AR, VR, and Other Ways to Use Technology in a Print Campaign

QRticketsFrom the affordable headsets that take users into another setting or world via virtual reality to games like Pokémon Go and even children’s coloring pages, technology is impacting the way we live and seek out entertainment. It may seem like virtual or augmented reality is firmly fixed in the digital world (and therefore of no interest to those who create and use printed pieces), but a surprising amount of technology can be incorporated into printed media.

Augmented Reality and Printing

Augmented reality technology provides an overly to the “real world” you can see via your phone’s camera, adding digital elements to the space around you. Pokémon GO is the best recent example of AR in action, and retailers like IKEA also use it to allow you to see what furniture pieces would look like in your own home.

Adding AR elements to your printed pieces gives people a whole new way to interact with your postcards, business cards, catalogs, and more. It also adds an element of fun and makes it more likely that the recipient of the piece will want to hang onto it and even show it off.

While not everyone will “get” AR right away, recent hits like Pokémon Go show that AR can be accepted by a wide group of ages and demographics. From including an interactive game in your materials (as Toys R Us did in a recent catalog) to using a playful mascot or other element, creative use of AR can help your printed piece make a splash in the real world.

QR Codes

Those little square barcodes are an ideal match for printed pieces and can bring visitors to your site. Since QR codes are designed to be read with a smartphone, you give the person holding your printed material the ability to visit your site in an instant. Use a QR code on your printed piece to link to a special offer, unlock content, or even provide additional information. QR codes are small and won’t take up much space on your printed materials, and incorporating one allows your prospects and recipients to interact with your business in a whole new way.

QR Codes and Virtual Reality

Immerse your reader in your printed materials by providing a QR code that links the viewer to a virtual reality experience or unlocks additional content. If you already have a VR showroom, game, or content, then making it easy for users to access it by simply scanning a QR code ensures you get plenty of extra traffic, without taking up space on your materials.

Variable Data Printing

This type of technology won’t change the look of your printed pieces, but it can help personalize the materials you create. Your customer won’t notice anything special about the printing, but they will think you’re really in tune with what they want and need.

The ability to create on-demand pieces that match your customer’s preferences boosts the likelihood that your offer will resonate with them. Used primarily in direct mail, but adaptable to other pieces, variable data printing allows you to target the elements used in a specific piece to the intended recipient. This technology is particularly useful for targeted marketing campaigns with a personal touch.

Adding a dash of high tech to your printed materials gives you additional ways to connect with customers and helps you get the most from your printing investment. Your pieces are also more likely to start a conversation, grab attention, and even be saved by the recipient, boosting their long-term value and ensuring your brand is remembered when your prospect needs something.


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4 Stubborn Business Myths

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Entrepreneurs know that owning a small business takes dedication, passion, and hours of concentrated work. You may run into obstacles that test your business and your perseverance, obstacles that are norms in the world of business which each entrepreneur must learn to navigate. However, there are some obstacles that you may be facing without realizing it. Those barriers are stubborn business myths that just won’t go away because people believe them, even though they aren’t true.

1. It’s not what you know but who you know.

In the course of doing business, business owners or potential business owners come up against this belief time and time again. However, while it is true that knowing the right people may help you get started or get access to some deals, in most businesses it is expertise, experience, and skill that propel you forward in business. If you can provide the solutions customers want, they will refer you to their friends and family.

2. Nice guys finish last.

This myth is a holdover from the era of Western movies and superhero comics. Nice guys (always portrayed as pushovers or wallflowers) finish last because the villains and heroes walk all over them. In film, this may be true. After all, Tony Stark isn’t a nice guy. He is an arrogant, self-centered genius. However, The Avengers aside, in real life, nice guys finish first quite often. While a person with low self-esteem who doesn’t speak up will not be successful without change, a courteous business owner is appreciated immensely by customers and vendors.

In today’s modern world, people are used to dealing with machines, poorly-paid clerks, and online shopping. Finding a business person who is willing to offer them genuine customer service, build a relationship and spend time getting to know them to better serve them is rare. Many people are happy to pay more for real customer service. Therefore, being a “nice guy” is valuable to your contacts. They will remember your excellent service and come back for more.

