In today's digital age, where online marketing dominates the landscape, the importance of traditional marketing strategies should not be overlooked. One such classic yet effective tool is the brochure, and within its tangible pages lies a crucial element that can make or break a marketing campaign – the Call-to-Action (CTA). In this blog post, we'll delve into why printing a compelling CTA in brochures is an indispensable aspect of successful marketing.

1. Tangible Engagement:
   In a world saturated with digital content, a well-designed and printed brochure stands out. When your audience physically interacts with a brochure, they engage on a more tangible level. Incorporating a clear and persuasive CTA within its pages compels readers to take action immediately.
    
2. Guiding the Customer Journey:
   Brochures are like roadmaps, guiding potential customers through the journey of your products or services. A strategically placed CTA acts as a signpost, directing readers on what steps to take next. Whether it's making a purchase, signing up for a newsletter, or visiting a website, the CTA drives the narrative of the customer's interaction with your brand.
    
3. Building Brand Recall: The act of physically holding a brochure and responding to a CTA creates a memorable experience. This tactile engagement contributes to stronger brand recall compared to fleeting digital interactions. A well-crafted CTA reinforces your brand message and becomes a memorable part of the consumer's journey.
    
4. Personalization and Targeting: Print materials, including brochures, provide a unique opportunity for personalization. Tailoring your CTA to a specific audience enhances its effectiveness. By understanding the demographics and interests of your target market, you can create CTAs that resonate with them, increasing the likelihood of conversion.
    
5. Creating a Sense of Urgency: A printed CTA has the power to instill a sense of urgency. Phrases like "Limited Time Offer" or "Act Now" printed on a brochure can prompt immediate action. The tangible nature of a brochure makes it easier for readers to grasp the urgency conveyed in the CTA, driving quicker responses.
    
6. Complementary Role in Multichannel Marketing: While digital marketing channels are essential, they are most effective when integrated with traditional methods. Brochures with well-printed CTAs complement online efforts by providing a physical touchpoint in your overall marketing strategy. This synergy reinforces your message across different channels.

Conclusion: The art of printing a compelling Call-to-Action in brochures is a time-tested marketing strategy that continues to yield results in the digital age. The tangible nature of brochures, coupled with a persuasive CTA, creates a powerful tool that engages, guides, and converts potential customers. As you navigate the dynamic landscape of marketing, don't underestimate the impact of a well-printed CTA in the hands of your audience.

Wishing you the very best during this magical time.

Make memories, laugh lots and Merry Christmas from everyone on the Direction team!

Wishing all our amazing clients and partners a Merry Christmas and Happy New Year! 

We appreciate the opportunity to work with you and look forward to 2023!

With the rise of COVID-19 we are all needing to do our part in being socially responsible citizens.

We can help to ensure your operations run safely and in accordance to current health guidelines / bylaw requirements with various COVID products for your business / public space.

We are offering various products (floor decals, window clings etc.) completely customizable to suit your branding/needs, plain/generic options or we can produce them to the artwork created for your Region. Easy application and removable.

Contact us today and one of our friendly, helpful sales staff will be happy to discuss what your needs are and how we can help to get you back up and running.

How your brain takes in printed vs. digital information

We came across some interesting articles on an industry publication website (PrintCAN) and the related Canada Post blog entry about how your brain works when exposed to marketing messages. A team of neuroscientists looked at how subjects interacted with direct mail (printed pieces) vs. various digital marketing and how they can work together. This is reportedly a first in this this kind of study and their 2 main questions were:

What is the best media mix to optimize consumer attention, engagement and response?
What sequence works best when using digital and direct media channels?

A review of their resulting whitepaper, “A Bias for Action”, PrintCAN boiled down some key findings:

1) Direct mail is easier to understand and more memorable than digital media. It takes 21 per cent less thought to process, and creates much higher brand recall. 

2) Direct mail is far more persuasive than digital media. Its motivation response is 20 per cent higher — and even better if it appeals to senses beyond touch, such as smell and hearing.

3) Direct mail gets the message across faster. Our brains process it quicker than digital media. An important difference in an era when goldfish have longer attention spans than the average human.

4) Direct mail is more likely to drive consumers to act on your message than digital media.

Generally speaking, the study found that the combination of traditional print marketing with digital marketing in the right order can increase the effectiveness of the marketing initiative significantly.

For the full article on Canada Post’s website, please follow this link:

https://www.canadapost.ca/blogs/business/marketing/the-brain-doesnt-lie-neuromarketing-study-looks-at-sequencing-and-channel-combinations/

For the PrinCAN article, please follow this link:

https://printcan.com/news/2019/20191030876.shtml

For the full PDF of the study, “A Bias for Action”, please follow this link:

https://www.canadapost.ca/assets/pdf/dm/neuro/connectivity_whitepaper_en.pdf

Hoping you have a happy and safe Canada Day from the entire Direction Team!

The True North, Strong and Free!

Does Print Still Have a Place In the Future of Advertising? 10 Experts Weigh In

We came across an interesting article that discusses the future of print and how it still has a place in marketing and advertising.

There is a lot of buzz in the media about where printing is going, but these industry professionals share their thoughts on where print fits into that future. Here are some of the key points they make, please read the full article in the link below to see the expanded explanations.

• Print will continue to be valuable where there is a physical customer presence.
• Luxury consumers will still value tangible ad platforms.
• AR will give print ads a place in seamless omnichannel brand experiences.
• Print will need to complement and encourage digital interactions.
• Offline entities and influencers will reengage consumers with print media.
• Print and digital campaigns will be fully integrated.
• Print will allow brands to rise above the digital racket.
• Print will remain ideal for hyper-local markets.

Click here to read the full Forbes article for more details:

https://www.forbes.com/sites/forbescommunicationscouncil/2018/03/02/does-print-still-have-a-place-in-the-future-of-advertising-10-experts-weigh-in/#324f8e15fc61