The Value of Print Marketing Materials in the Digital Age
In an era dominated by digital marketing strategies, the enduring value of print marketing materials often gets overlooked. We understand the skepticism surrounding the efficacy of flyers, brochures, and other print collateral in today's tech-savvy world. However, in multifamily it's crucial to recognize that print materials continue to play a vital role in creating lasting impressions and driving engagement. In this article, we’ll explore the undeniable value of print marketing materials to help apartment communities thrive in the digital age.
The Tangible Connection
One of the primary advantages of print marketing materials is the tangible connection they establish with potential residents. In a study conducted by Temple University in partnership with USPS, researchers found that physical material, such as print collateral, elicits a stronger emotional response and better memory retention compared to digital content. The touch, feel, and even the scent of a well-designed brochure or flyer contribute to a more immersive experience, creating a lasting impression in the minds of prospects.
Print Enhances Digital
Contrary to the belief that print and digital marketing are mutually exclusive, they can work harmoniously to reinforce your message. According to a survey by Two Sides, a non-profit organization promoting sustainable print and paper practices, 63% of consumers prefer a mix of print and digital communications. By integrating print marketing materials into your overall strategy, you create a cohesive and comprehensive brand presence that resonates with a diverse audience.
Trust in Tangibility
Print materials inherently convey a sense of credibility and permanence that digital content may struggle to match. A study by the Canada Post and True Impact Marketing found that physical media, including direct mail, requires 21% less cognitive effort to process than digital media. This ease of processing translates into a higher likelihood of your message being absorbed and trusted by potential residents, contributing to the overall success of your marketing campaign.
Print's Targeted Impact
In the age of digital bombardment, where online ads and emails often go unnoticed, print marketing materials can stand out as a breath of fresh air. The American Marketing Association reports that direct mail boasts a 4.4% response rate, significantly higher than the average response rate for email (0.12%). By strategically distributing flyers and brochures to your target audience, you increase the likelihood of capturing their attention and driving them to take the desired action – visiting your apartment community.
Print's Enduring Reach
Unlike digital content that can be easily scrolled past or deleted, print materials have a more enduring presence. While a Google or Facebook ad may have a lifespan of a few seconds, a postcard or brochure can linger in a household for days, even weeks. This prolonged exposure ensures that your message continues to make an impact long after the initial interaction, fostering brand recall and recognition. Pair your apartment community’s brochure with a takeaway like pens or a canvas bag and that lasting power increases.
The Personal Touch of Print
Print marketing materials provide a unique opportunity to add a personal touch to your outreach efforts. By customizing brochures and flyers with localized information, personalized messages, and even handwritten notes, you demonstrate a genuine interest in your potential residents.
Print's Environmental Friendliness
Contrary to the misconception that print is environmentally unfriendly, advancements in sustainable printing practices make it an eco-conscious choice. The Forest Stewardship Council (FSC) certifies responsibly sourced paper, ensuring that your print materials contribute to forest conservation. Additionally, many printing companies utilize eco-friendly inks and energy-efficient processes, making print marketing materials a greener option than one might assume.
In the ever-evolving landscape of apartment community marketing, it's crucial to recognize the enduring value of print marketing materials. Backed by research and industry insights, print collateral offers a tangible connection, enhances digital efforts, builds trust, and ensures a targeted and enduring impact. By embracing the synergies between print and digital, apartment communities can create comprehensive marketing campaigns that resonate with their audience, foster engagement, and ultimately drive success.
