THE SCIENCE BEHIND PRINT MARKETING

At a recent business expo, a restaurant owner approached our booth with this comment: “We’re posting every day about our restaurant, our deals, our happy hours, everything… but business is getting worse. I don’t get it!”

As we chatted, we discovered they had recently discontinued their monthly direct mail campaign to cut costs, assuming digital marketing could handle everything. It’s a story we hear often, and while digital marketing is undoubtedly powerful, the science tells us something fascinating: print marketing engages our brains in unique ways that screens simply can’t match.

Let’s explore the science behind why print marketing remains surprisingly effective, along with practical ways your business can put these insights to work.

1. Superior Memory Retention

Your brain actually processes print differently than digital content. Research shows print ads have an average lifespan of 17 days in consumers’ minds, compared to just 1.5 hours for email.?

Even more compelling: people recall brand names from print materials 75% of the time, versus only 44% for digital ads.

Try This: Create an oversized monthly postcard campaign featuring one bold offer or seasonal reminder. Make it refrigerator-worthy with a magnetic backing or useful information people will want to keep. An HVAC company we work with saw fantastic results with seasonal maintenance reminder postcards that included a simple HVAC efficiency checklist.

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2. Enhanced Emotional Connection

Brain imaging studies using fMRI technology reveal something remarkable: physical materials activate our emotional processing centers more than digital content.?

The simple act of holding a printed piece engages the cerebellum, the part of our brain handling both spatial and emotional processing.

Try This: Invest in high-quality, soft-touch finish brochures that people want to handle. A local real estate agent recently created a neighborhood guide with this premium finish – homeowners kept it for months, leading to multiple referrals.

3. Trusted Authority

In a time of growing skepticism about online information, print carries unique weight.?

Studies show 56% of people trust printed materials, compared to just 35% for social media content. For local businesses, this trust factor is golden.

Try This: Launch a quarterly neighborhood newsletter with useful local information, seasonal tips, and your business featured as the expert. One of our landscaping clients uses this approach to share gardening tips, becoming the go-to local authority.

4. Better Information Processing

When people read print, they absorb information differently.?

A remarkable 71% report better understanding and retention from printed materials versus online content. There’s simply less distraction when engaging with physical media.

Try This: Create a “What to Expect” guide for complex services. We’ve seen contractors use step-by-step service booklets to explain home improvement projects, resulting in better-prepared and more satisfied customers.

5. Security and Permanence

With 76% of consumers worried about digital information security, print offers reassuring permanence.?

Nearly 80% of people still keep important documents in physical form, viewing it as the most secure option.

Try This: Design high-quality loyalty program cards or annual “preferred customer” certificates. A local spa could improve their loyalty program participation by switching from digital-only to beautiful printed membership cards.

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6. Reduced Competition

While digital channels grow more crowded (71% of people now actively ignore online ads), print offers a less cluttered path to your customers’ attention. When was the last time you heard someone complain about “too much direct mail”?

Try This: Target specific neighborhoods with door hangers featuring tracking codes. A new coffee shop used this approach to offer neighbor-exclusive discounts, tracking which streets produced the most first-time visitors.

7. Customer Preference and Control

Perhaps most telling: 90% of consumers want to choose how they receive communications from businesses. With 54% reporting digital device fatigue, print offers a welcome break from screen time.

Try This: Create “Welcome to the Neighborhood” direct mail packages with useful local information and a special first-time customer offer. One local pizza shop saw a 23% response rate using this approach with new movers.

Put the Science of Print Marketing to Work for Your Business

The research is clear: print marketing engages our brains in powerful ways that digital alone cannot match. The most successful businesses we work with use print not as a replacement for digital marketing, but as a crucial part of their marketing mix.

Ready to explore how print marketing could work for your business? Let’s chat about which print tactics might work best for your specific situation. As Full Sail Media, we have more than four? decades working with print marketing, and we’re here to help you put this science to work for your bottom line. Send us a message here to get started.

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Sources: Statistics and research cited in this article come from studies by Adweek and Two Sides North America, including research from Canada Post, USPS, Millward Brown, and Go Inspire Group.