Written by Nilda Cerna, Marketing Manager at Romax Marketing & Distribution.
What is printing?
83% of people valued mail that kept them up to date.
It’s almost impossible to imagine the world without print. It’s all around us and plays a vital role in our daily lives, newspapers, magazines, invoices, brochures, notebooks, books and adult colouring books!
Printing is a highly effective offering “a real-world experience” via tactile sensations, grabbing and holding peoples’ attention longer than digital communications. According to the Institute of direct and digital marketing, “62% of young families keep mail in a special place.”
With an industry turnover of £13.5 Billion and employing around 122,000 people in 8,600 companies, the UK printing sector is an important economic contributor, and the fifth largest producer in the world, behind the US, China, Japan and Germany.
The rapid growth of the internet has put the print media under threat, however, the latest Advertising Association reveals that the printing advertising grew by 8.1% in 2015, and is forecasted to grow by 3.8% in average over coming years as the overload in electronic communication reduces its effects.
Why print media?
59% of people have visited a company website to find out more after receiving a door drop
The vast majority of printed products have an impact on marketing. Printed communications are available in a wide range of sizes, forms and textures, and is engaging, versatile and creative. Direct mail uses its ability to gain access to an individual’s home delivering a targeted sales messages, while doors drops have an enviable reach and ROI. According to Royal Mail, 92% of people read the door drops delivered to their homes and 59% of them have visited the companies website.
Direct Mail and Catalogues provide inspiration for customers before they make the purchase either online or in a store. Research from The Institute of Direct and Digital Marketing shows that “1 in 4 couples have bought something as a result of addressed mail in 2016.”
Why people value print media?
60% of Britons said valued mail can help keep the brand front of mind
Print communications contain information that keeps customers and leads up to date. According to the Valued Mail research study by the Royal Mail MarketReach “44% of people feel better informed by mail they value”.
Direct Mail and others types of printing communication create real feelings. Some are personal, others purely transactional and some arise due to the relationship between the recipient and sender. 45% of people feel happy when they receive mail they value.
Companies who have membership programmes, know the high impact of the printing communication to add value to their service. The V&A Museum in London, the world’s leading museum of art and design, is one of those who sends more than 95,000 targeted letters and printing communication annually to their members, in partnership with Romax Marketing.
How print media increases ROI
Campaigns that included mail were 40% more likely to deliver top-ranking acquisition levels than campaigns without mail
When mail was included in a marketing campaign, the total communications ROI rose by 12%. A personalised direct market could increase even more this value, duplicating it in some cases, as the prestigious UK retailer Emma Bridgewater, who increased by 25% their ROI from a Direct Marketing Christmas Campaign.
UK Printing facts demonstrate how the inclusion of printed communication as part of the online and offline media mix, increase the interaction and the customer is more likely to take positive action.
Print is sustainable
Reading a print newspaper can consume 20% less carbon than viewing news online
Print media needs paper as a main raw material source, raising an emotive area for environmental concern. The European forested area has grown over 30% since 1950 and the paper industry is recycling 72% of the paper used – that’s equivalent to recycling 2 tonnes every second, according to the Swedish Royal Institute of Technology.
The printing process is constantly becoming more environmentally friendly, refining its materials and processes to reduce its impact.
Romax Marketing & Distribution, a Greenwich-London based company, is leading the printing industry with the latest technology and process since 1997.
Romax provides a wide range of services in Direct Marketing for B2B and B2C, including Consultancy, Direct Mail, Data Management, Printing, Discount Postages, Membership Services, contact us for your client focused proposal.
Romax Marketing & Distribution provides a wide range of services in Direct Marketing for B2B and B2C, including Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services, and Consultancy.
Contact us, either by phone +44 (0) 20 8293 8550, email hello@romax.co.uk
