When it comes to engagement, though, the power of print – the touch, feel, texture and immersion offered by a printed piece – exerts a powerful pull.
So why are so many marketers ignoring print in favor of digital? Joe Pulizzi, founder of Content Marketing Institute and all around savvy marketer, has some ideas.
Pulizzi notes that “only about one in three marketers use the printed channel as part of their content marketing strategies. Marketers today are so focused on digital channels that they’ve all but forgotten the power of print.”
And powerful it is, as Pulizzi outlines in his recent blog post. Print grabs attention, builds customer retention and lets people unplug. In a digital-heavy work world, who doesn’t like to drift away for a while with feet up on desk, reading the latest issue of your industry news?
We believe the time is ripe to debunk some common (and troubling) marketing myths about print. And since nearly 90% of consumers say they want to receive print marketing collateral related to promotions and sales (according to Nielsen Research), it’s time to deliver what the customer wants.
A little self-promotion here — We especially support debunking the last myth, “All Printers are the Same.”
As the author says, “A good printer can answer any questions you might have about the printing process, as well as offer suggestions on which special options to use or how to improve the look of your materials.
Amen to that. A good printer becomes a trusted resource and a part of your business. At Freeport Press, we’ve been in continuous operation since 1880; we’ve seen print rise, and fall and rise again. We respect the medium, and it respects us. That doesn’t happen overnight, and it doesn’t happen by accident. Get to know us a little better.