Print marketing

Posted in: Opinion

Make your print marketing stand out this year

If you’re looking to increase your sales, then print marketing materials can help.

Marketing materials are the perfect vehicles for making a good first impression, encouraging brand loyalty, and delivering a message that engages your audience.

Statista Research & Analysis estimates advertising spending in the UK will exceed 48 billion pounds by 2027. While many marketeers have gone fully digital, the savvy recognise that there is still great value in print marketing.

It is thought that the average person can see as many as 10,000 advertisements in a single day. But that person may only “notice” fewer than one hundred of those advertisements. Sensory overload means our brains screen out what we notice, a bit like a human ad-blocker.

Print marketing already has an advantage over digital marketing, because of the unique connections it makes with its viewer.

What are Print Marketing Materials?

Print marketing materials refer to any branded items that are used for communicating to your customer, both current and prospective. It is a blanket term that includes everything from business cards and brochures to wall signs and vehicle wraps.

It’s a busy world of advertising out there. So how do you make your print marketing really stand out? Check out these helpful tips from the experts at Galloways.

1. Perfect Finish

Ironically, we begin with a finish.

Printed marketing materials with a special finish are a delight to hold. Research shows that consumers appreciate the collateral more and will hold it for longer.

From spot varnish application, to full-page varnishes, our finishing techniques are ideal for adding texture and character to your printed design.

Shimmering is a technique that highlights one or more print design areas with a shimmering or even three-dimensional effect. These finished products are popular as wedding stationery, and hospitality marketing items, and are set to be a trend in 2023.

Embossing (raising parts of the page for emphasis and texture), debossing (pressing in parts of the page), and foil stamping are all finishing techniques that suggest luxury and are often seen on premium brands.

Lamination is another popular finishing technique, particularly for heavily-used print items and comes in high gloss or matte.

2. Stock, Weighting & Watermark

Galloways keeps in stock a wide variety of paper and paper packaging from forests that bear the FSC’s Chain of Custody Certification. This certification guarantees that the paper came from a sustainably managed forest. This greatly reduces the overall environmental impact of our paper.

The FSC Chain-of-Custody (CoC) certificates track certified wood and other raw materials from forest to manufacturer, to store shelf. It confirms that an item bearing the FSC and Rainforest Alliance Certified Trust mark actually contains certified products.

What you print on is as important as what you print. Paper weight makes a statement.

It’s important to match the weight of paper to the purpose of your print collateral. Sturdy paper that is suited to business cards, invitations, or postcards, wouldn’t work for flyers. The weight of your collateral sends a subtle message about you brand.

Adding a watermark is an elegant and sophisticated finish to formal print applications. Although it’s not suitable for all marketing materials, it does offer brand security and protection of your printed assets.

4. A Cut Above

Cutting is another production technique expected to trend throughout 2023.

Die cutting works in much the same way as a cookie cutter, creating multiples of the same shape to be created efficiently and accurately. Laser cutting works in a way similar to using a magnifying glass to burn a piece of paper by focusing the sun’s rays on it.

Laser cutting can be used for accurate cuts on any stock. It is also becoming popular for its ability to accurately outline even the most delicate design, and create textured effects.

4. Let’s Get Digital

You may think it’s strange to mention digital marketing in a guide about print marketing. However, it can really help support your print marketing campaign!

To ensure you get the maximum outcome from your marketing efforts, we’d recommend using a combination of print and digital marketing methods.

Make the two work together by adding QR codes to print media to drive people to social media channels or your website, using digital channels to encourage direct mail sign-ups.

5. Call of nature

The use of natural looking packaging is a proven marketing strategy that has attracted major market segments, including Millennial and Gen Z consumers. Print products that look natural communicate to customers that are seeking organic products and ethical brands.

66%  of global consumers are more loyal to, and willing to pay more for, sustainable brands. Household names like HelloFresh, Sainsbury’s, and MoonPig work only with Carbon Balanced printers, like Galloways.

