Print marketing uncovered: seven common myths

print myths
Since the focus has been shifted to internet marketing, many have wrongfully assumed that the printing industry would die a slow death. However, nothing could be further from the truth. Here are seven common myths about print that you may have heard:

Myth one: Print harms the environment.

It’s easy to assume that print is detrimental to the environment. However, digital marketing actually leaves a large carbon footprint over the long run. In fact, a printed item leaves a carbon footprint once – when it is actually printed. Accessing a digital copy of a marketing piece leaves a carbon trail every time that a digital device is used.

There are many options for companies who are looking to save paper and keep their print options open. For one, prints can be made on 100% recycled paper. There are also die cutting and blind embossing methods of print that use no ink. Learn more about eco-friendly printing in this blog post.

Myth two: The print world is obsolete and print marketing is ineffective.

Although all of the marketing articles online prefer to cater to the newer, more exciting digital marketing world, print is far from outdated. 73% of surveyed respondents in an International Communications Research initiative said that they prefer printed communication to digital communication.

In successful marketing campaigns, print and digital marketing efforts work hand in hand utilizing technologies such as QR codes to drive offline traffic online.

Myth three: Print campaigns can be translated directly into digital campaigns and vice versa.

Many companies make the mistake of assuming that if it looks good on a computer, it will look good in print. Computers are much more advanced when it comes to displaying graphics than the print world. Raster graphics and colours that naturally bleed as well as the anomalies of analogue printing ensure that no print will ever look like what a marketer sees on a computer screen. Marketers should endeavour to fulfill the technical requirements of a print campaign while keeping the look and the message the same across technologies. Working with a professional printing company is a must for those that take their marketing seriously.

Myth four: Print media cannot be personalized.

Many business marketers make the mistake of believing that just because a digital piece can be altered in the blink of an eye that a printed piece cannot be personalized as well. Techniques such as variable printing allow a business to find and replace certain elements in a print campaign, creating the appearance of a completely personalized print piece. Audiences are much more likely to respond well to a personalized print piece because they will believe it to be more time consuming to produce (it isn’t!).

Myth five: Going with a print campaign limits options for graphics.

Because many people do not take full advantage of print technologies such as die and custom cutting, they assume that there are only a few options available for a print campaign. However, the reality is that there is virtually no limit when it comes to how you want your print collateral to look. If you can imagine it, it can be printed. It’s as simple as that! Techniques such as custom cutting, embossing, foil stamping, metallic inking and using different kinds of textured stock such as kraft paper, vellum or linen can give your print marketing materials just as much variety as your digital materials, if not more.

Myth six: All printing methods are the same.

Different printing processes produce different results. From digital to offset and all of the other methods in between (such as lithography or letterpress), each one has different capabilities along with different strengths and weaknesses. Learn more about the differences between offset and digital here. Also, your local print shop will be able to answer any questions you have about what is the best option for your project.

Myth seven: Printing takes too much time

Some people still think that every time you need to print some marketing collateral for your business, you need to show up at the print shop, explain your project to the attendant, and sit and wait for your materials to be printed. What these people don’t know is that many printers today offer a technology called web to print, which allows you to send your files to print online anytime/anywhere. Once you initiate a new printing project and choose your quantity/personalization details, you choose which location you would like your materials to be printed at (assuming you are dealing with a printer that has multiple locations). All you have to do then is go pick it up or just have it delivered to you to save even more time.

Do you have anything else to add? Let us know by commenting below.

Brittany Giles is the Social Media Specialist at The Printing House.

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