Continued from previous post: Part 1 of 5 on Why Print

Print is interactive.

Personalized magazine bingo cards let readers send for more information with quick check offs. Or, use postcards and use a direct mail campaign to drive prospects to a personalized website where they can tell you their aspirations and expectations.

Print drives a higher ROI.

Printing is particularly persuasive as direct mail. According to research by the Direct Marketing Association and the Wharton Economic Forecasting Associates, print’s performance through the mail can be measured in dollars and cents.
The DMA researchers found that U.S. advertisers spend $167 per person in direct mail marketing to earn $2,095 worth of goods per person, scoring a return on investment of 13 to 1.

Why? Because people gravitate toward print. A total of 38% of households surveyed by the U.S. Postal Service in 2006 found direct mail pieces interesting. That study also found that 85% of mail is either read or visually scanned by recipients.
And direct mail is also a great way to expand business relationships and keep customers loyal. A study by the Rochester Institute of Technology Printing Industry Center found that 67% of respondents like getting flyers and postcards about new products from companies they do business with.

Print is beautiful.

Why do they call it the graphic arts? Because print is beautiful and printers continue to consider every job they do a personal masterpiece. And now, advanced printing techniques, like high-fi color and advanced screening, make their work more appealing and more compelling.

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