Despite a time of the highest use of digital media during Covid, Roy Morgan research is still showing that print continues its growth as the more highly valued marketing medium for customers.

An overwhelming 83% of catalogues read are printed hardcopy, compared to digital sitting at just 3%. In addition to readership percentages, the catalogue’s audience reach remains steady at 20.1m Australians.

Print media is a recession-proofing channel. Roy Morgan analysis of catalogue readership following the GFC shows that catalogue volumes increased by 8.64% and have remained high for a decade now, despite this period of great media disruption.

‘Australians don’t live and breathe one media channel, we watch television, we listen to the radio, we read catalogues, we go online.

‘We move between media all day, every day and because of this we see brands like
Chemist Warehouse, Bunnings, Woolworths, ALDI and others using all channels to communicate their brand and product messages into
the homes of every Australian.

‘People report catalogues as being a useful medium because they help them save money,
compare products, research brands and build menus in their home environment.’

Kelly Northwood, Chief Executive Officer of The Real Media Collective
in their report, Print Reigns Supreme.

Print is well-read and well-liked. It’s not only a useful media, it drives brand equity, product recognition, and increased sales. So how do you use your print marketing better? Short of walking in the door of millions of potential customers yourself, no other marketing option provides the personal relationship and emotional response of hands-on print.

IF YOU DON'T HAVE QUALITY PRINT PRODUCTS,
YOU ONLY HAVE HALF A MARKETING STRATEGY.

1. PRINT ALLOWS YOU TO RISE ABOVE THE DIGITAL RACKET.

Consumers are becoming blinder to digital marketing at an alarming rate. Print captures attention. In a fast-moving world where your marketing message lasts for a nanosecond and can disappear into cyberspace, talk to your customers with products they can touch, see and read without a swirling mass of distractions competing with your message. Email that goes to the Junk folder will never have the same impact as a brochure received in the mail. Wouldn't you remember a company who sent you an actual gift voucher instead of a discount code?

2. PRINT’S PHYSICALITY GIVES IT A MEANING AND IS KEPT FOR FUTURE REFERENCE.

Consumers also report feeling valued when an organisation sends them communication, a super useful key to maintaining brand loyalty in a fickle consumer world. Here’s some interesting stats on how people respond to print marketing received in the mail:

• 74% of Australians give complete attention when reading compared to 61% providing attention to email (Accenture, 2020).

• 65% read every item received compared to 52% reading every email received (Accenture, 2020).

• 56% always share with other members of the household (Accenture, 2020).

• 62% of Australians feel important when they receive mail and 56% of 18- to 34-year-olds trust mail (Accenture, 2020).

• 43% made a purchase as a result of direct mail and 58% were likely to make a purchase from receiving mail (Accenture, 2020).

• 74% of Australians make an online purchase from reading mail and 47% go in-store (Accenture, 2020).
  

3. ARE YOU PRESENTING ALL YOUR PRINT PRODUCTS IN YOUR BEST INTEREST?

How are you promoting yourself? Instead of handing out a flyer and your business card, have you thought about an attractive presentation folder that speaks of quality and confidence in your service? Spread your brand across multiple products that tell your client you’re successful and more than capable of supplying their needs.

4. ADVERTISE YOUR PRESENCE.

You can create as many social media posts as you can fit into a day, but nothing says "we're here" like an actual photo of your business premises. Signage has come a long way. Your physical presence promotes confidence. Why not advertise it with an eye-catching banner, sign or window decals? Pictures paint thousands of words. Show an image of your store front on all your digital media too. It says legitimacy and credibility. 70% of people are more likely to remember a brand that they see in print versus online advertising.

5. LEAVE THEM WITH SOMETHING TACTILE.

A well-produced brochure, booklet or business card says a lot to your customers about how much you value their business and the value of what you're offering them. It gives actual weight to your presence and resonates well with your clients. People read print faster, remember what's in print far longer and more accurately than what they see on a screen.

6. FIND A GREAT PRINTER.

Not all printers employ craftsmen who can successfully print every product. You have to know paper and ink and design and how they all work together. We do. One of our recent clients who wanted an unusual print product made said, "We like working with you because we can just give the project to you and you get it sorted." That's us. Personal service costs no more at Glide Print. It's what we do. We know print.

Contact us and use our decades of experience in the industry to increase confidence in your business and raise your marketing impact.

Glide Print, we're your print solution.

All our knowledge and skill come at no extra cost to you so you know
you're getting the best quality for your budget and the process will be an easy one for you.

We're here to help.

If you'd like to find out more about the best way to create your a-frames
call us on (08) 9221 7514 email us or request a quote.