Even in the age of digital dominance, print collateral has a surprisingly strong place in the marketing mix. Here's why:
Branding a political preservation initiative in El Paso Texas through brand identity design, print and television.
Theatre poster design for Tennessee Williams' The Glass Menagerie.
Logo, poster and magazine cover for Sports Illustrated anniversary events.
Branding a political preservation initiative in El Paso Texas through brand identity design, print and television.
Intuition
not your marketing staff opinion – will tell your thinking mind where to go next. Have the courage to follow your heart.
Above is a three-minutes presentation of print samples.
Tangibility and Tactility: Physical materials offer a unique sensory experience that digital screens lack. Holding a brochure, feeling the texture of paper, and flipping through pages creates a more memorable and engaging experience for users. This can be particularly impactful for luxury brands or products that rely on emotional connections.
Breaks Through the Digital Clutter: Our attention spans are bombarded by digital marketing, causing consumers to unconsciously tune it out. A well-designed printed piece can stand out from the digital noise and capture attention in a way that online ads often struggle to achieve.
Targeted Reach: While digital marketing excels at broad reach, print can be strategically targeted to specific demographics or niches. For example, distributing brochures at industry events or placing mailers in relevant publications can effectively reach your ideal audience.
Supports the Buyer Journey: Print collateral can seamlessly integrate with your digital marketing strategy. QR codes on print materials can lead users to online content, brochures can provide detailed information to complement website visits, and direct mail pieces can encourage engagement with social media campaigns.
How to sell a Bombardier Challenger business jet with a price tag starting around $25 million?
We pursued an idea to sidestep traditional marketing and sales calls (known these days as a disruptive strategy) by producing a quarterly publication that featured one successful company and its CEO exclusively in each issue. We named it PROFILE OF A CHALLENGER. The magazine circulated among Fortune 1000 CEOs. It drew unmatched curiosity among its readership through a unique storytelling strategy, setting forth a feature story about a day in the life of a CEO and their company’s plane. The message was clear, although Subliminal: How does a corporate jet help drive growth, reach organizational goals, and simultaneously become a status symbol of success?
Needless to say, it drew the attention of other CEOs who were curious about their peers (naturally). The magazine successfully generated interest and awareness among potential buyers. It also got them aware of the Bombardier Challenger, the corporate jet as a business tool, and social status. This demonstrated the effectiveness of the strategy in generating leads and sales opportunities. Inquiries were increasing, and requests for personal meetings with Bombardier representatives grew threefold.