3. Don’t work hard. Work smart.

This myth is one of the worst business myths out there. There is no way you can run a business without working hard. Hard work is what separates the “men from the boys” as entrepreneurs. Successful entrepreneurs put in hours of labor to get their businesses off the ground. Working smart is just another way to say that there is a workaround or that you can find a way to skip the hard work. It just isn’t possible in reality. If you aren’t willing to work hard, you won’t make it in business.

4. It’s called work for a reason. It’s not supposed to be fun.

All work has elements that workers do not like to perform. It might be the paperwork that you need to fill out for each customer or the data entry on your last case. However, why can’t work be fun?

People who find work that satisfies them are much happier in life. That happiness translates to their work and their interactions with co-workers, customers, and vendors. If you love to sell, create graphic designs, or help customers find what they are looking for, then you ARE having fun at work. In fact, many companies are now providing their employees with ways to have fun at work to help reduce stress and fatigue.

So go ahead and have fun while working! It can only improve your outlook and production. Work can be fun.


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What You Need to Know About Color in Design

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In a recent study conducted by KissMetrics.com, visual appearance and color ranked more important to consumers than just about everything else when viewing marketing materials. In fact, ninety-three percent of people who responded to the survey said that visual appearance (which color is a part of) was the most important factor they used when making a purchasing decision. Only six percent said texture, while on percent placed a heavy value on sound and smell.

Color and Marketing: Breaking it Down

Along these same lines, an incredible eighty-five percent of consumers said that color was THE primary reason why they chose to buy a particular product or service. It goes without saying that the right color design is the perfect place to start with your marketing materials.

In terms of your long-term success, one of the most valuable resources that you have available to you is and will always be your brand. It’s something that lives on long after a purchase is made. It’s the narrative and the set of strong, relatable values that are at the heart of your business. Additional studies have shown that the careful use of color can increase brand recognition by up to eighty percent, which, in turn, goes a long way towards increasing consumer confidence at the same time.

But What Do Colors Mean?

However, none of this is to say that your marketing materials should be jam-packed with as many colors as possible. Quite the contrary, in fact. Different colors have all been known to affect people on an emotional and psychological level in a variety of ways. Consider the following:

  • Yellow is often associated with optimism and youthful enthusiasm. This is why it’s often used to grab the attention of people like window shoppers.
  • Red is almost always associated with a sense of energy and excitement. In fact, red is a great way to create a sense of urgency in your readers (and when used right can even increase their heart rate, too!)
  • Black is considered to be very powerful and very sleek, which is why it is usually used to market luxury products.
  • Green is normally associated with wealth – which makes perfect sense because money is green. It also happens to be the easiest color for the human eyes to process, which is why green is often used to underline important information in marketing copy.

To that end, it’s important to use different colors depending on exactly what it is you’re trying to accomplish. Are you trying to highlight an upcoming clearance sale and want to create a sense of urgency? Make sure those fliers and posters have as much red on them as possible. Are you trying to attract the attention of a more sophisticated level of clientele, or do you want to positively influence the overall impression that people get when they see your products? Try using as much black as you can.

Color is a powerful tool when used correctly, but it’s important to remember that it is just one of many. But, provided your use of color matches up with both your audience and your long-term objectives, you’ll find that it can be a terrific way to put your campaigns over the top and start generating the types of results you deserve.


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Make Customer Loyalty a Bigger Part of Your Marketing Efforts

custLoyaltyIn the early days of your business, the goal of your marketing program was essentially a singular one: you tried to get your product or service in front of as many eyes as you possibly could. Once you’ve established yourself, however, it’s time to switch gears a little. According to most studies, it’s between five and twenty-five times more expensive to gain a new customer than it is to keep one of your existing ones. This means that if you’re not already making customer loyalty a significant part of your marketing efforts, it’s about time to get going on it.

What a Difference Customer Loyalty Makes

According to a study conducted in 2014, seventy-three percent of consumers said that loyalty programs should be the way that brands show loyalty to their existing customers. Regardless of which way you choose to look at it, even instituting a modest customer loyalty program can have significant benefits across your entire organization. It can help make your marketing more appealing to new customers, as well as lead to higher levels of engagement with existing ones. That engagement breeds retention, which research suggests creates a situation where your average customer will be up to five times more likely to only buy from you in the future.

