As digital channels continue to flood our marketing landscape, the pressure to stand out amidst the digital noise grows exponentially. Clients spanning various sectors, including finance, healthcare, hospitality, and more, have expressed concerns about the saturation of digital methods, leading to audience fatigue.

Audience Digital Fatigue

Studies have shown that Americans are spending an average of 7 hours, 4 min in front of a screen. Similarly, people spent almost half (44%) of their waking hours focused on their phone, tablet, computer or TV. This is likely why 40% of respondents said they feel they experience digital fatigue.

Customers are using inbox organizers to block or delete emails. That means it’s likely your email newsletter or drip campaign isn’t getting opened. Online surfers pass right by ads, becoming “blind” to them. They are suspicious of things that look unauthentic, labeling them clickbait and discrediting all ads in the process.

A Solution to Digital Fatigue for Marketers

The solution? In addition to your digital marketing lead generation strategies, use print. Break through the digital noise with tangible products, such as printed materials, promotional items, and signage. 

Your strategy should ensure your brand is consistent across both printed and digital communications, as they help strengthen relationships, build your network, and showcase your brand in multiple formats.

Here are three tips from the marketing masters at Plumb to use tangible print products.

Make Print a Focal Point

Direct Mail. A study by the Association of National Advertising (ANA) found that adding direct mail to a digital marketing campaign increases response rates by over 40%. Further, it shows direct mail improves conversion, brand recognition, and customer experience.

Brochures. When was the last time your business used a print brochure? Choose a good paper or cardstock, because that creates the first impression. Consider unique folds and interactive print elements like a QR code to build curiosity and interaction.

Stationery. Corporate stationery used to send a letter to a customer or provide an informational flyer, can make you stand out. Remember design and quality of printed materials sets the tone for interacting with your business, so be sure to make a good impression with good design and quality paper.

Pro Tip: Whether direct mail or a brochure, use a strong call-to-action, such as asking your customer to shop online, visit your website, or call. Just like you do with digital, always define your call-to-action so your audience knows what to do when they finish reading the document – whether it’s to visit your website, call you, or shop online.

Leverage Promotional Products 

Custom Booklets & Catalogs. Consider printed booklets for customer presentations or longer-form content. These can be distributed for presentations, tradeshows, or other types of promotion. Saddle stitching, wire-binding, and glue bindings can be used depending on the size to give them a clean, finished look.

Corporate Gifting. Gifts for larger clients, or for celebrating special events, are always appreciated. These promotional products have a long shelf life if designed correctly. Consider your target audience and what they would value. If you can dream it, it can be printed.

Promotional Items. Loyalty awards and sweepstakes are fun ways to engage customers. Giveaway items encourage people to engage with your brand in a new way. Awards can be glamorous (like a leather handbag) or simple (holiday cards or calendars). Most of all, however, they should be branded and of value to your prospects and customers.

Pro Tip: Consider featuring your own customers or vendors in your booklets or providing them with items for gifts or giveaways. For example, one travel provider featured images of their favorite hotels (provided by the hotels themselves) to create a booklet of hot destinations to give out to prospective customers to whet their appetites.

Use Signs to Create Awareness

Billboards. Large format posters strategically placed can result in thousands of people being introduced to, or reminded of your business. Clean design with clear wording and images are best for this format.

Posters. Posters are a cost-effective and versatile print medium. Depending on their message and purpose, they can be featured and rotated out. Use them to highlight seasonal offerings and communicate time-bound messages.

Banners. While banners are often used in shows, they can also be used outdoors to draw attention or give direction. They can be used for special events or rotated seasonally like posters. 

Pro Tip: Continuous viewing and length of viewing of your signs help to reinforce your brand and message, so be consistent and fresh. Good design is critical here so your message isn’t lost.

Use Print to Cut Through the Digital Chaos

If you feel like your marketing has become stale and overlooked, let us help add in some print to break through the digital fatigue. Adding print collateral to your marketing mix builds brand awareness and gives marketers another tool to conquer inbox overload and digital chaos.

Feeling inspired and ready to get started? Contact us today to discuss options, ideas and strategies.