The battle of brands for consumer attention is fiercer than ever as audiences face a daily tsunami of marketing messages.
Worse still, audiences are becoming increasingly adept at 'blocking out' advertising, particularly in highly saturated digital spaces. Our brains simply can’t process the level of content we’re presented with, so we instinctively filter out all but the most relevant, gripping, or entertaining messages.
This means brands need to show they understand their audience instinctively by delivering content that resonates, and they need to do so using mediums that cut through the noise, demand attention, and effortlessly engage.
Now for the good news: When done right, print marketing has the power to achieve precisely this, resulting in stronger brand identity and awareness. And the even better news: we’re here to tell you how and why it works!
The Headturning benefits of print marketing
We all know print marketing is one of the oldest advertising channels, but it might surprise you that it’s also one of the most effective, even in this digitally dominated-age.
In fact, a recent report by Marketreach on “the impact of direct mail in an attention-scarce world” highlighted just how powerful print is in reaching today’s consumers and gaining their focus.
Some of the key findings included:
- Nearly 2 in 3 say mail attracts their “undivided attention’.
- The average attention span for direct mail is 108 seconds.
- The average door drop is viewed for 46 seconds, more than three times as long as the average 30” TV spot.
- Open rates for physical mail are well over 80%, much higher than email, while average dwell times are substantially longer and more focused than in other media channels.
The same study also demonstrated direct mail’s ability to create and reinforce brand awareness. Two-thirds of the respondents said that beyond DM, they could not recall seeing any other form of communication from the sender, demonstrating print’s sticking power compared to other mediums, such as digital.
Furthermore, the research showed how DM delivers uplifts across every marketing funnel stage – driving 65% awareness, 16% consumer consideration, and 5% of people to buy on average.
impactful print touchpoints
But even with print in your corner, building brand awareness isn't a marketing goal that can be achieved overnight. It's a journey that means consistently staying on consumers' radars so that they're more likely to recall your brand - above your competitors - when making a purchasing decision.
In today’s hypercompetitive marketing landscape, it takes upwards of seven touchpoints using two to three forms of media to capture and convert a customer.
Given the findings above, having print in the marketing mix is integral to strengthening campaign impact. And there are numerous ways to reach audiences throughout the journey:
- Direct Mail Campaigns: Land your brand in the hands of your audience via engaging marcomms, including postcards, brochures, lookbooks, and dimensional mailers, sent directly to consumer homes.
- In-Store and Event Displays/Signage: Create an immersive IRL brand experience with interactive, engaging, and emotive in-store spectacles that convey your message more imaginatively and make a lasting impression on consumers
- In-Bag/Box Promotions: Include promotional materials with online orders or in-store purchases that serve as a brand reminder and keep customers returning for more.
why print marketing connects with consumers
So, what is it about print marketing that helps boost brand awareness?
Many believe the multi-sensory experience of physical advertising - sight, touch, and sometimes smell - gives it its impactful edge. Scientific research shows that activating multiple senses this way enhances engagement, boosts learning, and improves memory encoding and recall.
And that’s not the only reason consumers connect with print:
- Trust and Authenticity: Print materials have long been associated with feelings of trust and authenticity. According to Marketreach, 71% of consumers say it’s more important to trust the brands they buy from today than in the past, making print a preferred marketing channel.
- Attention and Dwell Time: Printed materials demand attention and have longer dwell times than digital ads. Studies show that physical mail is viewed more than twice in the week of receipt, and 58% is retained for future reference.
- Personal Experience: Print can be personalised, creating a unique experience for the recipient. Printed materials also give customers something tangible to remember a company by, which helps reinforce the brand and encourages future engagement.
how to increase brand awareness success with print marketing
But why stop there? There are further steps you can take to supercharge your print marketing, turning more heads, gaining more attention, and successfully imprinting your brand in the minds of your audience.
embrace print & digital
As mentioned, the customer journey comprises numerous touchpoints and multiple media types, so it makes sense for modern marketing strategies to combine print and digital. One can also help strengthen the other. For example, direct mail campaigns with QR codes can drive traffic to websites and specific product landing pages. QR codes and unique discount codes can also track responses to print campaigns, giving a clearer ROI picture.
let the creativity flow
Striking, out-of-the-box campaigns will always gain more attention, so focusing on creativity can be another effective way to boost brand awareness and response levels. According to Marketreach, the average piece of direct mail persuaded 16% of recipients to consider the brand and prompted 9% to take intent-rich actions, such as visiting a website or store. There are endless ways to get creative, whether choosing an attention-grabbing dimensional mailer, opting for standout print finishes or engaging the recipients with a hands-on challenge.
time to perfection
Plan the print elements of your strategy to land at precisely the right point in the campaign, when they are most likely to gain attention and persuade consumers to take action. So, you might start and end your campaign with a piece of direct mail, with its multi-sensory powers helping establish brand identity and its tactile nature helping draw consumers’ attention to a specific offer at the point of conversion. Harnessing the benefits of clever data analytics can also help land your brand in consumers' hands when they’re most likely to make a purchase, such as a sofa company targeting home movers.
get personal
And that’s not all data is good for! Remember the importance of relevance in today’s crowded marketplace? Well, what better way to show you know your consumers - and gain their attention for longer - than using data insights to shape your print marketing? Think a discount-code-bearing birthday card, a lookbook made up of their ‘favourite’ products or a unique offer based on their previous purchases.
Need help taking your print marketing from good to golden? As the print business behind some of the UK's most recognisable e-commerce and consumer brands, we have the expertise, enthusiasm, and equipment to do exactly that. Check out our commercial print marketing services, or contact us directly at 0114 272 8888 or hello@precisionproco.co.uk to discuss your ideas and ambitions with one of our print marketing experts.