We often think of print marketing as something being dropped through your door or handed to you in the street. These can seem unsolicited and you worry if people might throw them in the nearest bin. We believe in the power of leaflets. For the odd person who may throw them away, lots of others will nose at your leaflet, becoming more and more aware of your brand.
However, leaflets and print marketing have another important function. Let us not forget that all marketing materials need to add value to someone’s life. This can be to educate them, inform them, entertain them or provide a discount.
Information is a valuable commodity, especially as a prospect moves from the Awareness stage to the Consideration stage in the buyer’s funnel. That’s to say, your leaflet, Facebook ad or tweet may have shown your brand to them at an earlier stage. Now, however, they are thinking about buying whatever it is you want to show them. The only question remains, do they go to you or to your competition?
To help them decide, they need information.
Leaflets and Brochures for Person to Person Sales Interactions
When you go to a sales meeting or a potential customer comes into your showroom, it’s important to have a selection of print materials available to hand to them.
Brochures are a great way to show your product when you’re not physically able to demonstrate the product. Say, if you’re visiting someone at their home, or you’re selling a service, you can show glossy images laid out with the specifications.
Leaflets are a perfect means of displaying your price lists, packages and special deals. And if you need to provide paperwork, then a branded display wallet delivers that professional touch compared to loose sheets.
The Psychological Benefits of Printed Media
A mix of print materials and literature compared to digital equivalents connects your customer more with your brand. It is powerful psychology. In 2009, Millward Brown carried out an investigation into the power of direct mail over digital media using fMRI scans. They found that participants had a more emotional response to print. What’s more, they were better able to internalise the marketing messages.
This research strongly suggests that greater emotional processing is facilitated by the physical material than by the virtual. The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.
(Millward Brown, 2009)
Because of the emotional processing and internalisation when presented with physical documents, it is believed that people create more vivid memories and that therefore, they would retain more knowledge.
A salesperson meeting with clients would, therefore, strongly benefit from leaving print materials with a customer. This is not only as a reminder of what was said in the meeting but also as a tangible connection to the brand that will stay with them as they ponder their next move.
So, there you have it. Leaflets, flyers and brochures give you a resource to look back at key information. They look more professional than turning up with no resources or just showing someone a tablet screen, and they even help your customer feel a sense of emotional attachment. Why wouldn’t you use print marketing?
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