The Power of Print
Print seems to be taking a hit in the past few years with an increasing emphasis on electronic communication as the wave of the future. But, while all forms of communication are essential in any advertising campaign, print still plays a vital role.
According to Bob Cronin, Managing Partner of The Open Approach, “Print has proven itself the most tangible, most reliable, most sensory return on investment for any marketing dollar, anywhere. Print has the power to influence, not simply through 72-dpi visuals, but through tactile senses and elements like foils, spot UVs, holograms, embosses, dimension, textures, specialty diecuts, bendability, and a host of background substrates – ready for perusal 24/7, whether one is behind their screen or not.”
This message has a considerable about of truths to it. I recently received an invitation for an event through Paperless Post. At first, I was enamored with the capabilities – invitations that cost next to nothing, mechanisms for instant response and designs that actually look like the printed product. But that’s where I stopped. Paperless Post promises the ability to send fine stationery over the Internet, with the true look of Letterpress. Letterpress is a hot product these days, but not for the look, for the feel. Needless to say, I did not respond to the event. The invitation is now lost in my email, whereas a printed invitation will remain on my counter as a daily reminder until I decide to respond. It sounds simple, but it’s true – Print has a staying power that no other form of communication can offer.
Print offers the ability to directly interact with consumers. It provides substance. It continues to evolve amid competition from increasing sources. But overall, it continues to prove itself as an effective method to communicate, build trust, gain followers, generate revenue and provide accountability.
Print is effective. Print will always be effective. It may change, but it will always exist.