakes are often crafted with intricate designs and then enjoyed.

In airports, scent cards are offered to help customers decide on fragrances. Such experiences cannot be conveyed through images alone; these cards combine scent with branding and messaging effectively.

When clients hold a printed card, it creates a sense of ownership and acceptance of the product. This tangible connection is akin to clicking an online confirmation box.

Moreover, having a physical card in hand leaves a lasting impression. Its weight, texture, and scent engage the senses, making the branding more memorable. Smell is among our most potent senses.

As they carry the scent card, clients may find themselves revisiting it, creating subliminal connections to your brand. Marketing research suggests that a name must be seen multiple times before a purchase decision is made. With a printed card or flyer in hand, these encounters can occur within moments.

Consider printing hundreds of flyers to distribute in locations frequented by your target audience—such as garden centers, libraries, sports complexes, community centers, and local events. Just getting a flyer into someone’s hand ensures they at least glance at it, even if they choose to discard it later.

The branding and information on printed materials can be presented across various mediums. Do not limit your imagination to just matte or glossy paper; explore other formats, such as flags, signage, and magnets.

You could even consider mural advertising. While a mural cannot be moved, it can be replicated with the artist's permission and printed onto materials like 'One Way Vision Window Film' for storefront branding. I once photographed a mural for Go Fitness in Lewes, Sussex, which was later printed for their new location’s windows.

Engage with a graphic designer, either in person or online, and take the next step in advancing your business through the power of print.

Graham Saxby

Buy me a coffee

Website

Email

Chapter 1: Introduction to Print Media

Print media remains a powerful tool in contemporary marketing strategies.

Chapter 2: Utilizing Video for Enhanced Engagement

Explore a comprehensive guide on printing on demand for beginners, featuring essential tips and techniques to kickstart your printing journey.

Learn how to effectively print on fabric using an inkjet printer with this step-by-step tutorial tailored for all skill levels.