Print Isn’t Dead: the Benefits of Still Using Print Collateral

For years, some marketers — and the general public alike — have cried “print is dead!” (It’s such an old idea that even 1984’s Ghostbusters jokingly made reference to the idea.) And with marketing hastening towards digital resources at full speed, the discussion is nearly cyclical: is collateral actually dead? The data shows otherwise.

What is print collateral?

Before listing the benefits of print collateral, it would be helpful to define what it is we are supporting. Print collateral, broadly speaking, is any physical media material that promotes a company’s goods or services. This refers typically to printed content like promotional brochures, direct mailers, catalogues, magazines, posters, flyers and even business cards.

Roughly 20 years ago, print collateral played an integral role in marketing efforts. Launching a new product? Create a brochure to leave with potential buyers! Need something to help customers through a new service? Give them a printed user manual that explains what they need to know. However, with the digital era rapidly changing how companies use (or don’t use) printing, marketing collateral saw a bit of a dip as marketing shifted towards shorter content like blogs and social media to answer shorter questions on faster turnarounds.

Why you should still invest in print collateral

Long-form collateral establishes trust with the entire audience — not just customers.

Blogs, collectively, showcase a variety and range of knowledge for companies. But a single piece of collateral about a topic, product or service firmly establishes your company as the expert on the subject. It also consolidates everything your audience needs to know about a topic in one document — allowing you to double as a convenient resource for them if they have any questions later on.

Printed pieces have a lasting impact.

Collateral — especially print collateral — builds and strengthens your relationships with customers. It shows your audience not only have you put thought into the messaging, but also the design and layout of an item you plan on giving away. It represents your brand and extends your presence with prospects and customers alike and helps keep you top-of-mind. Print collateral does an especially good job of this; your content stays in eyesight rather than being buried in someone’s inbox.

It works in tandem with digital.

Despite trendy news to the contrary, marketing collateral might be more effective now than ever before. Why? Because, after years of being told collateral is inefficient, companies have started to move away from creating it. And your company can now invest in sending a well-crafted piece of printed collateral on nice paper while also providing them with a digital file for instant messaging. Well-produced collateral helps you become what all companies aspire to be: memorable.

A healthy content strategy should include more than blogs and social media posts. Having skilled writers capable of crafting deep dives into your company’s industry, products and services can give you a return on your investment for years to come. Don’t know where to get started building out marketing collateral, or even a larger content strategy? We can help! Appleton is an award-winning, full-service Orlando advertising write papers agency that works with local, national and international clients to deliver impressive marketing collateral, branding, print, web, public relations, social media and video services — all in-house. We want to learn about your business, empower your marketing team and be your creative resource. Your advertising goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com.