There was a time when print was starting to look vintage, antique and word on the street was that printing was dying. Digital reigned supreme. However, whether it’s the fault of fake news, too many apps or too much Trump, people are beginning to take ‘digital detoxes’ from mobile phones, laptops, anything that emits an unnatural light. Books, magazines, and physical documents have become a relief, a safe haven if you like; for when you can no longer take the every day ridiculousness of the on-going world. That’s why print still does so well, there’s no glare, you don’t need Wi-Fi to be able to see it, just your own eyes and a bit of patience. It’s also nice to feel paper again and not the clammy feel of a phone case that’s been in your palm for far too long.
Yet, when it comes to promotion, print is even more important. You can’t miss a billboard with a 6ft poster on it, but you can easily bin that email without giving it a glance. Print as a promotion demands attention, it cannot be ignored even if it’s not that relevant to the individual.
A classic example is the ad that went around America and, ironically, became an Internet sensation. The poster pictures two children, one holding a gun and the other a Kinder egg with the tag line: “One child is holding something that’s been banned in America to protect them. Guess which one.” This chilling realisation that guns are readily available in America, but a sugary snack isn’t, shows how ridiculous the gun laws are out there. This banner was put out there by Moms Demand Action, a collective of mothers calling for gun sense in America and aims to end gun violence there.
A company that use print promotion to its full benefit is McDonald’s; these are often seen in train stations, bus stops, and billboards everywhere. The introduction of Wi-Fi into their restaurants led to posters everywhere of the Wi-Fi symbol made from chips. It was simple, effective and informed busy working people that they could sit in a McDonald’s restaurant and connect to the Wi-Fi if they so wish. It’s also a case of print being needed to lead digital.
So what’s stopping you? Companies such as Toner Giant provide the ink needed to create these works of genius. It’s worth investing in your own quality printer and cartridges in the long run, especially if you’re just printing fliers because you’ll need to stay current and up-to-date with seasonal offers, celebratory days and even the news. You can start small with flyers to leave on coffee tables in busy areas and work up to something bigger, but whatever you do, don’t miss out on the importance of print when it comes to promotion.