Before smartphones and easy internet access, print marketing reigned supreme as a cornerstone of any marketing campaign. Flyers, magazines, billboards, and posters were the norm, alongside TV and radio spots. As businesses began building a digital presence through websites, blogs and social media, many assumed that the days of print marketing collateral were numbered.
While print certainly took a dip in the digital era, it’s far from obsolete. In fact, a print marketing strategy remains an essential component for many successful brands, from global household names to local small businesses.
In this article, we’re highlighting the key reasons why print marketing is still relevant and why your business should consider investing in it. But first, what exactly is print marketing collateral?
What is Print Marketing Collateral?
Print marketing collateral encompasses a wide range of physical materials—anything you can hold, touch, or feel. Some of the most common print materials include business cards, flyers, and posters. However, print marketing can also include branded merchandise, delivery vehicle wraps, billboards, and packaging.
If it exists online, it isn’t print. Digital content, whether it’s a website, blog post, or social media channel, belongs to the digital marketing category. TV and radio fall under their own distinct classifications.
Print Offers a Unique Connection
One of the most compelling benefits of print marketing collateral is its ability to create a tangible, memorable experience for the recipient. In a world saturated with digital advertising, social media posts, and email marketing, consumers are constantly bombarded with messages whenever they open their phones or computers. These digital messages are often fleeting and easily forgotten.
When someone receives a piece of print marketing, it establishes a physical connection between the individual and your brand. This opens the door to a new type of engagement— one that goes beyond clicks, likes, and shares. Instead, the recipient holds something tangible in their hands.
The same sense of connection applies to other print materials not sent through the mail. Billboards, bus advertisements, and branded merchandise can all create lasting impressions in the physical world, fostering a deeper and more sentimental bond with your brand.
Print Provides Prolonged Exposure
One significant drawback of digital media, whether shared via social media, digital ads, or email marketing, is its fleeting nature. With so much content produced every minute and public attention spans shrinking, it’s rare for digital messages to leave a lasting impression. You’ve likely seen hundreds of digital marketing messages today alone — can you recall even one that stood out?
Print marketing stands apart because it’s not easily replaced by a quick scroll or a click away. Print materials often stick around longer, giving your message prolonged exposure.
For instance, when someone receives printed collateral in the mail, they may keep it in a wallet, post it on their fridge, or even pass it on to someone else. Similarly, print advertisements such as billboards or sandwich boards remain visible to the same audience repeatedly, reinforcing company branding over time.
Print Offers Precise Targeting
While digital advertising offers advanced targeting capabilities, traditional print marketing still excels at reaching niche audiences. If you know your customer demographics well, print can be a highly effective option.
For example, targeting industry professionals through trade magazines can be one of the most productive ways to connect with specific audiences. Similarly, in-person events offer a great opportunity to hand out printed flyers, brochures, and business cards, creating memorable interactions and delivering key messages. Even for location-specific targeting, direct mail campaigns can efficiently reach residents in targeted areas.
Print Complements a Complete Marketing Strategy
Print marketing collateral doesn’t need to exist as a separate strategy. Instead, it works best when integrated with your digital marketing efforts, forming a cohesive and comprehensive approach. This combination helps reinforce brand recognition and build stronger connections with your audience.
One way to link print with digital is by including scannable QR codes on printed materials, prompting users to visit a website or social media profile. Brands can also incorporate elements of their digital strategy within print materials—such as social media hashtags or online reviews—to create a cohesive experience. Another creative option is to set up interactive displays or photo walls that encourage customers to engage with your brand online.
Ready to Elevate Your Marketing with Print Collateral?
Print marketing collateral continues to play a crucial role in modern marketing strategies. At Caorda, our design team specializes in refreshing corporate identities with clean, modern branding. From business cards and brochures to signage, banners, stickers, and flyers, we can help you create impactful marketing materials that leave a lasting impression.