In recent years, digital has become the preferred communication tool. However, the paper medium is not to be thrown away permanently, on the contrary. Physical support par excellence, it is a real asset for companies.
A neat brand image
Some firms have every interest in maintaining a paper communication channel: artisans, businesses, luxury brands... They maintain a special brand image, bearing the company's values.
The paper medium allows to convey this qualitative image. By playing with materials (paper texture, binding, design, font character, grammage, engraving...), companies can offer communication media that accurately reflect the quality of their products. The brochure, the leaflet and the catalogue influence the senses (the different textures, the folds of the paper, the smell or the fragrance it releases or feel the pages slip between its fingers), which significantly enhances their impact on customers. The printing of mail order catalogues (PPCs) and advertising catalogues therefore remains an interesting and profitable investment for some companies.
But his paper communication must still be successful. There are some rules to follow depending on the medium chosen. For example, a business card only gives the essential information (company name, logo, slogan, coordinates) and focuses on a sober aesthetic. Conversely, an advertising catalogue offers a printable surface large enough to detail offers, present photographs, and transmit technical specificities. In any case, the presence of images is essential to capture the attention of prospectors. Similarly, do not hesitate to play with contrasts and colors in order to make the support pleasant to the eye to arouse the interest of the customers, and possibly trigger the decision to buy.
Non-invasive communication
The paper communication medium carries a value of authenticity lost by digital. Today, everyone receives daily e-mails, newsletters and notifications, often in overabundance. To this is added advertisements targeted on the customer profile, based on information collected by cookies and search engines. Tracking is now increasingly denounced as an intrusion into privacy. As a result, prospectors feel spied upon and feel that they are « imposes » products instead of letting them choose.
In contrast, paper is a medium that respects the anonymity of others. The prospectus, advertising catalogue and brochure were not designed from personal data collected on the Internet. They're « contented » present the services offered by the company, and convey its values and philosophy. This return to sources guarantees a less and less obvious privacy for customers. It then allows the consumer to be free to choose for himself the product that corresponds to him.
Paper support for digital communication
We have seen that paper should not be abandoned in favour of digital technology. But the opposite is just as true! An effective communication strategy includes both media, provided they are used appropriately.
Digital communication aims to reach the general public via search engines. This is often the first contact between the company and its prospects. It focuses on instantness, timeliness and continuous exchange with Internet users through social networks and the establishment of a regularly updated website.
The paper medium is to be preferred in order to retain its customers and stand out from the competition. It is inseparable from face-to-face business prospecting with the customer (business lounges, fairs, markets...). It supports the entrepreneur's speech and is a physical support that the client can bring home and read at will.
The client case PIDF
Every year, Inwie Digital Communication Agency produces a product catalog for the Passementeries of the Isle of France, a company existing since 1926. Despite the creation of an Internet site, created a few years ago, the culture company also decides to communicate via paper instruments such as visiting cards, a booklet or catalogues. This allows them to stay close to their customers but also to retain a new customer base thanks to a real paper medium.