In the age of digitalization, our understanding of communication and advertising has changed significantly. Especially social media and a variety of other technologies enable you as an entrepreneur to find many new ways in the marketing area. Does this change mean that print is “dead”? No, it is much more likely that digitization is placing new demands on good print media and also offers new challenges that need to be mastered. At the moment we are seeing a growing mistrust of the omnipresent digitality in our everyday lives, which at the same time means that print is becoming increasingly important as a personal medium. Recognize the emotional, brand-building and sales-promoting effect of print media and use it effectively! In the following you will find tips for strengthening the emotional bond between your brand and your target group in the age of digitalization with analog advertising.
All marketing campaigns are mainly about getting noticed and also about being remembered for a long time – this is also the case with multi-sensory marketing. In this special form of marketing, which is based on the knowledge of neuro-marketing, the focus is on appealing to several senses. The rule of thumb is: the more senses are involved in an event, the stronger it is anchored in the memory. In short: you have to design your campaign in such a creative and authentic way that various senses of the customers are addressed.
The sense of sight
Visual stimulations are demonstrably more quickly and easily absorbed by the viewer than pure text. So don’t forget to use pictorial metaphors in your print advertising that are in line with your company characteristics or product features. Also integrate authentic images that convey more emotions. But don’t just focus on the visual design of your brand name, the typography and colours of your advertising, because the sense of vision has the least influence on brand loyalty of all senses. Stand out from the crowd and address an often forgotten sense: the sense of touch. The motor cortex makes up one third of our brain, which shows us that the sense of touch plays a key role in our understanding of the world.
Thanks to the various production possibilities of print advertising, you can easily give your company a special haptic appeal. This anchors information deep in our long-term memory. A carefully designed flyer on a special paper will not only be remembered simply and emotionally, but will also feel beautiful. Your self-designed print advertising awakens the recipient’s fantasies and makes reading it fun. Thanks to the tangibility for the customer, print media in general are much more present than an online advertisement and cannot simply be clicked away. Print advertising goes through the hand, can be touched, seen and consequently perceived more intensively. Use haptic communication to unconsciously create closeness and thus increase your conversion rate at the same time.
Advantages of print media
Digital advertising is uncomplicated and quick to use. But print advertising can score points in completely different areas, which are also much more decisive for success. Analogue media are mainly used in relaxed situations. This means that on average recipients spend more time on print advertising than on digital contributions. The result is increased attention on the part of the reader, who perceives the content more consciously. At the same time, print media stand for the reliability, quality and authenticity of the company, which creates credibility for your campaign. Furthermore, analogue brochures or flyers are reminiscent of books and postcards. Particularly for a rather conservative target group, this familiarity with the medium brings with it a plus point that should not be underestimated. Furthermore, print advertising allows a piece of independence in times of digitalisation. Your brochure fits in every pocket and the reader is not dependent on internet access. Above all, print advertising can be very versatile. You can use your analogue advertising either as a classic advertising letter, as a support during sales talks, or as a product addition. Sending an advertising message by postcard is also an ideal way to stand out from the competition. On our B2B portal you can use different design possibilities of image and typography and start your individual postcard marketing campaign in a comfortable way! Your message will stand out from the countless other advertising flyers and at the same time manage to touch the recipient emotionally. Because by associating your promotional postcard with a card traditionally sent from a holiday, it is perceived as a gift.
As a result of digitalization, marketing campaigns often focus only on online strategies. But print advertising is still an important pillar of corporate communications. Despite the age of digitalization, use individual print advertising to make the value and identity of your company tangible. It is important to find a balance between your analog and digital media. Combine print and web into a harmonious overall picture in your corporate communications. Consider print media as an optimal complement, which can support online campaigns in a cross-media way. At Postando, for example, you can combine your print advertising with a QR code, so that the recipient ends up on a specially created landing page with just one click. This gives the recipient more detailed information about the advertised subject and at the same time you can counteract the lack of measurability of print advertising campaigns. If you use the media mix of analogue and digital correctly and combine them in a targeted manner, you can stand out from the crowd in the long term.