As the creative industries’ focus leans further towards the benefits of using online as a marketing tool, less is being said about that old faithful, printed marketing literature.

Plenty has been said about the cost benefits and effectiveness of targeting customers online, but we felt it was time to pay some attention to print.

Here at Core, we offer clients a full range of services from design and PR to marketing and brand development. Working with online and offline channels, we deliver integrated campaigns across a range of platforms, and continue to see demand from clients for printed materials such as brochures. 

“Plenty has been said about the cost benefits and effectiveness of targeting customers online, but we felt it was time to pay some attention to print.”

These days, the only things that seem to make it through the letterbox are bills and fast food takeaway flyers. So, when a well designed mailer on quality paper stock makes it through the door, the impact is even greater as fewer things are vying for our attention on the doormat. Add to that the effect a tangible product has upon the senses and it’s clear to see why there is still a place for printed materials.

“These days, the only things that seem to make it through the letterbox are bills and fast food takeaway flyers.”

Variable data-printed direct mail in particular has become popular, and this targeted, bespoke approach is something which can often have more impact on paper than on screen. As long as a good quality, clean database is used, there is no reason why mailers such as these can’t be effective in the 21^st Century.

“Variable data-printed direct mail in particular has become popular”

People often prefer to handle tangible literature, and in the case of travel brochures and retail catalogues especially, it has been shown that these affect online purchasing decisions more so than online catalogues.

“People often prefer to handle tangible literature”

For instant impact and to convey small updates quickly, online is effective, but when it comes to presenting more detail, a brochure is often better and the information is more easily accessible.

In the property sector for example, printed brochures can prove especially useful when viewing developments. It can be an experience holding a well thought out and presented, good quality piece of literature, where images make an impact. The finish, feel and even smell of a new brochure convey something that is often hard to replicate online.

So, when it comes to investing in marketing, don’t forget that there’s still a place for more traditional methods. An effective campaign is an integrated one; it meets the requirements of the product, delivers the right messages at the right time in the right format to a carefully targeted audience.

What are your thoughts on printed literature in a digital age?