In a time where everyone is constantly focused on a screen, print has the power to capture attention as never before.
Printers like Bennett Graphics understand that print still has credibility over digital media – a caché that creates a special kind of relationship with the recipient. “If a brand sends you a printed communication, they think highly of their product/service and your likelihood to benefit from it,” Gillespie says.
Bennett clients are putting more thought into the emotional impact a tactile, printed piece might have when a person picks it up. Its design discussions with each client are thorough – paper, dimension, activity, etc. The experience of opening and handling the piece is considered and made to support the message, Gillespie says. What makes print work is that every piece tells a story. Mail. Catalogs. Brochures. POP. Dimensional communications. “Touch matters,” Gillespie says. “It’s emotional. Every inch of the human body has the sense of touch. Printing has power no other media has when all senses are considered. It’s more powerful than what you see, “A great printed piece is one you want to spend time with. It has more value and permanence.” – Stephen Brown, Chief Innovation Officer, Cookerly Public Relations smell or hear. Print can stimulate the emotions and prompt an immediate response. Printed advertising (mail, catalogs, etc.) can motivate you to head to the web and make your purchase or commitment. It can make you follow up with an email or text message to say thanks. It’s powerful stuff and keeps you connected to your audience.”
Stephen Brown believes that while social media and online content continues to be the “in” way to drive a brand’s message home, the strategy of the printed piece will always have its place in the communications process. “There’s an art to knowing how your eyes move on a printed page and the beauty of photography on paper can put great content in brilliant context,” says Brown, chief innovation offi cer for Cookerly Public Relations, a member of the Worldcom Public Relations Group, which has offi ces all over the world. “A great printed piece is one you want to spend time with. It has more value and permanence. Passing along to others is a sure sign that the content is quality.” Brown says that one of the staples of Cookerly’s public relations strategies is the postcard. For events, it still is a great way to cut through the clutter. “The temporal reminder nature of this genre of direct mail is very helpful when timeliness is a factor. I’ve seen some imaginative die-cuts that pop up and pop out into new dimensions. Great photography or graphics are key.” The notions of frequency and reach still are equally important, and marketers must connect with people where they work, live and play. “Seeing something online, on your mobile phone or elsewhere, plus seeing and touching it in print can make an entire integrated campaign pop,” Brown says. To fi nd the true power of what printers can do with their clients, you don’t have to look any further than the story of a Bennett Graphic’s client that was looking for an interesting way to promote its consumer research related to sweeteners. The agency approached Bennett to design a desktop item that could deliver survey results – an item that was so enticing that the recipient could not throw it away. The agency asked Gillespie if Bennett could cut cork so that they could do coasters for the client. After hearing what the business was, Gillespie asked if they wanted the coasters in the shape of bread. So Gillespie called his wife and asked her to measure a slice of bread. When he went home, he traced it, which became the dieline. Bennett ended up making a set of eight coasters, bagged them in a bread bag, and shipped them in a corrugated breadbox. The kit, shipped via UPS, was an instant hit. “While it is always a personal preference, from my perspective, and from what I see every day, dimension, texture, photography and interactivity are all keys in grabbing someone’s attention,” Gillespie says. “Copy and imagery that walks you through the message and gives you a planned experience. Print connotes a relationship.”
From books and magazines, to direct mail and posters, print marketing is making a splash...again.
Taken from the article "Encore," by Michael J. Pallerino, originally published in the April 2016 issue of Canvas Magazine