We’ve said this before and we’ll say it again, loud and clear. Using print to communicate with your customers or prospective clients is still relevant and significant for your company, even in the face of ever-increasing digitisation. It goes without saying that it’s not the only medium you should use – but to dispense with it altogether, well, you’re really missing a trick.
In Philadelphia, Temple University’s Center for Neural Decision- Making (yes, such a place exists!) conducted a neuro-marketing study for the US Post Office. It focused on the differing response to physical and digital media when consumers were thinking about buying something.
In short, people were asked to look at ads, both on paper and in digital format. Their responses, like eye-tracking and brain activity, were measured, and they filled in questionnaires. A week later they were re-evaluated to test the long term impact of the adverts.
Actually, not that surprising. It was found that adverts on paper beat digital ads in the following areas:
- The amount of time spent reading
- The emotional reaction
- Remembering the source and content
- A subconscious desire for the product or service
- The perceived value of the product or service
Putting it into scientific terms, physical adverts actually produced more activity in the part of the brain called the ventral stratium, associated (as proved in another study) with future purchasing behaviour.
Worth thinking about, eh?
So don’t ignore print…
Print establishes a tangible connection with potential customers – an effective way for them to acquaint themselves with your product or service. It’s becoming an overlooked secret weapon for marketers, who too often jump on the bandwagon of being up-to-the-minute trend-savvy.
But don’t ignore the digital medium either!
Harnessing the strengths of both digital and print media will give your company the best chance of being found and also the best chance of growing your customer base.
That’s a scientific fact and here at Mailing Expert we can help with both!!
Give us a call on 01825 983033 to speak to one of our experts about your next campaign.