Marketing methods have changed considerably over the years. Before the internet and social media took off in a big way, businesses would spend the bulk of their marketing budgets on creating various printed marketing materials, including booklets, brochures and magazines. But that doesn’t mean that printed marketing materials are now obsolete—quite the opposite. Printed marketing materials still have an important function. As a result, printed materials such as printed booklets should be included in company marketing strategies where appropriate.
Businesses are still turning to print marketing to increase brand awareness and generate revenue. So, why do print marketing materials such as booklets work so well in catching consumer attention?
Research has shown that printed media is easier to digest than digital media. For example, one neuromarketing firm found that it requires approximately 20 per cent less cognitive effort to read and then process print media than digital. Plus, the ability for viewers to recall content was around 70 per cent higher in print than it was for recalling digital ad content.
Consumers also feel more of an emotional connection to printed media. Several studies have shown that print media instigates a stronger emotional connection than digital media, which people sometimes struggle to connect with through a screen. By physically browsing through a tangible booklet, consumers can feel more connected with your business than they would if they saw a social media advertisement.
One of the biggest challenges for business owners is getting their companies in front of their target audiences. For that reason, well-designed booklets are excellent. If they are eye-catching and pleasing to look at and touch, customers will be more likely to pick up the booklet and spend some time flicking through the pages. While they may not decide to purchase a product or service there and then, they will remember your business because of the booklet. That is why it is vital to invest in the design of your booklet. However, if you do not possess the expertise to create an aesthetically pleasing booklet, consider hiring an external graphic designer to do it for you. They will know how to create an eye-catching booklet that appeals to your target audience and communicates your message clearly.
A good marketing strategy utilises both digital and print marketing to reach target audiences. Creating a booklet to advertise your business, if done correctly, can aid your digital marketing efforts. For example, if you create a product brochure, make sure to include details about your website and the social media channels you operate. If readers like the look of your business, they’ll want to learn more about it via your website or social media channels, so make sure they know where to look! For example, adding QR codes to leaflets makes it easy for readers to access your website.
Over the years, consumers have grown distrustful of brands. That is why it is more vital than ever for businesses to show consumers that they can be trusted. To instil consumer trust, businesses should create compelling print marketing materials. One study found that almost 60 per cent of consumers trust print marketing, including booklets, more than other forms of marketing. In the age of online scams, consumers are growing increasingly suspicious of ads, particularly those on social media. Which? research shows that 80 per cent of people have seen or have been targeted by a social media scam. On the other hand, a printed booklet proves that your company is genuine and that you offer reputable products and services.
Getting booklets printed is a great way to increase exposure over a long period of time in a cost-effective way. When you pay for a social media advertisement for a set amount of time, for example, 30 days, the ad will show until you stop paying, and then it will no longer be shown to your target audience. On the other hand, when you pay for a batch of booklets, they may be in circulation for several months before being thrown away, meaning hundreds or thousands of people have the opportunity to read them. For this reason, your booklets must be created to last. Creating booklets on thick gloss or silk paper increases their lifespan considerably.
The reality is that both digital and print marketing have their benefits, and excluding one to focus solely on the other is an unwise exercise. By excluding one, you’re reducing your businesses’ reach. Roger Dooley, a behavioural scientist, said it best: “Rather than an all-digital world, it appears that a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will perform best.”