You may think “it’s comparing apples to oranges” but the two work well together. With digital media growing increasingly more popular, many businesses are questioning the value of printed marketing materials. While a website is essential for marketing your business, printed materials such as brochures, media kits, business cards, letterhead and in some cases, signage are an important component of your marketing strategy.
Advantages of Print
There are a number of ways that print has a clear advantage. Many aren’t necessarily costly. Using unusual folds or diecuts, a printed piece is a real attention grabber. Good design on quality paper combined with processes such as letterpress, foil stamping or varnishing will create a huge wow factor. Print offers a tactile experience that no website or electronic publication (e-pub) can provide.
Isn’t printing expensive?
Businesses are always seeking ways to cut costs and you may think printing is expensive. You may need to print small quantities, and in the past that was not cost-effective. Digital printing has changed all that. It is an economical option to traditional offset printing and has really made an impact in the printing industry. In many cases you will not notice much, if any, difference between digital and offset printing.
Advantages of Electronic Media
Often, the quickest way to find information is by visiting a website. Digital publications are engaging, many offer interactive features. Smart phones and tablets are compact, portable and provide instant access. Information can be changed at lightning speed.
Which is better for the environment?
A common misconception is that printing is more damaging to the environment but that is open for debate. Two studies from Germany found that electronic newspapers can actually have a greater environmental impact than print newspapers. This is due to the energy required to make content available 24/7 on electronic devices, as well as the energy consumption of the required devices, not to mention discarded batteries clogging up landfills. Printing has become much more environmentally responsible. Printers who are FSC (Forest Stewardship Council) certified use sustainable paper products. In order to to use any of the FSC trademarks on printed pieces including the FSC logo, the product must have flowed through the FSC “chain-of-custody” from the FSC-certified forest, to a paper manufacturer, merchant, and finally printer who have FSC chain-of-custody certification.To learn more about FSC Certified paper visit their website: http://www.fscus.org/paper/
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Why you need both
Your brand is your identity. To have a strong presence, all of your printed and electronic media should have a consistent look. Everything relating to your business should reflect your brand, so it is easily recognizable to your existing and potential customers. This is called brand awareness.