I’ve done the research and I know what you are doing…
You are now preparing to skim the life out of this blog post, looking for any answers that might actually jump out at you and assist you in your job.
I’ll tell you what you are not going to do. You are not going to make a cup of tea, take your time, sit down, feel the actual weight of an object in your hands, thank the stars your eyes finally have an excuse to be free of the screen…..
Which of those two scenarios sounds more appealing to you? Which one do you think will put you in a better frame of mind and more open to receiving and retaining information?
The second one of course! And you are not alone.
All of the marketing intelligence that had us turning our focus towards everything digital for the last couple of decades is now striking a more reasonable balance and the statistics are supporting that generations Y and Millennials in particular are “detech-ing” and enjoying the nostalgia of physical communication.
In 2019 prioritising physical in your marketing mix is key.
5 Advantages of Printed vs Digital Catalogues
- You can place it in the right hands.
Yes, product catalogues tend to be one of the more expensive items to print, depending on the size of your product range and frequency with which you need to print new editions. However, with printed catalogues you can control the distribution, whether it be to current customers or potential customers. You know that your catalogue is going to fall into the exact right hands. As a digital marketer trying to reach the right audience is something I spend a great deal of time (and money) on, yet still do not have ultimate control of our content being seen by the exact right audience. Remember that time is money. The more sure you can be of your marketing reaching the right audience the more cost effective it can be.
- It can be attractive in a way digital cannot
Texture, Colour, Gloss, Cut Outs… things you can peak inside and run your hands over. Oh my!
Our senses are deeply linked to our emotions, which can often make the difference between deciding between one option or another.
Millennials in particular report a sensation of luxury and being spoilt when engaging with physical communications over digital. Making your catalogue a sensory experience for your potential customer may just be the factor that edges out the competition.
- It is less likely to be ignored – so say the stats
We’ve already talked about how the distribution of a physical catalogue can be more targeted as it is completely under your control. But even for untargeted distribution the figure holds up for physical print over digital advertising. A report from the US Postal Service reported that Millennials (those now aged 23 – 38 years old) are only 15% likely to ignore direct mail compared to 50% likely to ignore digital advertising. It is becoming apparent that these digital natives have a higher regard for psychical experiences, and one of the reasons for that may be due to our next point, “good vibes”.
- It gives us “good brain vibes’, according to science
Neuromarketing reasearch showed that although subjects processed digital content more quickly that they spent more time with physical content, which triggered activity in a part of the brain that corresponds with value and desirability. Additionally, participants had a stronger emotional response to physical content and better information recall and memory. Now if that isn’t something you want when promoting your goods and services I don’t know what it is!
- The “big guns” are turning back to physical catalogues
In a recent Harvard Business Review article, Why the Print Catalogue is Back, Denise Lee Yohn refers to the recent resurgence in physical catalogues from both those that have previously walked away from them, and new companies who were born in the digital age. The article pin points American retail giants J.C. Penney, Anthropologie, LL Bean and many more. For many large retailers it is not a question of whether or not the should have a printed catalogue but more of a question of strategic design and distribution of their catalogues to make sure they convert sales.
We’ve seen our fair share of catalogues over the years at Woolston Printing, and continue to help clients organise their catalogues year on year. If you would like to consult with us about how to get started printing your product catalogue we are here to help! Please give Lester, Cassie or Courtney a call on (03) 6391 8481 or let us know what we can do for you through our Contact Page.