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The Value of Custom Postcards

Helps with Attracting and Keeping Attention in Print

If you counted how many times you see an ad in a day, what would be your estimate? How many do you remember and respond to? The number of advertisements we see per day sits between 3,000 and 20,000 according to now passed, researcher and social analyst, Daniel Yankelovich. Tech 21 Century say this is approximately 34GB of advertisements our brains process per day.

Custom postcards, business cards, brochures and many other forms of customised printing is a great way to set yourself apart from the norm and be remembered. Why? Lets take a look at human behaviour and responses.

Attracting the right kind of attention and keeping it, has been the research topic of Forbes’ 30 under 30, Ben Parr who released his findings in his book, Captivology. Here we delve into his ideas and how they relate to print media.

  1. Automaticity

    Automaticity is about our natural reactions. If we hear sirens, we look for danger. If we smell a bbq, we may feel happy (or hungry). Smells, sounds and sights are sensory cues.
    Imagery we subconsciously associate with certain feelings can be included in designs to communicate without needing words. Same goes for scent, known as ‘aroma marketing’.
  2. Framing
    The accumulation of our experiences, religious and political views, and biological make up frame our perspectives. It is framing that sees us having a different experience or perspective to the same stimuli than someone else. A campaign that alters the consumer’s frame is possible. If we hear the same message enough, it starts to become believable – normal. This is where print media can be digitised to be delivered both in print and digitally.
    Where do you shop ‘if you pay cash so they slash the prices’? Funnily enough, The Good Guys stopped that jingle in 2015 in light of new payment options and online shopping discounts. They re-framed consumer perspectives so well they still haven’t shaken the ‘pay cash’ discount.
  3. Disruption

    Disruption is linked to expectation violations theory. It is to break expectations through communication to the point where the recipient can’t help but take notice. Sending a millennial (whose world is digital) direct mail does just this. It literally sends a message. Millennials check their letterbox more than any generation and 77% give time to reading it (VoPP 2017).
  4. Reward
    Our brain releases a similar amount of dopamine to a bargain whether we have it or if we can truly visualise having it. The flip side is the fear of missing out. All natural cosmetics company Lass distributed biodegradable coupons stating the offer was valid only while the coupon itself lasted. Over the two days it took to degrade 70% of the coupons were used (Sullivan 2015).
  5. Reputation
    Professor Gregory Berns explains in his publication how the brain slows down to absorb content when it is coming from an expert (Pincus et al. 2014). It is valuable to share your expertise and credentials. Unlike 30 second commercials or billboards, print offers the space and the consumer the time to take in the information.

For the retailer or business owner, convenience and professionalism are key. Send all of your marketing materials to Absolute Colour for digital printing online and tick that off your to do list.

References

Pincus, M, LaViers, L, Prietula, MJ, Berns, G 2014, ‘The Conforming Brain and Deontological Resolve’, Plos One, vol. 9, no. 8, doi:10.1371, www.journals.plos.org/plosone/article?id=10.1371/journal.pone.0106061#s1.

• Parr, B 2015, ‘7 Ways to Capture Someone’s Attention’, Harvard Business Review,

Sullivan, L 2015, ‘Is Australia’s Creativity Lost in the Post?’, B and T, .

Tech 21 Century 2019, ‘The Human Brain is Loaded with 34GB of Information’, Tech 21 Century, .

Value of Paper and Print (VoPP) 2017, ‘What You Didn’t Know About Millennials’, chart, www.valueofpaperandprint.com.au/wp-content/uploads/2017/11/tsa3797_vopp_millenials.pdf.

Yankelovich, D cited in Johnson, S 2014, ‘New Research Sheds Light on Daily Ad Exposures’, SJ Insights, www.sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures.

118gsm-mohawk-smooth-text 4 Colour Catalogue

Catalogues – the most effective advertising

Catalogues – the most effective advertising in the face of digital

In the face of digital and social media advertising, billboards, TV, cinema and radio advertising, printed catalogues continue to be an essential part of marketing plans. According to Retail World, catalogues were ranked “as the most effective advertising channel in influencing their purchasing decisions” by 62% of respondents. This is exactly why Absolute Colour, who offer a huge range of catalogue printing in Sydney are being turned to by retailers and businesses small and large.

Print catalogues have evolved in colour, style, size, paper stock, digitisation and message since they first emerged in Venice in 1498. One thing that hasn’t changed is their efficacy. There are no limits to the choices available in catalogue printing except knowing what consumers prefer. Australians prefer gloss finishes, colours, a plethora of professional images, medium sized catalogues and – what is on the cover matters.

