PRINT IS STILL RELEVANTThink about how brick-and-mortar businesses use print. They mail out postcards; they install window decals with their hours and contact info; they hang banners or place sidewalk signs during a big sale. Even if you may not have a physical storefront, print media can still be equally helpful to you:
— Print engages more of the senses than digital media, making it memorable. As customers feel and smell paper, they gain tactile memories to associate with you.
— Print pushes you to consider how well your visual design translates across different media. While your logo and colors may look great on a monitor, how well would they do in paper and ink?
— Print helps you test your ability to engage your audience without falling back on a digital crutch. When there aren’t animations or clickable components available to hold viewers’ attention, how appealing is your design?
— Print gives you a tangible way to build credibility with your target audience. By consistently displaying your logo, you convey that you are serious about your business, which builds brand awareness in your community.
— Print makes you more personable. It reminds people that you are the face behind your business, especially if you include a picture of yourself or a short handwritten note on your print promotions.
Many businesses don’t interact enough within the local business sphere as much as they should. You shouldn’t overlook the power of a loyal local fan base and regulars, print mediums can keep them informed and an employee that may deliver the message along with it. You need a strong foundation of retained customers to drive profit, since loyal shoppers tend to spend more than new customers. Take advantage local connections through print.