Over the past few years I’ve heard various creative people (and some not so creative ones as well) say that ‘Print is Dead!’ It is an interesting argument and one that has gained momentum in recent times. The rise of the Internet, Smartphones and iPads make it seem like that statement may be true.
But I don’t agree – and here are the reasons why…
Apps, iPhones, iPads and websites are very exciting. Showing off your latest app to a customer is great. Developing and promoting your website is vital. Making sure you invest in these areas could be very important for your business. I would never discourage that – in fact it is a big part of how I make my living!
People are interested and engaged by things they don’t know about and we all have a thirst for knowledge. These new ways of doing things are more exciting than print – but they do not necessarily replace it. They are more likely to complement your marketing activity and may be aimed at a particular niche market. A market that you may have found difficult to connect with previous marketing campaigns.
Print has been around for a long time. The fact your magazine is printed on a state of the art digital printing press is of no interest to you as a reader. It looks the same, it feels the same, it is the same! We are familiar with print. It is just there and we don’t need to know any more about it. It would be wrong to dismiss it though. My father, who is 70, doesn’t really understand the Internet, iTunes, Facebook, Twitter, iPhones and iPads. He doesn’t really want to learn about them but he’ll happily flick through a brochure or read a magazine or a leaflet. He gets his information in a different way, in more traditional formats.
I wouldn’t want you to think that it is just older people who need printed material. Imagine a salesman turning up to a meeting with a buyer from a large business. His boss is a visionary and he decides not to print a brochure. It is only available as a download on their website or as an app. The salesman turns up for one of the most important meetings of his career with half a dozen pages printed off from the office printer in his hand. He hopes the client has an iPhone so they can view the app – but they don’t. They have an Android phone so it doesn’t work. His boss has not given him the best tools for the job. Sometimes you have got to go with the most appropriate solution – and Print is tried and tested. It is often what people expect and it may not be ‘sexy’ but it might be exactly what you need.
We all love new ideas, new technology and learning new ways to do things – but sometimes the old way may still the best way. Sometimes it might just be a case of The Emperor’s New Clothes! Good creatives consider the target audience(s) and tailor their marketing material accordingly. Ignoring ‘Print’ would be a mistake because it is – and will continue to be – a very effective way to communicate your message to customers, especially when it is done well.
Next time a creative suggests doing something different for your marketing or advertising campaign, just take a moment. Make sure you consider all the options. Is it the best solution for my target market? If it is then great, but if it isn’t discuss it further. In these tough economic conditions you need to make every penny of your marketing budget work for you.
Creative Plan can help you buy your print effectively through our Print Management service. If you are interested in discussing your requirements, call 0845 643 4284 or contact us via the website.