Also, remember that increasing customer retention (which these types of loyalty programs are great at doing) by just five percent can boost your profits anywhere from twenty-five to ninety-five percent, according to Bain & Co. Let that sink in for a second.

Building a Customer Loyalty Program

When you begin to institute a customer loyalty program for your business, the biggest mistake you should avoid is one of perspective. Remember that what you’re trying to do is show loyalty to your customers, period. Far too many businesses make the mistake of assuming that this is a way for customers to show loyalty to a brand, which leads to the type of ill-advised thinking that generates bad customer service and only ends up with a program few people want to take advantage of.

Assuming that you’re “giving your customer the opportunity” to show loyalty to your business is how you end up in a situation where forty-three percent of consumers say that rewards programs require too much spending to reach the next level, or where points expire before they can be used, or where points are worthless because of all the restrictions they come with. Build a program that lets you say an emotional “thank you” to the people who got you where you are, NOT the other way around.

If you are going to make customer loyalty a bigger part of your marketing efforts, however, always remember the old saying that “variety is the spice of life.” In a survey conducted by Collinson Latitude, sixty-three percent of respondents said that having a wide range of rewards and offers was the single most important aspect that decided whether or not they would sign up for a loyalty program. So the occasional coupon isn’t necessarily going to cut it (pun absolutely intended).

Again, making customer loyalty a bigger part of your marketing efforts is, and will always be, about giving back to the people who helped build your brand. If you make every decision with this one simple perspective in mind, all of the other benefits – from increasing the value of each customer to engagement and long-term loyalty – will happen as a happy byproduct.


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Don’t Fear Your Marketing Competitors. Learn From Them

chessRegardless of the products you’re trying to market, the audience you’re trying to cater to, or the industry you happen to be operating in, all businesses face competition. This is just a fact of life. But it’s important to realize that a competitor isn’t just another company that is trying to go after the same pool of customers that you are. Competitors are invaluable learning opportunities that are just waiting to be taken advantage of, provided you approach things from the right angle.

Learn About Your Audience

One of the most important lessons that you can learn by taking a closer look at your marketing competitors has nothing to do with your competition itself and everything to do with the shared audience you’re both going after. For the sake of argument, let’s say that your number one competitor offers products or services that are very similar to yours.

How is your competition marketing those products and services to that audience? What types of print materials are they designing? What tone do they use when speaking to them directly? What prices do they charge, and why do they feel like the market can sustain that? What values do they choose to single in on when representing their brand?

All of these choices, along with the public reaction to them, can tell you a great deal about what your audience is looking for. Marketing is all about making a connection, and if you can pick up something through observation that you can adapt and make your own to strengthen that connection, you should absolutely take that opportunity.

Learn About the Competitors Themselves

The second lesson you can learn by taking a closer look at your marketing competitors comes down to how they choose to run a business that is very similar to yours in many ways. This goes beyond just the products or services they provide. Look at how they choose to distribute and deliver those products. Look at the steps they take to enhance customer value or build loyalty. Have they recently instituted a rewards program with great success? If you were thinking about doing one yourself, congratulations, someone else just did your trial run for you.

Perhaps the most important thing you should be watching out for when it comes to your marketing competitors is how they react when they make a mistake. These days, everything is essentially an extension of your marketing arm – from the print collateral you’re putting out into the world to customer service interactions on a site like Facebook. Everything is taking place in the public space, which means that other customers (and you and your associates) can all see everything go down in real-time.

Did your biggest competitor have a particularly nasty public interaction with a customer? What factors caused it to occur in the first place? How did the customer react? How did the business react? What did the rest of the audience have to say at the end of the day? Remember that mistakes are only a bad thing if you choose not to learn from them. If you can get someone else to make a mistake and arrive at the same lesson, you come out all the better for it.

Competition in the world of business (and especially regarding marketing) isn’t going away anytime soon. However, it’s not something you should let get you down. Instead, look at it for what it is: an incredible ongoing education into your market, your industry, and even your own business that someone else is paying for.


