In an age where marketers are often short on time and overwhelmed by a sea of competitors, digital can be a comfort blanket. It’s targeted, immediate and widely accessible. Not to mention that digital communication has become our second nature, and continues to pave the way for the future of marketing.
But the digital world is more saturated than ever; and while it has the capacity for exhaustive targeting, marketers currently face the dissociative effect of the screen. We scroll through newsfeeds, flick through websites, and subconsciously skim through the noise to find select pieces of information. Our scrolling may count as an impression, but how much of an impression was really made?
This is where print marketing prevails. Its physicality and touchability is enough to engage with our senses on a deeper level. Touching a piece of print sparks a feeling of ownership and engages with deep neural processes in the brain that, in turn, create a positive impact on our memory and emotions. Even seeing a physical object is likely to trigger a stronger reaction than digital marketing. The impact is not dissimilar to receiving a Valentine’s card.
Remember the short-lived eCard? They gained popularity as a novelty, and the fast turnaround time was convenient, but they swiftly became associated with laziness. Their Google search rates have declined to lower than 1% of their previous rates.
On the other hand, physical Valentine’s cards have endured the test of time; in 2017 the UK spent 53 million pounds on Valentine’s cards. They’re a simple expression of love, but they have the potential to make a solid emotional impact. They’re touchable and keepable. Passed from one hand to another. Proudly displayed on the fridge door.
Print marketing should take advantage of this deep and evocative impact. A piece of print or a door drop with something a little special, useful, or wholesome can have a rousing effect on the consumer’s long-term brand awareness and desire to act. It simply makes the brand stand out from the crowd in a sea of average offers.
Take the collaboration between letterbox flower delivery service Bloom & Wild and Liberty London as an example. As well as the cardboard packaging being practical and informative, the brands have gone to extra lengths with their intricate, limited edition, floral designs. A memorable campaign, they are pieces of art, and potentially can be re-used as attractive storage boxes.
Like a Valentine’s card, the Bloom & Wild and Liberty London collaboration is enduring both mentally and even physically.
Looking to make an impact on your target audience? Contact our team to find out about our range of print networks.
Image credit: Bloom & Wild featuring Liberty Print bouquets