The Value and Effectiveness of Print Marketing
Print marketing offers more than just a message — it provides lasting value for your business.
Printed materials can serve as a constant reminder of your brand, with many items having a long lifespan and frequent use. Even promotional items that may seem disposable often end up being kept and used repeatedly, keeping your brand front and centre in the minds of customers.
People Keep Useful Items
To ensure your brand remains top of mind, consider using practical items that customers can use daily, such as calendars, notepads, or branded pens.
These items aren’t typically thrown away. Instead, they are used regularly, providing a consistent reminder of your business. In fact, well-designed print marketing can deliver valuable information to customers, position you as an expert in your industry, and help convert potential leads into loyal customers.
Print Items Have Lasting Value
A great example of the lasting impact of print marketing is IKEA’s decision to print their logo on measuring tapes. While these tapes were not designed for long-term use, they often “live on” in handbags or glove compartments, keeping the IKEA brand visible and top of mind for years.
A 2015 ethnographic study by Canada Post found that useful printed items were:
- Kept in a designated area of the home by 39% of people,
- Held onto for at least 4 months by 20% of people, and
- Shared with other household members by 35% of people.
Business-to-business catalogues, in particular, were found to have an even longer lifespan, often being kept for up to four months.
Print Marketing and Consumer Behaviour
A 2014 study on mail distribution also revealed key insights into how people engage with printed marketing. The study focused on the journey of mail as it enters and leaves the home, highlighting three important areas where mail is typically kept: the holding area, the pile, and the display area. These are the prime spots that can turn casual readers into customers.
Well-placed print materials are often kept in high-traffic areas, like kitchens or offices, where they are seen by multiple people. This increases the likelihood of conversion, as the materials stay visible and are shared within the household or office.
Print Marketing: Still Going Strong
Despite the rise of digital media, print marketing remains a powerful and effective tool for building brand awareness and customer loyalty. If you’re ready to create a print marketing project, we’re here to help bring your vision to life.
