SUSTAINABLE PRINT

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ST AUSTELL PRINTING COMPANY EXPLAINS HOW THE SUSTAINABLE AND EFFECTIVE USE OF PRINT CAN DELIVER ADDED VALUE TO YOUR MARKETING.

or many businesses, the rule book for marketing has been thrown out of the window this year, as we adapt to an ever-changing situation of social distancing, lockdowns and business closures.

With emergency business planning and budgets being stretched further than ever before, it’s crucial to ensure that all marketing platforms justify their investment – and it’s never been more important to use print to make an impact.

The Covid-19 pandemic has seen an increase in the number of people spending time online – and of course, businesses have followed this trend with reports of a significant increase in online advertising throughout the last year. However, this means it’s become more of a challenge to get your message in front of the right people in a meaningful way as you fight against competitors for space in people’s inboxes.

“Print cuts through the digital noise and offers a form of escapism – when someone picks up your print, you have their undivided attention”

Print creates an emotional connection with the reader because it’s a multi-sensory experience. Print’s tangibility feels ‘human and real’ against a backdrop of fleeting, competing communication vying for people’s attention. It’s engaged with, and remembered by, people of all ages – even younger and more digitally engaged audiences.

“It’s not unusual for brochures to live on a coffee table for weeks”

If your print is of exceptional quality, then it’s more likely to be retained for longer. Print can now be used so creatively and in tandem with digital marketing to develop a trusted and long-lasting relationship with customers, encouraging them to engage with your brand and ultimately entice them to complete a purchase.

“94% of mail is engaged with in some way and is 49% more effective than email alone”

This is backed up by research carried out by Royal Mail which found that 87% of UK consumers said they were influenced to make online purchases as a result of receiving direct mail.

Let’s not forget about the sustainability credentials of print too. Paper is one of the most recycled products in the world and European forests which provide wood for making sustainable paper products, have been growing by the equivalent of 1,500 football pitches every day!

By using FSC paper from sustainable forests alongside working with an environmental printing company, consumers can be assured that by using effective print marketing you’re not compromising your environmental values.

The environmental impacts of our ever-increasing digital world cannot be ignored. The ICT industry accounts for around 2.5-3% of global greenhouse gas emissions and this is predicted to rise to 14% by 2040. Businesses and individuals are increasingly using ‘cloud’ services which rely on mega data-centres to store almost everything we do online; including our web searches, our social media posts and our online statements.

St Austell Printing Company has embraced sustainable practice across its business to minimise its impact on the environment and is a certified “Carbon Balanced Printer” with the World Land Trust.

The company keenly promotes the environmental credentials of print and paper through their support of the Love Paper campaign and Two Sides, an independent organisation that researches and promotes the sustainability of paper.

St Austell Printing Company works with many prestigious brands across Cornwall and the UK, specialising in sustainable, eco-friendly print and offering a range of specialist finishing and mailing services – all produced under one roof, here in Cornwall.