April 2018 
Fact or Fiction: Print Marketing

Who's up for playing a little game? We're going to present five statements about print marketing. We urge you to guess before reading the answer and share your results with us!

Customers find online ads more annoying than print ads.

Fact! According to research by PrintIsBig, customers find online ads 43% more annoying than print ads.

Response rates to email marketing are higher than in direct mail marketing.

Fiction! According to the same study by PrintisBig, response rates to direct mail marketing were 37% higher than email marketing in 2015.

B2B shoppers cite print as a source they trust most.

Fact! In a report compiled by Cision, 64% of B2B shoppers named print as one of the sources they trust most.

The majority of B2B marketers use print advertising.

Fact! In a survey conducted by Chief Marketer,  59% of CMOs say print marketing is an effective channel for lead generation.

People find email easier to read than direct mail.

Fiction! In an article by DMA, 83% of people found direct mail easier to absorb than email.

As you can see, print marketing still has its place in both B2B and B2C marketing. Are you looking to take your printed materials to the next level? We'd love to help! Take a look at all of the services we offer on our website. 

B2B sales has long had the connotations of being "dry" or "boring." But, if you're in charge of sales and marketing or you own a company that lives and dies by the sales it makes to other businesses, boring is probably the last word you'd use. Because you don't sell direct to consumers, you might not always think about attractive, professional printed marketing materials as a key part of your selling strategy...   Read more.
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A 2015 study by Temple University Fox Center for Neural Decision Making employed neuroscience to gauge how people respond to physical and digital ads.

During the first phase, they exposed respondents to print and digital ads,  and administered a survey to gauge preferences and recall of the ads. For the second phase, the respondents were exposed to new and previously seen ads,  and asked whether they had seen the ads and if so, what format.

The neuromarketing tools used revealed interesting observations:
  • Respondents spent more time reviewing the print ads
  • Print ads yielded higher levels of recall
  • Print ads caused more activity in brain areas associated with value and desire, key markers of purchase interest
Why Does the Brain Process Ad Formats Differently?

When it comes to print, neuroscience has shown that we recruit different parts of the brain to encode information that we both see and feel. The deeper ways that the brain engages with print is why paper-based reading is associated with stronger  transfer to long-term memory, recall , and overall comprehension.

This added depth of engagement is underscored by the findings of the Temple University Neural Decision-Making study, and 2015 research conducted by MillwardBrown Digital, which found that print achieved the highest levels of brand favorability and purchase intent of any measured media.

How readers engage with on-screen or digital content differs from print. In a study assessing, "Changes in Reading Behavior Over the Past Ten Years," the author, Dr. Ziming Liu, observed a pattern of online reading characterized as, "skimming and scanning." This reading pattern is why best-in-class online creative is strategically designed and written to communicate quickly and succinctly. This messaging, powered by data-driven tools, can be highly targeted and continually measured and refined.

Print vs. other media:
  • Stronger transfer to long-term memory
  • Better recall & comprehension
  • Highest levels of purchase intent
Given what neuroscience has revealed, adding print to the media mix would complement a digital effort by helping to increase engagement and purchase interest.

This is an excerpt of an article originally featured on  Randall-Reilly

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