Print is the trend! 5 tips for marketing

A Study by the Nymphenburg Group found that print brochures are used as the main source of information for purchasing decisions in all age groups. This is particularly true for the young generation of 16 to 24-year-olds. Here, 86 percent of respondents regularly use brochures to find out about goods. So print is still in. Marie Mammen, Marketing Manager at Cewe-Print, reveals five tips on how companies can appeal to their customers with creative, printed marketing materials.

1. Print products as a sensory experience

The tactile feel is a major advantage of print advertising media. In contrast to online advertising, viewers can not only look at it, but also feel it. Finishes help companies to make their advertising material even more appealing. UV varnish or cellophane wrapping, for example, create a product that stands out with its pleasant feel and thus remains in the customer's memory for longer. In general, the more important an advertising medium is, the more elegant its design and feel should be.

2. Small gifts promote customer loyalty

Advertising materials that have added value for readers in addition to pure information are well received by all age groups. This is why brochures or advertising leaflets that also offer a voucher or discount coupon are so convincing. A free coffee or a discount encourages customers and arouses their interest: They remember the company and its products positively. 

3. Offer added value

Printed advertising material should offer the reader added value. This can consist of factual information or entertainment, but must be immediately apparent to the reader. They should recognize at first glance what advantage a brochure offers them - be it information about the goods on offer or a gain in knowledge on a topic. Print advertising has a trust bonus over its online equivalent in this respect: offers and information that have been printed once are fixed and secure - so they cannot be changed retrospectively. 

4. Create recognition

Advertising brochures with recurring elements (e.g. cartoon, puzzle or caricature) are also very popular with readers and lead to a recognition and recall effect. If readers regularly look forward to a brochure, they are much more likely to read it and internalize the content. The corporate design of a company should also not be underestimated when it comes to advertising brochures and marketing materials: Readers recognize it and associate the company with certain colors, fonts or images. It is therefore advisable for companies to design recurring advertising materials consistently.

5. Addressing target groups individually

Companies can now also address their target groups individually with print advertising. Many online print shops offer small-margin printing so that brochures or voucher campaigns can also be printed with regional features and references and distributed locally. Such local advertising measures help to strengthen customer loyalty. Flyers that are tailored to specific target groups can also be easily produced in this way. For example, a brochure highlighting particularly favorable shopping conditions for families. Small margins also offer the advantage that companies can put new marketing strategies through their paces: A discount campaign, for example, can be tested for its usefulness and customer acceptance with the help of a few flyers, or the effect of a product brochure can be tested on a small scale before the actual market launch.