I think everyone has an image of themselves as a relatively young person. Whether you are 18, 30, 45 or 75, I think everyone sees themselves as a relatively “hip” and “in the know” about what’s going on in the world today. So I had to ask myself, as I approach the half century mark, do I love print because it’s effective? Do I love print because it feeds my family? Or do I love print because I’m old and grew up reading a daily newspaper? After careful thought and self examination I realized that, sure, I view myself as a late forties, Prius driving, iPad using hipster, but when it comes right down to it – PRINT WORKS!
Consider the following facts:
- Print is Effective – Studies show that print on paper not only gets read (80% of households read or scan the advertising mail they receive)(1), it also drives new and repeat business. In one study, 39% of customers tried a business for the first time because of direct mail advertising, while 70% of customers renewed a business relationship because of a direct mail promotion. (2)
- Print Drives Online Sales – The ultimate “chameleon”, print on paper can be a major driver of online sales. An iProspect study found that 67% of online searches are driven by offline messages, with 39% ultimately making a purchase. Shoppers that receive a direct mail piece sending them to an online site spend, on average, 13% more than those who do not receive the printed piece.
Print on paper builds brand identification and drives sales. Print and Direct Mail – friends forever (and it doesn’t hurt that print feeds my family!).