PRINT MARKETING
become more of a challenge to get your message in front of the right people in a meaningful way as you fight against competitors for space in people’s online timelines. “Print cuts through the digital noise and offers a form of escapism” Print’s tangibility feels ‘human and real’ against a backdrop of fleeting, competing communication vying for people’s attention. It’s engaged with, and remembered by, people of all ages – even younger and more digitally engaged audiences. Print cuts through the digital noise and offers a form of escapism – when someone picks up your print, you have their undivided attention.
The power of print The St Austell Printing Company explains how the sustainable and effective use of print can deliver added value to your marketing. For many hospitality and tourism businesses, the rule book for marketing has been thrown out of the window, as we adapt to an ever-changing situation of social distancing, lockdowns and business closures. With emergency business planning and budgets being stretched further than ever before, it’s crucial to ensure that all marketing platforms justify their investment – and it’s never been more important to use print to make an impact.
49% more effective than email and 35% stronger than social media advertising.
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TALKING TOURISM
The Covid-19 pandemic has seen an increase in the number of people spending time online – and of course, businesses have followed this trend with reports of a significant increase in online advertising throughout 2020. However, this means it has
You’re selling something aspirational; a romantic weekend away, a family holiday or a day out making memories. This is a decision led by the heart, with foundations built to inspire and excite, combined with a hunger for credibility. By using a paper stock which feels distinctive or specialist finishing such as foiling to capture people’s attention, you can promote the quality of your offering. Print also creates an emotional connection with the reader. Quality print helps to promote trust and because it’s a multi-sensory experience, the reader’s brain reacts and retains the information differently to other marketing platforms. “It’s not unusual for brochures to live on a coffee table for weeks” If your print is of exceptional quality, then it’s more likely to be retained for longer. It’s not unusual for brochures to live on a coffee table for weeks, being revisited and leafed-through. High end retail brands are now using printed brochures and catalogues more than ever, combining aspirational lifestyle images with beautiful paper stock and specialist finishing to create a showcase for their brand. Print can now be used so creatively and in tandem with digital marketing to develop a trusted and long-lasting relationship with customers, encouraging them to engage with your brand and ultimately entice them to complete a purchase. “94% of mail is engaged with in some way and is 49% more effective than email alone”
SPRING 2021