6. Direct to the door

73% of consumers say they prefer being contacted by brands via direct mail. Direct mail recipients spend 28% more money than people who don’t receive it.

Postcards are versatile print materials, and are successful and cost-effective when used in direct mail. Keep your postcard message short to grab attention, and include a call to action that will get them moving in your direction. Thank you notes sent after purchases are made show customers that you value them and their business. Wishing your customer a happy birthday builds strong customer loyalty, and helps your brand stand out. Add personalisation, like your recipient’s name and you could increase response rates by up to 135%.

When using print marketing materials, don’t forget to add an incentive, such as a discount code or special offer. This will make your audience feel even more special and give them even more reason to seek out your products or services.

7. Big business

In 2014, cell phone company LG, in partnership with the King Khaled International Airport in Saudi Arabia, erected the world’s largest billboard. Construction took nearly 12,000 labour hours, and measured 32,291 square feet.

In February 2018, Ford was awarded the official Guinness World Record for World’s Largest Billboard. The billboard, intended to snatch the title from LG, was erected on the front of the Edificio España in Madrid. It weighed 4,409 pounds and was a size equivalent of 20 tennis courts.

It’s not necessary to beat world records, but advertising signs like banners and signs, decals, and wraps, are excellent marketing materials for business growth. Advertising draws attention to your brand and message, and provides valuable information to anyone who passes by.

8. With Flying Colours

What makes something eye-catching? Studies suggest that some colours are more likely to demand a second glance than others, and there is real science behind it.

Red and orange and yellow are clear winners when it comes to getting attention. This is one of the reasons they are used for warning signs. These warmer tones convey warmth, comfort, and security. Red is associated with love and passion, as well as anger. Of all the colours in the spectrum, red is most likely to promote action from the reviewer.

At the cooler end of the rainbow, blues and greens remind us of nature. They bring a sense of calm, and can counteract feelings of anxiety. Reserved and refreshing, blue and green are the colours of the night, grass, and of water.

Colours speak a subtle language. They communicate on an emotional level with the views, and create a connection when used strategically in print marketing.

9. One of a Kind

One way to ensure you stand alone is to have a USP. KFC has its secret recipe of 11 herbs and spices. Coca-Cola has its time-old concept of happiness in a bottle. Nike sold its products in a shoebox designed to be worn as a rucksack.

Whatever your uniqueness, we’d love to help celebrate it, and market it. Contact us today on 01625 870000, and let Galloways help your print marketing stand out.

Seeing is believing

Despite the migration to electronic format, neuroscience research shows that paper based content connect with our brains better than digital.

A recent study performed by Canadian neuro-marketing firm TrueImpact proved that physical marketing better engages memory than digital media. Using conventional questionnaires, eye-tracking, and high resolution EEG brain measurement, TrueImpact evaluated three key metrics: Ease of understanding (cognitive load), persuasiveness (motivation), and how long content was looked at (attention).

The results speak for themselves. Direct mail requires 21% less cognitive effort to process. This suggests that it is easier to understand, and easier to remember.

Time will tell

The study showed that participants were 70% better at recalling brand information from direct mail pieces than digital ads. This demonstrates a higher emotional response to paper communication, which in turn improves memory of its content.

Paper based communication has a higher review time. If content is engaging, it will be harder for the recipient to disengage. It’s also more likely to be looked at again than a digital communication.

Paper does have its limitations. It can’t engage viewers with audio or video, and viewers process digital ads more quickly than paper ads. However, it does not require a special gadget like a phone or computer to access it, which means it can be read immediately, and anywhere.

If you’re ready for effective paper based communication, we’re ready to speak to you! Call us on 01625 870000: our friendly print and media specialists are just a phone call away.

© 2023 Galloways Printers Limited. All Rights Reserved | Registered Office: Malcolm House, First Avenue, Poynton, Cheshire, SK12 1YJ | Registered No: 00174272
Privacy Notice | Cookie Notice (Manage Consent) | Sitemap | Terms and Conditions | Core Labour Requirements Policy Statement | Credit application form