Digital media has a breadth of qualities that heartily appeal to our modern world. In an age where most of us are 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 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 hefty hurdle of 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, creates a positive impact on our memory and emotions. We know that even seeing a physical object is likely to trigger a stronger reaction than digital marketing. The impact is not dissimilar to recieving a Valentine’s card.
Remember the short-lived eCard? At first their novelty and fast turnaround was appealing, but they swiftly became associated with detachment and laziness, and their Google searches 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 with a potentially impactful effect on the receiver’s brain. They’re keepable and touchable, as Valentine’s card is passed from one hand to another, driving further positive responses in the brain.
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 acclaimed 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 gorgeously 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