How many times have you hit “delete!” without reading that unwanted email promotions? Yet when it comes to a postcard, flyer, or door hanger, you will physically pick it up and look at it. And more often than not, you cannot help but look and see its message.

Commercial printing is a physical medium that creates a distinct and tactile experience, which can be more effective at grabbing attention and breaking through the digital clutter than online advertising. Print’s multisensory experience increases the likelihood your audience will remember what they saw and read. Printed pieces can also be enhanced with finishing such as soft touch covers, foil stamping, embossing, metallic inks, spot varnish, and more, to increase the tactile experience and memorability.

One of the primary advantages of using commercial printing for marketing is the fact that it is a highly trusted medium. In today’s world of deep fakes and digitally created realities, consumers perceive print as being more objective and reliable than other advertising channels.  Because of this, consumers tend to be more receptive to the messages and information conveyed through print. Over time, the printed word has become synonymous with accuracy. Brands that utilize print as part of their marketing plan can be seen as more trustworthy. 

Printed materials have an element of permanence that digital content does not, and printed pieces are less likely to be discarded or forgotten. How many of you have a flier, a handout, a postcard reminder, or a promotional item still laying about, long after the e-newsletter lost in the in-box? Digital elements have the danger of being out-of-sight-out-of-mind. A printed promotion or reminder on the other hand is much easier for customers to save and recall.

Additionally, commercial printing allows businesses to target specific audiences with precision, ensuring their messages are seen by the right people at the right time. You can develop direct mail lists, and enhance the personal appeal with variable data to reach your potential customers by name. Or your technicians can leave behind promos near the locations they have serviced; you can hand out business cards or flyers at your networking event; create targeted “win back” lists or thank-you and seasonal cards or special gift cards for loyal customers. Print has numerous opportunities to specifically target your audience, giving you the most bang for your marketing buck.

Printed priced contain numerous creative options to help them stand out, and capture your brand personality. For example, paper choice can speak volumes about your business. Is it a special occasion, calling for a pearlized paper? Or is your brand best represented by a craft paper with natural fleck? Perhaps simply a better quality eco-friendly cover stock speaks volumes in an understated way about the quality you will provide.

Print also offers unlimited creative design options. When the standard trifold just won’t do, your limit is your imagination and what matches your brand. 

Ready for an inspired idea? Check out the super-cool origami brochure we concepted, designed, and printed for HBNS, featured as fold of the week at the Fold Factory.

Let’s face it, some people just like print. While more and more people communicate primarily with digital means, a percentage of the population still likes reading actual printed materials. Call them old fashioned if you will, but plenty of boomers and gen-x still like to read something in print. If your target market includes 40 and older, print is an important way to reach them.