MAILINGS MAKE MEMORIES


What a conundrum of a Marketing Mix we currently have!!  As a marketeers we’re always looking to use medium that is most abundant throughout our customer base, but we’re also keen to use the most effective and impactful medium.  Currently, and uncharacteristically for the world in which we live, these two objectives don’t seem to be on the same plain!!

This is because the most abundant medium throughout the consumer market these days is digital, whereas the most effective and impactful seems to be print.  

There are opposing forces at work here, there is no doubt about that – but there is correspondingly a scientific reason why this is the case.  There is also a high level of proof that print will drive the use of digital!

Think about it, if you’re anything like me you look through a physical Argos or Screwfix catalogue when you need to in order to find the products that you are looking for.  Then you go to their online shops and order, it’s the same for me when I’m booking a holiday, I always review a printed brochure first.  Why?

I’m familiar with the layout, the actual experience of reviewing the brochure is a pleasurable one, I don’t have to wait for buffering or slow performing websites and the pages are extremely easy to bookmark.  I can also share the catalogue and specific pages with the other ‘stakeholders’, my wife and children!

But the real clincher for me is that I remember a piece of paper for longer and there’s an actual reason for that, which is backed up by a cognitive study sponsored by Canada Post and undertaken by TrueImpact.  Here’s what they found:

So, it’s true!  Paper is generically a better way to ensure that your customers remember your brand and could still hold a pivotal role within your marketing mix. 

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