Print Marketing Trends to Watch Out for in 2017

After Pantone named their colour of the year – Greenery, a warm yellow-green shade – we’ve seen hundreds of stories about what’s going to be big in fashion and interior design this year. Well, we want to make a few predictions of our own. Print marketing is set to go through some big changes in 2017, and we know what’s up.

Direct Mail

In late 2016, it became clear that direct mail is experiencing something of a renaissance. According to research from Wilmington Millennium, 500 million more items of direct mail are being opened and read compared to 2013. For every £1 spent, the medium delivers an average ROI of £3.22, compared with £3.12 for online marketing.

In 2017, we expect to hear more about ‘lean direct mail’, the new term for direct marketing campaigns that minimise waste and maximise results. It means considering the size and weight of your paper, which can affect the cost of postage, regularly making sure your data is up-to-date so it only goes out to the right people, and creating a design that really stands out. As companies realise that junk mail just ends up in the bin, we hope 2017 sees more brands getting creative with direct marketing.

Personalised Packaging

Personalisation is a huge marketing trend, both online and off. Recent research has found that personalised marketing delivers 31% greater profits than general marketing materials. It’s an effective way of getting your customer’s attention in a world full of advertising clutter – especially if you’re looking to appeal to younger people.

The 2015 ‘Share a Coke’ campaign is probably one of the most successful examples of personalised packaging. Coca-Cola replaced its usual branded bottles with 150 common names, sparking a national craze. Millions shared photos on social media with the hashtag #shareacoke – a great example of how print marketing can boost digital presence. Since then, Nutella and Marmite have embraced personalised packaging, and we expect to see more brands following suit in 2017.

Print Advertising

Last year, Vogue and the Sunday Times Style Magazine published their biggest issues to date, each packed with more advertising than ever. It’s clear that print advertising still has a place in 2017 – but it’s going to have to change to keep up with a fast-paced digital world.

Competing with real-time digital distractions – the buzz of smartphones, even wearable smart watches – print advertising has to become a more immersive experience, more art than advert. Some brands won’t be competing; they’ll blur the lines between print and digital with QR codes, personalised URLs, special promotional offers, personalisation and campaigns that involve social media.

2017 is going to be a big year for print, and at Colour Print, we’re ready for it. We’ve been supporting Norwich and Norfolk businesses with effective print marketing materials for nearly 20 years. Talk to our experienced print consultants about getting the most out of your 2017 marketing budget. Call us now on 01603 488001 or email sales@col-print.co.uk.

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