We love sales, seasonal products and informative content. Think ‘winter stock clear outs’, ‘seasonal and celebrity or chef recipes’, ‘beauty guides’, ‘home decor look-books’, ‘Christmas toys’.

In our modern age, you’d think that reading online would be preferred but it is far from accurate. TSA, a non-profit industry leader in paper in print did the research and the results may surprise.

74% of Australians prefer print catalogues, brochures, flyers, pamphlets, magazines and books.

Aussies love printed catalogues! Why do we make the migration everyday to our letterboxes? What is driving us toward print over digital?

• Catalogues are convenient, waiting in the letterbox for when we are ready to collect them. Many people rely on their weekly/monthly/seasonal catalogues to plan shopping.
• They are non-intrusive. They don’t interrupt the middle of our favourite TV shows, nor do they have a tiny check box to find in order to close them when they pop up on our computer screens.
• Things are easier to navigate in print. Ever opened a catalogue on a device and struggle to properly see it, look closer at certain products, find the opening hours, dates of the sale and so on? You’re not alone.
• Customisation and personalisation are key. Consumers have come to expect a level of relevance to them. This has become a standard with online databases filled with customer preferences, prior purchases and interests.
• Relationship building. Printed catalogues become part of the home, a part of the conversation and build trust with the brand.

We know that research says Australians prefer print and it makes sense why they do, but what is it costing retailers? Are they profiting from catalogue distribution? In a nutshell, a very confident yes.

In a campaign run by Value of Paper and Print to see just how effective catalogue advertising was, they saw a minimum 290% increase in sales from catalogue distribution.

From humble beginnings promoting general store items and plant seeds to what we see today, catalogues continue to experience yearly growth and receive huge support across Australia.

With that comes greater competition in quality and design. Ensuring you are with the best team in custom catalogue printing in Sydney and across the country is essential.

The Absolute Colour team offer outstanding service, professional graphic design, binding and printing for short and long runs. Order online at our website www.absolutecolour.com.au or come into our Sydney store.

References
Retail World 2015, www.therealmediacollective.com.au/wp-content/uploads/2015/03/The-evolution-of-retail-catalogues.pdf.

TSA Limited 2017, annual report, www.catalogue.asn.au/wp-content/uploads/2018/08/TSA0086_AnnualUpdate2017_vF_LowResGuide.pdf.

Value of Paper and Print 2017, ‘Return on Investment Study’, www.valueofpaperandprint.com.au/wp-content/uploads/2017/11/vopp_roi_study.pdf.

Poster Printing Services in Sydney

Beck’s produced a world-first musical outdoor poster using printing services in Sydney

As part of a promotion for New Zealand Music Month, beer company Beck’s produced a world-first – a musical outdoor commercial playable poster using poster printing services in sydney

The print industry never ceases to amaze us. Using conductive ink, Beck’s were able to produce a series of interactive posters to entice users using promotional tracks. By simply touching a poster, users could remix the tracks – a feat which had previously been unattainable until the introduction of conductive ink.

This type of ink, which is commercially available at quality poster printing services Sydney, is a recent development and is set to revolutionise the world of advertising. It contains silver nanoparticles which enable it to conduct electricity, and when connected to a processor, it can turn magazines and posters printed with the ink into a multisensory experience. When connected with various online platforms, conductive ink can transform any marketing campaign into a truly integrated multimedia experience.

 

Poster Printing Services in Sydney

In a collaboration with New Zealand-based creative agency Shine, Beck’s aimed to increase awareness of emerging kiwi bands for promoting the New Zealand Music Month. They commissioned an award-winning UK technology company, Novalia, to facilitate the interactivity component of their posters. Users were encouraged to interact with the touch points on the poster – allowing them to select tracks to listen to and adding various other audio elements and sound effects to create their own remixes.

This was achieved by printing the conductive ink on the reverse side of the posters which creates the touch sensors. By connecting the ink to an Apple-style processor, the poster registered electrical signals from user’s fingers, creating a touchscreen-like effect. Combining 20 touch points with an electric speaker attached to the rear of the poster, users could choose from 12 minutes of audio samples to experiment with.

Technology such as this is sure to be a game-changer within the printing industry. For businesses based in Sydney, Absolute Colour poster printing services can provide similar marketing materials printed with conductive ink to engage and excite consumers.

Conductive ink is considerably more affordable than many people realise, and can be printed on a wide range of substrates. This makes it an attractive marketing solution, able to be used a wide spectrum of media. In fact, rather than simply a passing trend, Business Wire UK have anticipated the conductive ink market to expand globally by 3.5% annually, turning media such as the Playable Poster into a $3.5 billion market by 2018.

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