Your brand represents the value consumers perceive in your product or service and is therefore one of your most valuable intangible assets.
- Readership across print channels in Australia are strong across all age-groups – catalogues and mail hold high attention ratings with 76% and 74% respectively (Roy Morgan and Accenture, 2020).
- Brand’s utilise print to leverage ‘trust’ and ‘reliability’ attributes. Facebook launched its print quarterly, Grow, in response to strong criticism and scrutiny for mishandling user data. The company used its print medium to issue apologies to the public and to heavily publicise its ‘Fake news is not our friend’ campaign. (Reuters, 2019)
- Brands are developing their own brand positioning via publishing channels across online and print solutions. Tess Macleod-Smith, VP of publishing and media at Net-a-Porter, said that “85% of our top customers were inspired to shop after reading an issue of Porter, and those who become subscribers increased their spend by more than 125% and their frequency on the site by more than 25%,” (Reuters, 2019).
- “Social media connections that brands grow on sites like Twitter, Facebook and Youtube belong to those companies, not the brands …. If a consumer subscribes to your magazine and actively trades their personal information to receive your magazine, that means something. And talk about first-party data,” Joe Pulizzi, Killing Marketing, 2018.
- Using multiple channels to talk to each other and replicate brand positioning in consumer’s homes is the greatest strength of print media channels. “You can’t put a website on your coffee table. If you want to show-off design, print is your medium. There is a reason why catalogues are still popular, even for businesses that do the bulk of their sales online. Print is also absolute. It is what it is. Your work can’t be altered and shared in bits and pieces or endlessly revised,” Media Planet, 2020.
- Crucially for advertisers, antipathy towards certain channels is actively stifling profitability. Planning for Profit, by Benchmarketing and Newsworks, shows that brands are grossly under-utilising media bands, and in doing so they’re losing out on an estimated $6bn in potential campaign profit. (Planning for Profit, 2018).