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For brochures, advertising and posters, we must not only choose the right words and images, but also package and deliver them in a way that stirs the imagination.

Marketing In Print

The landscape from which we collect and exchange information has irrevocably changed. With an ever more array of media channels available, pragmatic choices about the where, when and how communications are carried for the best return have to made. Marketing in print will play a more significant, creative and integrated role in that placement than ever before.

Original image cjcj

The Power to Move the Reader

The ability touch individuals and build willing audiences with material that makes them stop, look and think can only be accomplished with compelling content. The flexibility and adaptability of ink allied with the variety of materials it can be printed on provides that sensual compulsion.

Marks Over Time

The written and printed word has an illustrious history of creative abundance that has brought forth the mundane, mediocre, extravagant and extraordinary.

From simple scratches on clay, the means of recording, recollecting and informing has developed into a complex technical visual language that we are constantly reviewing. But the underlying principles that govern any physical record that relates and informs remain constant, to be recognized and understood quickly and clearly.

Wherever information needs to make an impression, marketing in print encapsulates this. Solid representation of the facts; tales of glory and endeavor; education of the masses; teaching on new ways of doing things; news of important past or future events..

Ink still has an important role in marketing and promotional success. As the workhorse of any campaign, print is the most widely used and direct method of communication for any information, sales, marketing and promotions used by business and organizations. From brochures, catalogues, direct mail promotions, press advertising and point-of-sale, when employed well, printed marketing clearly sign posts the next step, whether that be to influence, instruct, persuade or sell.

The debate about print and online marketing

The internet has created a situation where people can get any amount of information, on any subject, at any time. This creates a problem for marketing in print. The in ways in which it can reach an audience that has ever more diverse means of retrieving information at it's disposal is limited. Also in the past print marketing campaigns have been difficult to measure, so justifying spend and anticipating return on investment has been a hit and miss affair.

Emarketing evangelists would have you believe that print, although not dead, is in pretty bad shape. They rightly point out the ease of gathering statistics, measuring analytics, keywords and click through from permission based online marketing. Though the results of playing the numbers game in this way is that people are even more inundated with e-mail newsletters; blogs; RSS feeds; webinars--and special video events, not just on a daily basis but by the hour. The more they receive the more they disregard. This increases frequency to in order to meet mail targets. So even more email is junked.

Experience suggests that other than important mail from clients or colleagues, more and more email is being automatically deleted as it arrives; including the ones, originally thought important enough to sign-up for and have delivered.

Relying on e-mail campaigns, opt-in forms or advertising online cannot be the only ingredient in the marketing mix. Marketing in print will be making a comeback, supported by all the benefits that the web and internet tools provide.

Print's limitations are also its strength. Marketing in print still offers a unique ability to develop distinct and individual audiences attracted to services and products by desirable and compelling creative content. Print is more alive than ever, because it provides an opportunity to really distinguish yourself and stand out from the crowd.

Marketing in Print | Creative Components | The Editorial Hand | Print Issues