Print or object-based advertising: a powerful communication strategy

To perfect your marketing campaign, it’s essential to ask yourself a number of questions: Who exactly is it aimed at? What information should be conveyed? What’s the best medium to use? There is no single, perfect answer to this last question. If it is to be relevant, a communications strategy must have correctly identified not only its prospects, but also its transmission channels. In the age of « all digital », it’s fair to ask whether external communication via a visual medium still has a place. Yet advertising accounts for almost 4% of the market. But what is print communication? How does it work? What forms does it take?

What is communication by object?

As its name suggests, corporate communication by object consists in conveying the company’s values and sending a message via a physical medium, known as a promotional object. These can be found at trade shows, points of sale or promotional events. Despite the omnipresence of digital technology, this technique is still considered one of the most effective communication strategies. Objects can be customized with the company’s colors, but can also be personalized for the customers who receive them. The object can be used on a daily basis by the consumer, or advertising structures can be set up only for special events. Digital marketing can therefore be contrasted with print: they differ in their immaterial/material aspect.

Why use visual media as a communications strategy?

More and more, digital media are taking over from print communication. Nevertheless, this aspect of your advertising campaign shouldn’t be overlooked – far from it! This technique has many advantages. Thanks to print, you can reach your core target audience directly:

• The message is understood quickly and instantly: remember, a picture is worth 1,000 words!
• The consumer’s experience becomes unique and coherent thanks to the visual identity. In fact, the graphic charter remains unchanged: company recognition is immediate, and brand awareness is enhanced.
• Printed objects are more than necessary, they are beneficial and ensure greater visibility. It’s essential to stand out from the competition with photos, pictograms, logos and typography.
• Receiving a gift appeals to the emotions, unlike a flyer, which serves merely as a vector of information. Promotional items can also build customer loyalty.
• As part of a communication plan, object advertising makes it easier to assimilate information. Its transmission time is reduced to a minimum.
• It’s an approved technique for seducing customers: visual aids can make them want to test the product, triggering the act of purchase and boosting sales.

What are the different types of promotional items?

We won’t go back over the best-known forms of promotional items, i.e. goodies: pens, tote bags, mugs, USB flash drives, etc. These items are now firmly established in the market. These objects are now firmly anchored in today’s communication strategies. But it’s a fact that advertising has always been exported to the street, for all to see. Now we’re witnessing the emergence of new, larger-scale media that are increasingly attracting the consumer’s eye. Companies can deploy their logo and corporate identity on :

• inflatable structures: arches, skydancers, hot-air balloons, balloons, columns, games, etc.
• street marketing: backpack balloons, mascots, balloons, etc.
• sails and banners: this includes flags, advertising tarpaulins, etc.
• signage and branding.
• point-of-sale advertising, such as kakemonos.

All these processes considerably increase the number of channels for transmitting the company’s values. It’s important to remember, however, that each print medium has its own specific purpose. It’s a question of knowing how to make the most of the advantages of each means of communication: not all of them will be deployed in the same campaign. Whatever the channel, the message remains the same: to transform a potential prospect into a satisfied and loyal customer. As you can see, integrating multi-channel communication into your marketing strategy has become an indispensable procedure. Print marketing has a bright future ahead of it, even if it’s tending to renew itself through new media and continues to be deployed even on the street. Admittedly, the charm of print communication may seem somewhat outdated in the face of the latest digital technologies. However, it is undeniable that the prospect’s attention will continue to be drawn to physical media. Print is still an excellent way to appeal to a target audience, and helps build trust between customers and a company.

Article written by Valentine Choubrac