Select Comments: How and Where is Print an Especially Effective Solution?

In my experience, print is particularly effective for clients who value tangible experiences, such as luxury brands, high-end publications, and artistic endeavors. Print excels in conveying a sense of quality, permanence, and craftsmanship. Additionally, print is relevant when targeting specific demographics, such as older audiences who may prefer traditional mediums. On the other hand, for fast-paced industries with rapidly changing content, digital platforms may offer more flexibility and real-time updates, making print less relevant. Ultimately, the effectiveness of print depends on the specific goals, target audience, and nature of the content being communicated.

Print is especially effective for packaging clients and consumers. All aspects of packaging quality (materials, finishes, etc) are highly considered and still make a huge impact on the competitive shelves. As for clients who do not rely on packaging, including those who mainly have an online presence, just about all of them still take much pride in their business card printing and apparel/ promotional materials. We also have clients who care about photography of their products and services, and the high-quality book printing we do for them is very effective.

Print is important. Clients still need brochures. Clients still need business cards. Clients still need posters and sales flyers. A digital leave-behind is not as effective. If you leave a brochure, then that brochure might be passively seen laying on a desk by the prospective buyer. If you leave a PDF for them to look at, they have to be intentional. The prospective buyer will have to actively load up that PDF to be reminded of whatever it is you are selling. Even if your leave-behind is a business card with a QR code, it’s still a physical piece in the real world.

Print is especially effective for learning new content, changing the way you think, or developing a new process. A printed quick reference or reminder that lives at your desk is extremely beneficial. If you’re learning or training virtually—print is irrelevant. However, a problem may arise where general ideas are retained, but specific content and concepts need reinforcement, coaching, or digital reminders.

In my experience, print is particularly effective for clients and content that require a tangible and immersive experience. Industries like luxury brands, real estate, and art often benefit from print’s ability to showcase products or visuals with highquality images and design. Print is also effective when targeting certain demographics that prefer physical materials, such as older audiences or those in rural areas with limited internet access. On the other hand, print may be less relevant for timesensitive content, rapidly changing information, or when targeting tech-savvy, digitally-oriented consumers who prefer instant access and interactive features. Ultimately, the effectiveness of print depends on the specific context and target audience.

I’ve found it extremely relevant to every client. The idea that it is not relevant is the actual problem; some (many, too many) clients think they don’t need anything but a social media account. Once they see the impact of a catalog, or direct mail, or packaging, or books to have and to hold, the light switches on. I do everything possible to keep that light ON.

In my experience, both print and digital/online communications both have a solid space with clients. Having the choice on how to communicate and choosing your delivery solution is what’s powerful.

Our industry is mostly made up of baby boomers as far as decisionmaking goes. They grew up with print and are still likely to prefer it over digital.

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