WILLIAM JOSEPH // THE POWER OF PRINT
William Joseph: The Power of Print I n the age of digital everything, it’s easy to assume that print is a dying medium. As a research-based strategic marketing and communications agency, we know nothing could be further from the truth. In fact, to create lasting and favourable impressions with your target market, the decision to include printed materials in your marketing strategy is probably more important than ever. The name of the game in good marketing is differentiation, and print provides opportunities to stand out in a big way. A word every marketer should know is haptic. Haptics relate to physiological phenomena – actual physical and neurological changes that occur in a person when they hold something tangible in their hands. Printed material has a way of making people take mental ownership of whatever it is they’re looking at in a way they don’t when they see things online. We’re not just talking about print ads (although those can be highly effective). Postcards, banners, sidewalk signs, brochures, sales folders – these are all print materials, and each of them, in the hands of a great designer, can be a highlyengaging and interactive experience for your customer. We at WJ have our own magazine that’s printed biannually and distributed to customers – both current and potential. WJ Magazine is an invaluable tool that gets us into customers’ minds and places of business without actually being there. (If you’d like to receive a copy, shoot us an email via our website at www.williamjoseph.com.) Statistically speaking, print is very powerful. Research shows that brand recall is an astonishing 70 per cent higher with print than with digital executions, and that more than half of people believe printed materials are more trustworthy than information sourced online. Above and beyond all this, print communication is a far more personal way to speak to your audience. There’s an intimacy to print that you simply don’t get through digital marketing,
and fewer restrictions in terms of content. You can design a printed piece any way you like and customize the amount of space you dedicate to copy. Websites and digital ads are extremely tight in this regard – you’re forced to keep the message short, giving print a distinct edge when it comes to brand development. If you want to design a print campaign that resonates, call the team at William Joseph. We’d love to get creative with you.
Likelihood to No=ce or Read Print Adver=sements
Likelihood to Notice or Likelihood to No=ce or Read Read Print Advertisements
Always
8% Always/Oien 35%
Always Oien
27%
Oien
Some=mes
82 Rarely
8%
%
47%
16%
Some=mes
Rarely/Never 19%
OF READERS NOTICE OR READ Never 3% PRINT ADVERTISMENTS Rarely
16%
Base: Respondents who read Business in Calgary (n=195) R3. How oUen would you say you read or take noGce to the adverGsements in Business in Calgary?
14 16
JUNE JUNE 2018 2018 // // BUSINESS BUSINESS IN IN EDMONTON CALGARY // //BUSINESSINCALGARY.COM BUSINESSINEDMONTON.COM
Never
3%