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3 Tips for More Emotional Print Marketing Collateral

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Despite what you may believe, most people don’t rely on information when it comes to making a purchase. While people do love to do research in advance of parting with their hard-earned money, they rely much more heavily on emotions to guide their decisions. Therefore, it stands to reason that if you want to motivate someone to take action, you should work hard to inject as much raw emotion into your print marketing collateral as possible. Luckily, there are a few key tips you can start using today to accomplish exactly that.

It’s All About Those Colors

Even if you don’t want to fill your marketing collateral with text that drives home emotions, there are a number of subtle steps you can take to instantly provide a richer, fuller experience for your readers. Case in point: depending on the colors that you choose, you could be saying a great deal with your marketing collateral without actually saying anything at all.

Do you want to create a sense of urgency, for example, to really sell how important it is that someone place an order RIGHT NOW before your inventory is gone forever? Rely heavily on the color red to do exactly that. Note that red is also a great way to encourage someone’s appetite, which is why it’s used so heavily in marketing campaigns for fast food restaurants in particular.

Do you want to leave someone feeling calm, tranquil, and powerful? Green is the perfect way to do that. Black is often associated with authority and stability, while purple is a perfect way to signify wisdom and respect. Even oranges and yellows can be a great way to promote optimism, something that would be ideal if you’re sending out marketing materials in advance of a product or service launch to build anticipation.

It’s Not About “Me.” It’s About “You.”

If you really want to convey emotion in your print marketing collateral, shift the focus of your copy to place the emphasis squarely on your consumer where it belongs. Don’t speak to a large group of people; speak directly to one person for more intimacy. Don’t write copy filled with technical specifications about the product; write directly about the experience someone gets and the problem it solves when using it.

At the end of the day, you’re conveying all of the same information; you’re just doing it in a more emotional way. It’s the difference between “this great new product has X, Y, and Z features” and “you have an important problem, which this product solves in X, Y, and Z ways.” Both are technically correct, but only one cuts right to the heart of the matter (no pun intended).

Tie Emotion Into Your Call-to-Action

Finally, learn how to insert as much emotion as possible directly into your call-to-action for the best results. Don’t just say “Contact us today for more information.” Think about the emotions you’re trying to play to, first. If you want to create a sense of urgency, say “to find out how you can take advantage of this deal before it’s gone, contact us today for more information.”

Always try to leave someone with a strong feeling when they get to the end of your copy, be it happy, sad, excited, etc. Exactly what they will feel will vary depending on what you’re trying to accomplish, but if you can leave them feeling SOMETHING, they’ll be much more likely to take that next step.


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The Best Marketing Solves a Problem

diamondDiamonds are a girl’s best friend, right? Unfortunately, not always. After learning about some of the poor working conditions and high levels of violence associated with most diamonds on the market, many girls (and guys) have decided that a conventional diamond is not the ideal expression of their love. While some have turned to vintage pieces or alternate stones, one Los Angeles entrepreneur has provided a third option: high-quality jewels grown in a lab instead of under the ground.

Vanessa Stofenmacher did not know much about the jewelry business when she started VOW, her line of engagement, wedding, and promise rings. To cope with the limitations of current diamond-tracking laws, she opted to have the stones for her jewelry line made by Diamond Foundry, a laboratory that makes diamonds in California.

In her market research, she found that women in their twenties were likely to be concerned about the source of their diamonds. They typically did not mind wearing lab-grown stones as long as they looked as good as natural ones. This research made her line a success; the company, beginning with $8,000 in seed money, was valued at $3 million in 2016.

Don’t Be Afraid to Live Your Values

Many of us feel that, in business, our personal convictions should stop outside the doors. However, if we do not create products and marketing campaigns that align with our own values, the chances are good that they will not hit the mark with anyone else.

By choosing a product that she felt strongly about, Stofenmacher found the characteristic that makes her product line different from every other one out there.

Millennials, in particular, are happy to do business with companies that take an ethical stand. By doing something about your beliefs, you can increase connection and engagement.

Think Like Your Customer

The other thing that Stofenmacher did right was seizing an idea that had been troubling many people in the market for diamond rings.

Is there an issue in your industry that you are in a position to address? It does not have to be an ethical concern. It can be a common pain point, such as:

  • the amount of waste currently associated with a product.
  • the inconvenience of current ordering practices.
  • a lack of educational materials about your product and others like it.
  • an area where prices are out of line with consumer expectations.

