The lasting impact of print promotions

In an age where the digital realm reigns supreme, I recently encountered a company that had abandoned all forms of paper-based advertising and marketing, including the traditional business card. It’s a thought-provoking strategy, one that prompts a critical question – is print on the brink of extinction?

Over the past two decades, the marketing landscape has undergone a seismic transformation. Brochures and broadsheet newspaper advertisements have given way to AdWords, Instagram, and Facebook. In this digital era, it seems that pulp is out, and pixels are in. But does that mean we should completely abandon ink and paper?

The answer, in my opinion, is that print still deserves a significant slice of the marketing pie. Here are three compelling reasons why I believe print should not be dismissed:

Print media is not as crowded as it used to be

A key tactic in effective marketing is to zig when others zag. Embracing print may allow you to reach customers in a format that your competitors have abandoned. Two decades ago, a PO Box drop might have been inundated with flyers and brochures from countless companies. Today, you may find yourself among the few who choose to market through physical mediums. With so many companies vying for attention online, why not step onto the less crowded stage and present your pitch on paper? Press advertising, PO Box drops, and physical brochures now have the breathing space they need to make a significant impact.

Printed promotional material has a shelf life

While online marketing is undeniably powerful, a webpage or online banner ad can vanish into the digital ether as quickly as it appeared. Most of the time, trying to recall or locate a website you’ve visited or a company you vaguely remember can be an exercise in futility online. It’s a realm where things come and go with ease, and alternatives are just a click away. In contrast, a brochure or flyer possesses a tangible presence. It occupies physical space and must be consciously examined, stored, ignored, or intentionally discarded. More often than not, printed materials linger until the user decides they are either genuinely interested in the product or they’ve made a purchase.

Print and digital complement each other

The most effective marketing strategy often strikes a balance between print and digital mediums. Print can direct prospects to an online resource, while online can offer a free physical brochure or book. This integrated approach provides the best of both worlds, reinforcing your message across multiple channels. It’s a strategy that has proven to be highly effective in the past.

Of course, when it comes to print, quality is paramount. There’s no undo button once the brochure has rolled off the press. If you’re contemplating the inclusion of print in your marketing mix, why not reach out to us for a discussion? We understand the nuances of effective print marketing and can help you harness its potential to leave a lasting impact.

Build your brand with Icon Marketing – your creative agency with a difference

At Icon Marketing, we’re not just about embracing the latest trends; we’re about crafting marketing strategies that work for you. Print is not obsolete; it’s an essential tool that, when used strategically, can amplify your message and drive results. Whether you’re exploring the possibilities of print, digital, or an integrated approach, we’re here to help you achieve your marketing goals.

Conclusion

Let’s have a conversation about how print can complement your marketing strategy. Contact us today, and let’s build your business together. Your success is our ultimate reward, and we’re excited to be part of your journey.