Five Benefits of Print Marketing

Author: Camille Lehmann, Marketing

To be successful in advertising a product or service, it is not a question of which medium of marketing is best – print or digital – but how to combine their benefits. Both print and digital marketing methods are an essential component of an integrated marketing mix. Ignoring one method means ignoring part of the population and potentially part of your target market. As a printing company with over 50 years of experience, we’ve seen our fair share of print marketing materials and how they have impacted the world. Today, we’re sharing the top five benefits of print marketing and how they improve your integrated marketing mix.

Brand Recall

When consumers open their mailbox and receive a piece of direct mail or a catalog, they are able to physically touch it and open it – tangible attributes that are not available in digital marketing. Research has shown that the effects of tangibility impact brand recall. Consumers are 75% more likely to recall a brand after seeing it in a print ad, as compared to 44% for a digital ad (Adstream, 2018).

Greater Open Rates

A consumer’s email inbox is likely to be cluttered with many promotions, updates, and announcements – with more being added continuously. In all the clutter, many email marketing campaigns will not be opened (Pulcinella, 2017). Receiving a beautifully designed print advertisement in the mail stands out to be opened right away.

Increased Attention

The images on printed marketing materials are more saturated than those viewed on a computer screen. The mix of more attractive colors and the sensation of touch leads to keeping the reader’s attention. Most emails if opened, are quickly skimmed and disregarded. Consumers are more likely to take their time in deeply and thoroughly reading printed material (Nelson, 2019).

Repeated Exposure

As mentioned above, many emails are simply deleted once opened. Printed materials have the ability to last longer. A catalog that is placed on the kitchen table is more likely to be seen multiple times than an email in a consumer’s inbox. On the Internet, so much is fighting for the consumer’s attention. Ads disappear as quickly as they appear, rendering many of them unseen (Twose, 2019). Materials that are printed have higher durability and the potential to be seen more frequently.

Consumers Trust Print

Professionally printed marketing materials come across as more trustworthy than online ads that can appear like a scam. According to a survey completed by Marketing Sherpa, 82% of Americans trust newspaper and magazine ads compared to only 39% who trust Internet banner ads (Burstein, 2017). Using printed materials aids in being viewed as a trustworthy and professional business or organization.

The facts are undeniable – print marketing is a must to have a promotion reach its potential and be viewed by its entire target market population. Interested in learning more about printed materials? Visit our website or contact us to find out how you can get started.

Bio: Camille Lehmann is on the Marketing team and started with Nahan in January of 2020. Camille is responsible for assisting in Nahan’s marketing strategies and goals. She is currently pursuing her master’s degree in Marketing with a specialization in Project Management. In her spare time, Camille enjoys writing, going to coffee shops, and spending time with friends and family.

References

Adstream. (2018). 8 things print advertisers need to know in a digital age.

Bursetin, D. (2017). Marketing Chart: which advertising channels consumers trust most and least when making purchases. Marketing Sherpa.

Nelson, R. (2019) 4 reasons print advertising is still important. Outreach Media Group.

Pulcinella, S. (2017). Why direct mail marketing is far from dead. Forbes.

Twose, D. (2019). Marketing Knowledge.

What is Variable Data Printing? A Closer Look.

Author: Jon Legg, Data Processing Department Leader

In today’s data-driven marketing world, utilizing the power of your data can be the difference between a good marketing campaign and a great marketing campaign that produces a fantastic ROI. A question that we often get asked is “What is Variable Data Printing and how does it work?”

What is Variable Data Printing?

Variable Data Printing is using your customer’s data to change text, images, or other content from one piece of mail to the next.  Instead of printing one form 100,000 times you can instead print 100,000 highly individualized pieces.  And when we say highly personalized we are talking about more than just a salutation line that says “Dear John Doe.” 

At Nahan we have done a wide range of projects that utilize variable data printing.  The following four specific examples show what highly personalized could look like to you.

  1. One project had hundreds of mall locations and for each record, we used a field in the data to variably pull the closest mall to the consumer, a logo for that mall, hours of operation, and a mall directory. 
  2. Another project required us to uniquely link over 400,000 photographs so that each record imaged the correct photograph. 
  3. A third project involved providing each recipient with a personalized map that showed their house on a map, the nearest store, and a highlighted route between the two.
  4. Lastly, another project showcased a piece that changed all of its content based on the consumer.  Family of four?  All content showed family-friendly activities and all images changed to photos of families.  Single?  The entire piece changed to show photos of adults with more of a focus on entertainment and nightlife.

Variable data printing can do all of this and more. 

What is Variable Data Printing

As we like to say, “Where there is data, there is opportunity for customization.”

What Files Are Needed For a Variable Data Project?

At Nahan we can accept all types of files and work with you to get more out of your mail list.  Our preferred file format is a CSV file transmitted to our SFTP site.  We are also able to use API integrations to directly link with our customers to provide a more seamless transfer of data; both to Nahan and back to our customers.  This can include return files, reports, and much more.

How is Data Kept Safe?

In today’s digital landscape we can use data for just about anything, which makes that data extremely valuable.  Sadly, the bad guys know that as well and are constantly looking to get their hands on data.  But Nahan takes pride in keeping your data safe.  We are PCI compliant and are equipped to work with HIPAA data. We have lots of hands-on experience with both.  Beyond that our data processing team is literally in a locked room that requires two different forms of authentication just to get in! Given all the efforts that we put into data security, you can rest assured that not only will Nahan keep your data safe, but we will also put it to work for you! 

Working Together on a Strategy

As a company, we are not afraid of pushing the boundaries of what can be done with data.  We are constantly using the newest technology and then working to perfect it.  We also have a data processing team that is equally unafraid of pushing limits and seeing how much we can do with a simple mail list.  Let’s work together and see what we can get your next mailing to do for you! Contact us to learn more.

Author: Jon Legg is a Department Leader at Nahan Printing and started with the company in 2015.  He currently oversees the Data Processing department as well as the PreMedia department.  This means that any files, whether art or data, all come through Jon’s teams.  When he isn’t at work Jon loves spending time with his wife and daughter, traveling (usually to Disney World), and working with our local theater company both on stage and as a Director.