The power of print in the marketing mix
Print has authority, and 2018 saw some of the biggest brands around use print to cut through the noise and stand out from the crowd, to build brand awareness and restore consumer trust. KFC’s ‘FCK Shortage’ campaign - which saw full page print adverts placed across the national press to apologise for the chicken shortage - won them a ‘Best Topical Campaign’ award.
Or Facebook - a tech giant, who also turned to print to restore their reputation and to apologise for the Cambridge Analytica scandal, as well as launching a quarterly print magazine, ‘Grow’, aimed at business leaders and executives. This marks an interesting move into a multi-channel approach, which uses print to support their digital roots.
There are many stats, facts and figures we could quote, but marketers are already aware of these; they understand the role that print plays. This tried and tested channel has impact, gets response, and is remembered... Print’s Charming - we all know this!
It seems, though, that marketers avoid using print within campaigns for many reasons: lack of knowledge; misconceptions about the environmental impact; the time and resource of organising a print campaign, or the time it takes to actually print and reach the consumer.
But these reasons to avoid print are unsubstantiated.
You can visit our website at www.reachprintingservices.co.uk to find out more about the environmental impact of print. But the facts are simple: paper is based on wood - a natural and renewable material. The recycling rate in Europe in 2016 was 72.5% - the highest in the world, which means that paper, if sourced from sustainable forests, can be recycled, whilst virgin fibres enable the recycling process to continue.
Probably the most common misconception is that print has a long lead-time. Print can be turned around very quickly; for example, our print & insert advertising campaigns mean that upon receipt of your print-ready artwork, we can print your material and it can be in the hands of millions of your consumers within 48-72 hours. This means that brands, retailers and marketers can ensure content is up-to-date and price points are competitive, thus enabling quick response to changing market Conditions.
Resource & Knowledge
We understand that many businesses have lost resources or lack comprehensive knowledge when it comes to print, but it doesn’t have to be complicated. Choosing the right print provider is essential. You need a provider who understands your end goal; who can advise you on choosing the right paperstock for your campaign; offer you alternative formats and finishing options, as well as distribution methods. All these decisions can impact the overall cost of the campaign hugely, if not considered early in the planning stage.
Reach Printing Services can support you from design right through to print and distribution, to ensure that your campaign is delivered on time and in budget.
Print’s Charming - and when used as part of a multi-channel approach, it has been proven to get response from a dedicated audience.
Reach Printing Services