By looking at what your customer cares about most, you can increase the chances of creating a product and a marketing campaign that will resonate with them.

Listen to Your Customers

How can you find out what people want? Just listen. Stofenmacher learned about the desire for ethical lab-grown stones by perusing Instagram. You can set up social listening on platforms that include Facebook, Twitter, and LinkedIn to see what people are talking about in your industry. Many brands also use customer surveys in front of gated content to learn more.

Over time, you will find that your customers respond best when you directly address an unmet need. The marketing campaigns based on this concept will get higher levels of engagement, a better conversion rate, and will help you build long-lasting relationships that are good for you and your customers.


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Why Print Marketers Excel At Resonating With an Audience

printAny solid relationship, regardless of the type you’re talking about, has the core foundation of intimacy in common. This is true whether you’re talking about your relationship with your significant other, your relationship with your best friend, or even the relationship between yourself and your favorite brand. If any relationship is going to be successful, it must have that basis of close familiarity or friendship, a warm confidence upon which everything else is built.

So, how do you help cultivate intimacy with someone, particularly regarding a brand and its target audience? Easy. You resonate with them. You focus your efforts not on saying how great your products or services are, but by using images and text to carefully evoke memories, feelings, and emotions within your audience at any and all opportunity. Emotions are something that print marketers have come to excel at over the years for a number of important reasons.

Print is Emotional

One of the reasons why print marketers are so great at resonating with an audience has to do with the natural benefits of print. It’s inherently an intimate medium, especially when compared with something like email. Customers have gotten savvy; they know that even a personalized email is something you probably generated in seconds. A personalized piece of print collateral, on the other hand, took a lot more effort.

You had to think long and hard about every aspect of your print mailer because you only got one shot at it. If your customer ignores Monday’s email, you can instantly try again on Tuesday (or even Monday afternoon). The same is not true of print. You had to go over every detail and every last design choice in your mind to make sure you would invoke every potential reaction. You had to put your heart and soul into it, making sure it was *just right.* You had to send it in the mail and wait patiently to see what reaction you would get.

Customers can feel this. They appreciate it. In a world where they’re constantly being bombarded by marketing messages every time they turn on their smartphones, it’s something they want more of. These are likely the major reasons why 43% of customers find print ads less annoying than online ads, but why they also consider print collateral to be inherently more trustworthy, too.

The Limitless Potential of Print

Another one of the major reasons why print marketers are so great at resonating with an audience is because they know how to play to the strengths of the very medium itself. One of the most exciting things about print is that it is interactive. How you engage with a customer can vary depending on the specific type of customer you’re talking about.

An Email is an Email is an Email

Try as hard as you’d like to differentiate yourself, but you’re still looking at 500 or so words with a graphic or two that are likely being viewed on a small touchscreen device. Print, however, can be literally anything from a gorgeous-looking flyer on a heavy paper stock to a branded coffee mug, key chain, magnet and more. It’s something tangible. Something that your customer can hold in their hands. Something they can share with their friends

To put it another way, print is something real, which is a major benefit that you just can’t put a price on in today’s digital world.

In recent years, forming this type of unshakable bond has become the major goal of marketers everywhere, even going beyond just buying and selling. If you can convince someone to make a purchase, you’ve made a sale. Congratulations! If you can plant the seeds of intimacy within someone and really resonate with them, you’ve just created the type of loyal brand advocate that will last a lifetime. We believe that it’s a technique that print marketers have honed over the years and they’ve gotten exceptionally good at, to say the least.


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The Conduit Theory in Practice – Speaker Willie Brown

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Willie Brown, the former speaker of the California Assembly, never intended to have a political career when he was born. Brown was raised in a backwater town named Mineola, Texas, in 1934, a time when Texas and the South were not particularly conducive to the career dreams of African Americans. To find a better path, his family packed Brown on a train from Texas all the way to California. There, with the help of a professor, Brown found his calling at a state University and earned a law degree from the prestigious U.C. Hastings. However, he was yet to prove his greatest accomplishment.

