With all these blogs, tweets and texts flying about, it’s easy to believe the hype that print is dead. But here’s why there’s a lot of power left in this revolutionary medium.
The history of print
Print has been capturing people’s imaginations for a long time, with the oldest known printed text, ‘The Diamond Sutra’, created in 868 by Buddhist monks in China. Giving a little insight into the longevity of this medium, it was later sealed in a cave for almost 1,000 years before being discovered in 1900.
It’s Johannes Gutenberg who’s widely considered to be the founder of modern printing though, after he revolutionised the speed and potential output of printing with his printing press in the mid-15th Century.
But, despite that print has lost some of its revolutionary appeal (heralding religious reform and adding fuel to the Renaissance fire, for example), reports that it’s on the way out are greatly exaggerated. (Although, yes, thanks, we do appreciate the irony that this is a digital blog!)
The power of the printed word
As an agency that works across both print and digital, we know there are benefits and drawbacks to both. But we thought it was about time we pressed the advantages of print, because, quite frankly, it doesn’t deserve the reputation it’s garnering as a dying medium.
So, here’s why we think print has a lot of power left in it yet:
- It’s physical.
Magazines, newspapers, flyers — they can stay in our homes for years, unearthed exactly when we need that cake recipe/carpet cleaning company/restaurant name. It’s the same with B2B communications. Case studies, white papers, flyers — they’re often found in company receptions, desk drawers and meeting rooms months, even years, after they’ve been printed. And when it’s a case of right place right time — having a physical calling-card within a client or prospect’s reach can make all the difference to securing their business.
- It’s legitimate.
The internet is rife with misleading pop-ups, false claims and that ever-contentious ‘fake news’. Plus, there’s always a risk that your customers could get lost in a maze of spam and irrelevant hyperlinks as they make their way to the information you want them to read. That’s largely why print media has retained a strong sense of legitimacy. It also goes through a far more extensive publishing process, so people assume that the writers and printers will have made sure their information’s correct before sending it out.
- It’s got brand-power.
Print publications can be an excellent way to solidify your brand identity. With a consistent aesthetic in terms of fonts, colours, images, etc. you can really give your customers and prospects a strong sense of who you are — helping to make sure they remember you in the future.
- It’s engaging.
We typically skim websites in a matter of seconds, but we put more time and effort into printed material. In a recent study, people were found to have 70 per cent better recall of a company name when they were shown a direct mail advertisement (75 per cent), as opposed to a digital advertisement (44 per cent).
Printing has a place in the modern world
So, as you can see, despite all the time we spend on our phones and laptops nowadays, print still has a significant impact on customers and prospects. Used well, it can give your business a strong brand identity, impress a sense of legitimacy on the people you’re reaching out to and even boost brand recall when you need your name to be the first one clients think of.
Get in touch to see how we can help you get started on developing the right B2B print campaign for your business goals.