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I’ve been working with the Printing Industries Association, Inc. of Southern California (PIASC) on an on-going campaign called “Choose Print.” One of the campaign’s primary goals is to educate marketers about print’s effectiveness as a marketing tool. Although I’m personally a big believer in the power of the printed word, even I was surprised by some of the research-based statistics on which the campaign is based.

This month’s article is adapted from one of the articles I wrote for the campaign. If you need help developing some printed marketing materials for your business, give me a call!



THE POWER OF PRINT


In a world that’s gone increasingly digital, many businesses are questioning whether there’s still a place for print – also known as “ink on paper” – in their marketing mix. 

The reality is that print is a very powerful media…and its power is multiplied when used as part of a multi-channel campaign. Print enhances the impact of other marketing channels by providing an extra dimension that’s warm, inviting and highly personalizable. You can use it to reinforce your brand’s message, introduce new products or services and drive traffic to your website.

From printed ads in magazines and newspapers to postcards, direct mail packages, catalogs, door hangers, newsletters, billboards and more, there are numerous ways that you can use print to effectively increase your sales. Here are some of the many reasons why print is such a powerful driver of both on- and off-line sales:

Print Gets Read – 80% of households either read or scan advertising mail sent to their household.[1]

Print Gets Response – Perhaps because it gets read (see above), print can deliver very strong results. For example, catalogs have the second highest response as a marketing option, after telemarketing.[2]

Print Influences Decisions – A 2009 survey showed that 76% of customers have been directly influenced by direct mail to make a purchase.[3]

Print Drives New Business – Want to introduce your business to some new prospects? 39% of customers tried a business for the first time because of direct mail advertising.[4]



[1] United States Postal Service (2007). Household Diary Study

[2] DMA Response Rate Report

[3] 2009 Channel Preference Study

[4] 2008 DMA /Pitney Bowes Direct Mail Survey





CUSTOMER SPOTLIGHT: CHOOSEPRINT.ORG

Print Promotes Forests. Print Delivers Results. These are the two driving messages of the Printing Industries Association, Inc. of Southern California’s (PIASC’s) on-going campaign, ChoosePrint.org. To get these messages across I helped PIASC write a brochure, website, postcards, press releases, articles, direct mail letters and more.



What Others Are Saying

"Each time I work with Linda, I am reminded just how well she understands marketing. Linda understands the principles of marketing on a psychological level. She sees the bigger picture. She is pragmatic, insightful and incredibly fast."

Kristine Putt,
Owner and Brand Identity Designer, Paragon Moon