Who’s REALLY Consuming Print?:
by Joanne Gore
“In the last decade, while the digital marketing space has gotten noisier and considerably less effective, print has enjoyed a renaissance of increased conversion rates and marketing return on investment. Customers actually appreciate getting a nice postcard, well-designed catalogue, or personal thank you note in the mail today.” (via www.printisbig.com)
• Catalogues – According to Forbes, even with everyone on the Internet, catalogues are still mailing in the billions (with a B) and the reason from the marketers’ perspective is the foundation of direct marketing: catalogues work! They more than pay for the costs of getting them into the hands of customers and prospects.
I was recently at a tradeshow featuring the latest and greatest in premium incentives. And what were the vendors handing out? Catalogues! I wondered why they didn’t simply hand out cards with QR codes that went directly to the catalogue online and so I asked why. The answer I got? “We tried that. We found the majority of people still want a tangible, printed catalogue.” Still not sold? Consider this: The IKEA catalogue is the 3rd most printed publication in the world. (via information-facts.cotm).
