1. Tactile is more memorable

Time and time again, we see that the tactile and memorable pieces of print make an impression on the reader in a way that other marketing channels struggle to replicate. Human touch is a powerful form of non-verbal communication and triggers memory stimulants.

There’s nothing like holding a piece of paper in your hand to tantalise the senses - from vibrant colours saturating the page, to the smell of popcorn for a cinema ad, or the addition of embellishments, all have a positive impact on consumer’s recall of a brand.

Print products that are designed and printed with thought and creative flair reflect the quality of a high-end product in the mind of the customer. According to a Toluna survey into New Zealander consumers’ preference, 57% of Kiwis prefer to read product catalogues in print. These stats are repeated over and over in similar surveys.

Print always comes out top in consumer recall and response.

2. Targeting is personal

The definable benefits of using direct mail to impact a specific audience are so clear that this method is once again seeing a resurgence.

A study conducted by Canada Post Corporation found direct mail’s motivation response was 20% higher than digital media, even more so if it appeals to more senses beyond touch. From this direct approach, brands can record exactly how many respond, what they buy, when they buy it and other relevant statistics. 

In a genius campaign that used print’s unique connection to our senses, the Bank of New Zealand (BNZ) sent packages of shredded, old bank notes to homeowners across the country to illustrate how much money they could be wasting on unnecessary home loan interest and how their bank could save them $156,000 on a typical $300,000 home loan. The mail out literally allowed customers to weigh up the cost of switching home loan providers. BNZ’s home loans jumped 13%, bank preference increased 11% against BNZ non ‘main bank’ customers, and they increased their mortgage lending by $600 million.

Read the full case study...

 
3. Print creates immediate engagement

Print is a silent disrupter so it has the ability to inspire instant engagement. Newspapers outperform nine of ten media platforms for gaining cut through and lifting recall, with more than one in three (39%) saying they recall seeing a print ad at the outset of their buying cycle.

In the wake of such results, brands are rethinking their marketing strategies and integrating a strong print channel to utilise its many benefits.

"More importantly, brands need to begin thinking like their customer and understand how their target markets are accessing information and consuming content." says Larry Myler, contributor at Forbes.

This strategy paid off for Nestlé in their direct mail campaign for Chunky Kit-Kat in a direct mail campaign where they replicated cards the post office use to alert you that they couldn’t deliver your package, this time because it’s “too chunky for your letterbox”. The card offered a free Chunky Kit-Kat from the recipient’s local newsagent. The result was that 87% of recipients redeemed the offer. That’s a massive response rate for their advertising spend.

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DESIGN SERVICE

The visual impact of professional quality graphic design is crucial to the success of all your marketing products.

Our designers are fast, creative and professional. We can add to your existing products or create a beautiful design from your ideas.

Glide Print supply all design work from simple tasks like getting your artwork ready for print to creating complex documents such as annual reports and marketing packages. We work closely with our clients to make sure your branding is consistent and the print quality is excellent across all your products.

All of our designers are based in Australia, we don’t outsource our work overseas. You receive personal attention from someone you can talk to and meet. It’s all part of Glide Print’s outstanding service to you.

Like all our products, we supply our design services at Glide Print’s competitive prices.