Swoosh…the Pendulum Continues its Swing Back to Print

One group of marketing pros demonstrates to an audience why print materials, and in particular inserts, are having a revival.

“There’s a very common misconception that people just throw inserts into the bin. Everyone talks about digital but we’re expanding largely on the back of inserts,” said Parry Jones, managing director of print media at The Specialists Works, to a rapt audience of print buyers at a recent DM event.

The attendees where part of an “Inserts: The Nuts and Bolts” event held at the DMA offices in London, writes Sarah Cosgrove in PrintWeek, and the talk centered on the idea that print marketing has incredible value when used intelligently.

“Jones said that even some of the world’s biggest tech companies respected the value of print. When Microsoft, for example, wants its employees’ to really remember something, it prints out information and puts it on their desks. Google also uses inserts,” explains Cosgrove.

There exists, Jones insisted, a chasm between marketers’ perceptions and reality.

“There’s a very common misconception that people just throw inserts into the bin. Everyone talks about digital but we’re expanding largely on the back of inserts,” he said.

“If you’re trying to get true brand engagement, if you’ve got a product to launch, if you’re after something that’s measurable, it’s proven that inserts work” he continued.

The key to getting the most out a printed insert campaign is the ability to plan, create and execute effectively.

“[All Response Media’s Aldona Cornish] shared some practical tips to ensure print buyers knew how best to approach inserts. A typical brief would include: Target market, budget, KPIs, campaign timings, the offer – such as 15% off – the format and regions targeted,” Cosgrove notes, adding that having enough lead time to do this all properly is important.

It’s interesting to note that nobody’s talking about a “return” to printing, but a new way of looking at print media and campaigns.

“[Nick Barbeary, client experience director at DST Output UK] was keen to tell delegates how print had ‘changed beyond all recognition’ over the past ‘torrid 10 years’ describing those who had survived as ‘fit’ communication companies who ‘get it’,” continues Cosgrove.

“He outlined how to get the best out of printers, including the stages of a typical campaign, suggesting that ensuring the brief is clear, the media schedule and deliveries are worked out and agreed and invoicing and credit checks are correct and done early is ideal,” she notes.

All this leads to one inevitable conclusion; print is on the rebound for very good reasons.

“The pendulum is swinging back to print,” said Barbeary. “We’re finding more and more people are coming back to us and we’re welcoming them back with open arms.”

As consumers grow increasingly distrustful of digital ads, more and more marketers are becoming all too aware of print’s real value to engage and sell.