Building trust with customers and clients where their focus and attention is pulled across an increasing array of digital platforms is harder than ever. Using mediums and channels which are trusted by your customer really matters, particularly when combined with a consistent message.
When someone picks up a brochure, exhibition catalogue or direct mail piece, their impression is often formed before they read a single word, especially when it is part of a multi-channel strategy.
Research carried out by the IPIA showed a 99.1% positive sentiment* towards trust in print. When combined, print can work best by reinforcing digital messages to build recognition, delivering visibility and impact businesses need - and importantly converting the awareness into action.
This is not about a print vs digital choice. Print is trusted - it's very permanence means when it comes to digital content, the IPIA research showed around 73% net positive sentiment* compared with digital, scoring particularly highly where there has been a consistent brand and visual approach across other channels.
There is an instinctive trust established where consumers, customers and clients see consistency from recognisable messaging, images and tone of voice. Whether you're a big brand or small business, the same applies - print in every form has the unique ability to create credibility, backing the messages your business is building.
Print is often referred to as a 'super touch point' channel - one where multiple opportunities to engage can deliver a disproportionately higher outcomes. From the ability to deliver carefully synchronised communications which include digital and print, hyper-target your intended audience or build scale, print attracts attention - telling your story and inspiring your audience to start a conversation.
Direct mail is a great example of a 'super touch point'; attracting attention, deepening relationships and trust, sparking conversations. Boasting exceptionally engagement rates of 96% according to JICMail's response rate tracking where action has been taken to open and read branded mail.
Mail starts conversations: with around 19% of business mail prompts discussion and linked to other campaign messages, this 'warm' message prompts at least 17% of those receiving to take action. Further Nielsen data goes on to show at least 35% of consumers receiving mail went on to buy and this has been increasing every year.
Choosing to include print in your marketing and communications is an essential ingredient to land your message with physical interaction – making it memorable, making it count. When you’re planning your marketing communications, we know this seamless experience between digital and print is far more powerful when planned together. Messages delivered through print do not just communicate; they reassure, inform and persuade.
Setting out to evaluate the impact of print, we can measure critical factors such as the value exchange for the audience you are speaking to and what you want them to do when your print lands in their hands. Does it drive a direct response? What outcomes and actions could you expect once they have received your printed piece? However you decide to measure, the reach of print goes beyond just providing a leaflet or a catalogue.
Increased commitment: the effort and resources required to create and distribute print materials signal credibility to your customers and clients, reinforcing trust.
Deeper connections: the tangible nature of print fosters a stronger emotional connection with consumers compared to digital media, which can be easily dismissed or overlooked.
Younger audiences embrace print: a surprising 82% of Millennials expressed higher trust in print marketing over digital advertising in the IPIA research. Something we also see in Gen Z and Gen A as they seek 'IRL' (in real life) connection and meaningful interactions.
Information retention and recall consumers engage more deeply with print and when combined with digital media; the overall message is trusted, leading to better brand recall and long-term loyalty.
Print can’t be ignored with a single swipe, or switched off. From the moment we pick up and handle print, we have a different level of recall and we are more likely to take action. From the brochure showing rich colour images of a brand you aspire to own, or a compelling offer for your favourite product drops through the door in an envelope: we know print holds customer attention for longer. This enables the messages you want to deliver to resonate in a different mindset.
With digital fatigue on the rise** coupled with a decline in effectiveness in areas such as pay per click and search*** businesses need to reassess marketing channels which can now genuinely reach consumers and deliver results. Print offers a unique advantage: exclusivity of attention.
The ability of a personalised direct mail piece or a premium catalogue to go beyond the online experience feels intentional, curated, and personal; it makes the recipient feel valued.
Delivering messages in this medium builds emotional connection, strengthens brand loyalty and fosters the trust every business and brand owner wants to demonstrate to their customer.
Businesses that understand the psychology of trust will win customer loyalty. Standing out from competitors, delivering those true points of differentiation which offer a memorable interaction which you can measure. Print is not just relevant for the audiences you want to engage and sales you need to deliver, it is indispensable.
At Healeys, planning your project, from how you want to engage your customers through to the end result is never simply a technical discussion.
It is part of a broader conversation about your intended audience, objectives, sustainability, production requirements and brand perception.
Whether you're producing an exhibition catalogue, annual report, luxury brochure, prospectus or direct mail campaign, we can help you transform the effectiveness of your print.
Great print isn't just about what people see. It's about what they feel and what they remember.
Arrange to speak to our experienced team today to discover how print can help deliver the trust factor for your business.
*IPIA Research: Madano 2024 Q Trust in print vs digital channels **Holmen: Digital Fatigue White Paper 2020 ***The Rising Costs and Diminishing Returns (Paper, N Harte)