Print advertising plays an essential role in corporate communications and marketing campaigns. It’s worth noting that French people’s attitude to advertising varies according to the medium used.
In fact, 36% of Internet users in France have downloaded an ad blocker. And yet at the same time, only 17.3% of residents have displayed a “Stop Pub” sticker on their letterbox. These Balmétrie 2017 figures clearly show the impact of print on consumers.

Paper advertising continues to rise

The majority of major advertisers favour this means of communication. Print has many advantages that make it a tool of choice for communicators. For example, letterbox advertising is an essential part of an effective multi-channel strategy.

Balmétrie figures show that over 6 million consumers in France are interested in leaflets. These fans of paper communication are both confirmed Internet users and avid readers of the press. They may even be radio listeners or TV viewers. As a result, many of them log on to the website of the brand mentioned after receiving a leaflet.

Printed advertising can therefore be used as a lever for a multi-channel marketing strategy. This applies equally to the DIY, cosmetics, supermarket, mail order and distance selling sectors. This appeal tool then enables consumers to visit the advertiser’s other communication media.

What are the advantages of print communication?

Print communication is a highly effective tool. Print advertising (direct or indirect) has a number of advantages that make it your main ally.

Attractive price/performance ratio with leaflets

The low cost of print offers a very attractive return on investment. This is because :

– 26% of print recipients remember the communication campaign.
– 34% of people who have seen the leaflet consider taking action as a result.

A targeted, high-impact tool for personalised mail

Personalised mail includes the prospect’s name and address. It offers a more direct and intimate relationship between the brand and the consumer. It is this stronger link that has an impact on the reader.

– 63% of recipients of personalised mail remember it.
– 45% of them intend to take action following receipt of this personalised mail.

Why should your company incorporate print into its communications?

Print means visual identity. These are the distinctive visible signs that identify your brand. To ensure that your brand is remembered by potential customers, you need the right graphic identity. This reveals your company’s identity through its logo, colours, slogan, typography and much more.

The resurgence of Adblockers and the near-systematic rejection of promotional emails in spam emails means that you need to rethink your communications. Paper is becoming an essential part of any campaign. Getting the word out about your activities will be through this communication channel.

To do this, you need a quality medium. You’ll need a printer who can guide you through the entire process.

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