Why premium brands should be harnessing the power of print
“Print is dead” declared many... at least a decade ago.
Sure enough, businesses have focused more and more energy on their digital marketing over the last decade. Yet simultaneously – as the majority continued to steer away from print – a print revival occurred. High-end brands maintained – and I would even go as far to say pursued – print as a key marketing tool that says luxury.
For many Marketing Moguls, it may have seemed only right to crank up the e-marketing frequency, churn out more content on social media and drive a rigorous SEO strategy. But whilst all of this is important, print (particularly when done well) has proven to be a superior form of marketing output, particularly when navigating a luxury market.
By employing a combination of well-curated content, a design-centric interior page layout, a premium choice of paper stock and special finishes, print can be celebrated for beautifully encapsulating a brand and delivering a core message through a tangible medium.
Karl Lagerfield once said, “The smell of a freshly printed book is the best smell in the world.”
We all know the lovely sensory experience of grasping hold of a buttery, luxuriant publication, packed with that delicious, new-book-smell-infused paper. And it’s the same reason that people have clung to their beloved paperbacks, despite being tempted by the kindle concept. Print satisfies the innate human need to be tactile and interact with one of the most engaging senses, the touch. For premium brands, printed marketing is an exceptional strategy in delivering brand cues and signalling a sense of quality to an audience.
Print is not an everyday experience anymore. Instead, it feels like a luxury. If you want to convey a sense of quality from your brand, be wise when it comes to print. Choose and invest wisely!
TFP Recommends: MOO for easy-to-order, affordable and high-quality print with competitive turnaround times.
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