Printed booklets 'will hold consumers' attention'

Large direct mail pieces, which may include printed booklets, are an effective way to communicate with consumers, it has been claimed.

MarketingProfs reports Dean Reick of Direct Creative stated although the recession and a shift to digital advertising channels led to direct mail being viewed as expensive and outdated by some, it has not gone away because people are discovering it still works.

Larger materials, such as printed booklets, are effective because they stand out from smaller formats in a person's letterbox, he explained.

Furthermore, Mr Rieck explained they provide additional space for marketing copy, which is "the driver in any direct mail campaign".

The materials also encourage recipients to focus on a company's message, as people will spend more time looking at them than they will an email's subject line, he added.

Booklet printers may also be interested in recent advice from Christina Davis, who stated in the Worcester Business Journal Online firms should incorporate a degree of social media into everything they do, by publishing booklets online, for example.

Posted by Tim Fulford