PSPs need to educate and inform buyers of the power of print

by Martyn Eustace, Director, Print Power

The recent industry Insight Report commissioned by Canon marks a key lesson for the future: rather than stand alone, print has to be supportive of the fast-paced changes in the media landscape and establish itself as a vital element within integrated multi-media campaigns.

The survey conducted across 25 countries highlights that 62% of print buyers intend to maintain or indeed grow their investment in print, a positive indication of the power of print in an age of continued digital bombardment. Responses from buyers using print point to the benefits of the substrate to promote quality, as well as its capability to reach ‘hard to target’ audiences. And, as we are all constantly hounded by digital communication, personalised print is now more likely to be read.

At the same time, however, 38% of buyers expect a slight decrease in the use of print, and this is where the potential lies for PSPs to do more to promote print’s unique qualities. This urgent need for printers to recognise their role in promoting print as part of a wider media mix is strongly supported by the report’s findings: currently 68% of print buyers look to PSPs for advice when planning their communications campaigns. Offering greater advice and showcasing the potential of print within multi-channel marketing therefore is a way forward for progressive PSPs looking to expand their future businesses.

Complementing the findings of the 2014 Insight Report, independent research commissioned by Print Power and undertaken by BrandScience has proved that a media mix with an optimal use of print will generate incremental 17% RROI (Revenue Return on Investment) for FMCG brands

Similarly, according to research¹ from the Direct Marketing Association, print-based direct mail remains one of the most effective direct communications tools with 79% of consumers reacting immediately to direct mail. The result of well-targeted direct mail not only increases the likelihood of a positive spending decision but also drives recipients online for more information or further consumer engagement.

With the increasing availability of tools for intelligent digital integration, for example, Augmented Reality and QR codes and clickable paper, print’s vital role as a driver of consumer response will be increasingly recognised and measurable. Highlighting these facts and illustrating them with real case studies, innovative applications and customer testimonials that deliver a clear ROI should be a fundamental element of the PSPs own marketing strategy – not just to promote print’s place in the multi-channel environment but to also help them to grow a better business for the future.



References:

¹    DMA, From Letterbox to Inbox, 2013