5 reasons print is still relevant in B2B marketing
Some say print is dead, but we say if you use it right, it’s as alive as ever.
Between AI integration, hyper-personalization, and the endless stream of short-form video, it’s easy to get stuck in a digital-only mindset. With B2B buyers now making up of predominantly Gen Z and Millennials, that digital-first approach makes sense.
With its ability to offer a more tangible marketing experience, encourage better memory retention, and even encourage more trust, print still has plenty to offer B2B marketers and customers alike.
It fosters trust
Research will tell you that the average person encounters thousands of ads every single day. While that’s hard to prove, and may end up being less in reality, we can agree it’s a lot, and many of those are digital. Whether it’s the permanence of it or the fact it feels more legit in an era of AI slop, print has the ability to foster trust in your business and set itself apart from digital content.
Research proves it too. A study focused on student learning found that retention after reading printed text improves more than a fifth, and a study from MarketingSherpa found that print ads were the most trusted type of advertisement.
It’s great for events
If you’ve got a booth at an event, there’s a good chance you’re going to be introduced to a lot of people who, throughout the day, have also been introduced to a lot of other businesses.
Print materials don’t just allow you to curate the most important information in one place — they let you give someone that information to digest on their own time. The fact it’s printed acts as a tangible reminder that could sit in someone's consciousness more than digital collateral would.
We recommend keeping event-centric print material short. That means one-pagers, sell sheets, dynamic case studies, and pieces that aim to bridge the gap between your offline and online presence (more on that below).
It works with digital
Print works best when you don’t think of it as its own entity, but another touchpoint that’s part of your wider brand ecosystem. Before rushing anything to the printer, think about the journey your potential buyers are taking, what you want people to know about, and how your print materials can help make that happen.
For example, QR codes (something that 71% of consumers now say are useful in their daily lives) can drive to specific website pages, unlocking value for readers, but also collecting valuable data and analytics for you. Or you can get really creative and use an AR platform to let people bring print assets to life with 3D elements and animations using their smartphone.
It’s a tangible touchpoint
With so much of a buyer’s interaction with a brand happening on fast-moving feeds, it’s hard to create a touchpoint that feels tangible. That’s why things like packaging, tradeshow booths, and merch can feel so memorable. It offers a touchpoint that someone can physically touch and carry around, and it acts as visual proof that your brand exists in the real world.
Plus, if the touchpoint is well designed and visually enticing, it’s something that people are more willing to keep on their desk or not want to part with so quickly. According to a 2021 study by ThinkNewsBrands, print ads were found to have had a more lasting impact on readers, and that rings true here.
Don’t just think of your print marketing as a throwaway flyer. Think about how you can design something that adds value and looks so good that someone will think twice about throwing it in the trash.
Need help putting your print idea into practice?
Our team of writers, designers, and brand strategists know what it takes to create something memorable and connect it to everything that’s happening with your business online. Get in touch today.