Print is Alive and Wells Your Phone a Part of Your Body?
This may not be far from the truth! Recent research found that the average person reaches for their smartphone 150 times a day, including e-mails, calls, photos, messaging, or checking the time.
This begs a crucial question. In terms of modern day marketing, does this rise in digital dominance erase the power of print? Not a chance!
Hard Copy Rules
Naomi Baron, author of Words Onscreen: The Fate of Reading in a Digital World, surveyed university students worldwide and came to a profound conclusion: young people have a near-universal preference for print.
When given a choice of various media – including hard copy, phones, tablets, or laptops – 92 percent said they could concentrate best on hard copy.
Respondents said drawbacks of digital media included distraction, eye strain, physical discomfort, while hard copy benefits included stronger visual memory, an increased desire to “re-read,” and sensory connection enabling one to touch, experience, and “keep” printed materials. Baron said that in the Slovakian respondent data, one out of TEN mentioned smell. “There really is a physical, tactile, kinesthetic component to reading.”
Don’t Forget the Fun
Looking to draw attention back to print marketing but need some inspiration to get you started?
Print comes alive through color and texture, but also through humor. Here are a few spunky print ads that helped restore our faith in the creativity of the medium in 2017:
Snowbird Ski Resorts.
Snowbird was looking to overcome its ho-hum ski magazine campaign with something different. Cloaking its sales pitch in sarcasm, Snowbird featured one-star reviews from complaining customers.
“Too advanced,” read one review. “I’d heard Snowbird is a tough mountain, but this is ridiculous. It felt like every trail was a steep chute or littered with tree wells. How is anyone supposed to ride in that? Not fun!”
Snowbird’s agency hand-picked reviews that would tantalize hardcore athletes to give the resort a try. “We’re known for our steep terrain, long runs, and deep snow,” said Snowbird marketing director David Amirault. “Beginner skiers and snowboarders . . . often find this a challenge. However, for our core guest, it’s what makes them come back year after year.”
Creative campaigns like this will definitely keep print marketing fans coming back as well!
One audacious print campaign was Burger King’s “Burning Stores,” which showed actual BK restaurants on fire with the headline “Flame grilled since 1954.”
Showcasing one of its worst moments was ridiculously brave, tying BK’s “flame-grilling” service near a flame-grilled franchise in a shocking, hilarious graphic. “Burning Stores” reminded us that engaging modern audiences includes a willingness to be vulnerable. Grey Africa’s Fran Luckin, chair of the Print & Publishing jury at Cannes, called “Burning Stores” the ideal print ads for a social media age:
“We’ve got a brand being brave enough to be authentic,” she said. “It’s a move away from having every single piece of print communication be so carefully crafted and put out there as an official announcement. There’s a sense here of being more playful, more authentic, a sense that you can be a little bit more edgy in your communication.”
Luckin reminded content producers that it’s ok for companies to laugh:
“I once heard a Coca-Cola executive use the work ‘flawsome,’ which I loved. In the social media age, where people can find out information about your brand quite easily, you have to be a little bit more real. You embrace your imperfections. You have more of a sense of humor about your corporate image. [Burger King] is a brand that’s brave enough to stick its tongue in its cheek and be a little bit young again.”
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