Print media retain their importance even in an increasingly digitalized world. They have inherent values and capabilities that no screen in the world can offer. Their physical presence enables a multi-sensory connection between people and content, their credibility and longevity create trust, their diversity makes our lives colorful and varied. It's high time to bring the qualities of the printed medium back into focus and learn to appreciate them anew.
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Print - (not) an image problem
In our increasingly digitalized world, the importance of the printed medium seems to be fading into the background more and more often. Print wrongly has an image problem. Because what would a world without print look like? - Gray, dreary, sad. All you have to do is look around and realize that print is everywhere. This is exactly what needs to be made more visible and tangible again. Print makes our everyday life lively and colorful. Print products contain a universe full of facets, depth and authenticity that goes far beyond superficial representations. Print is not just an image that you look at, but an experience that you feel, that moves you, that you can lose yourself in in the best sense of the word. Print tells stories, arouses emotions, creates relationships. As an inexhaustible source of inspiration and diversity, only print can create holistic, genuine (brand) experiences and unique, deep connections. Time to show all this!
Multi-sensor technology
Sinnstifter Print
We experience the world through our senses. They enable us to absorb and process information and to develop emotions. Just think of babies who show a grasping reflex immediately after birth. Or toddlers who want to put everything in their mouths. We get to know the world and experience it by feeling, seeing, hearing, smelling and tasting. It is therefore quite natural that we are particularly attracted to media that appeal to our sensory organs. While the digital world can serve aspects such as speed, interactivity and reach particularly efficiently, print media is able to fulfill the human need for connection. They are tangible, tactile, real. They literally offer stability in a fast-moving world.
Print creates moments of pleasure. The characterful feel of a business card that remains positively in the memory. The bold play of colors on a poster that no eye can ignore. The familiar crackle of the daily newspaper over your morning coffee. And what is that pleasantly subtle fragrance that this fine perfumery brochure exudes? In the truest sense, print is even tasteful: edible paper has long been more than just a fun childhood memory. So what do we do with this information? Quite simply. We need to become much more aware of the incomparable strengths of print and bring them out into the world. Print is only yesterday's news in the sense that it touches the essence of who we are - what makes us human, past, present and future. Print reminds us of the here and now, of I, you and we.
Customer Journey
Traveling with print
When used correctly, the multi-sensory marvel of print can accompany potential customers through the customer journey in the most personalized way possible. Customer journey means "customer's journey" - and this is exactly how it should be understood and designed. Take the customer on a journey with the goal of making a purchase.
The versatility of print products can contribute significantly to achieving each individual goal of the customer journey. It is the physical touchpoint that Awareness (attention) can create like nothing else. With the Consideration print media can create a deeper connection between brand and customer, and provide the necessary impetus at the right time to Decision (purchase decision) give. To Retention (binding) individually selected print products can help to maintain and strengthen the relationship that has been established. If this is successful - for example through particularly high-quality and special print measures - the peak of customer loyalty, the Advocacy can be achieved: Fully convinced customers return and, on top of that, become active "brand ambassadors" themselves.
It is worth discovering the still significant marketing potential of print products!