In 1964, after a second try, Brown gained a seat in the California Assembly. There, he learned simply being unique didn’t get him much. He had to learn how to be a useful broker. In that respect, Brown quietly learned from his legislative tutors like Jesse Unruh and Philip Burton how to become a pivot point, a conduit between the many who want something and those with power. Positioning through legislative committees, Brown went from being a name in the Assembly to eventually to becoming its Speaker, one of the top five positions in state government. Brown held that chair for fifteen years, only to then retire and become the mayor of San Francisco in his later years.

Becoming A Conduit Point

For a business, Willie Brown’s story is an illustrative one; you don’t have to be biggest, most powerful player on the market to become instrumental. Brown, as an African American politician in the 1960s, was clearly not in the position to leapfrog right away to leadership or the Governor’s office. However, he did find a position that everyone needed and had to go through to get something. By identifying how and becoming a conduit point, Brown secured his future, which is what successful businesses do in their market.

A conduit point isn’t just limited to being between end retail customers and suppliers. Conduit businesses can easily do the same in the business-to-business market as well, often producing far greater revenues than they would on the retail side of things. However, positioning can be a challenge. One needs to see the entire market, not just a segment of it. Getting to the forest level instead of the weeds allows a business player to identify all the connection points and where being a conduit has the greatest potential for producing revenue. It also shows what is needed to be successful in that particular position. Sometimes some potential conduits are too challenging, and others may offer too little in reward for the effort. Picking the right market position takes some experience, which means a business needs to research well and study peers, suppliers, buyers, competitors, and middlemen. No one in a given market should be left out.

Willie Brown was an intensive study of his legislative peers, which is why he was able to position himself so well. He also took lessons from those more powerful than him rather than fighting them, using that knowledge to become one of the powerful ones himself. A growing business can learn a thing or two from his life example.


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Print Marketing: Never Underestimate the Value of Letting Someone Unplug

unplug-greenTechnology is all around us. As recently as ten or fifteen years ago, computers weren’t quite the ever-present part of our lives that they are today. They were usually reserved for when you got home from a hard day at work or school and not something you used all day every day. Flash forward to today, where 77% of adults in the United States own a smartphone according to Pew Research – a device that’s literally more powerful than the combined computing that NASA used to send men to the moon in the 1960s.

All of this may underline how important our digital lives are becoming with each passing day, but it also helps to illustrate perhaps the most critical benefit that only print marketing collateral can bring to the table: that it isn’t digital at all.

The Digital Divide

Technology addiction, and specifically smartphone addiction, is a very real concern across the United States. According to one study, 89% of Americans check their smartphones “at least one or two times a day.” That may not seem too bad, but when you consider that 36% admit to “constantly checking and using” their phones, things get a little more concerning.

Of those surveyed, 21% of people said that they checked their smartphone at least once every hour. When you add in people between the ages of 18 and 24, that number rises to 36%. According to another study by IDC Research, 80% of smartphone users, in particular, check their mobile devices within fifteen minutes of waking up in the morning. Taking a shower? Brushing your teeth? Getting breakfast ready? All of these things take a back seat to finding out what your friends are up to on Facebook or checking your work email account for new messages.

While this may sound alarming, it again perfectly illustrates one of the reasons why print marketing is, and will always be, so valuable. Whether you realize it or not, you’re giving someone a chance to unplug. You’re giving them permission to take a breather from the internet and to check in with something tangible, something that they can hold in their hands, and something that they can pass along to their friends. You’re letting them tap into an experience – a physical one, at that – that people don’t get nearly enough of these days.

What This Means For Direct Mail

This digital divide is likely a large part of the reason why in the last ten years, direct mail response rates have shot up 14%. What else happened during the last ten years, you ask? That’s right – the Apple iPhone was released in 2007 and the smartphone explosion occurred, changing large portions of our lives for all time.

According to yet another survey, an incredible 92% of younger shoppers say they actually prefer direct mail when it comes time to make purchasing decisions – the same demographic who check their phones constantly. These ideas may seem like they’re in conflict with one another, but they really aren’t.

With print marketing, you’re giving people an opportunity to do something they want more of but just can’t seem to find time for: stop thinking about their digital lives for a minute or two so that they can focus on the real world around them. If anything, this is something that is only going to get MORE precious as time goes on, which is why print marketing is and will always be one of the most effective ways to reach out to someone to make a strong, emotional connection that benefits you both.


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