How does effective print impact consumer purchases? To answer this question, Appleton Coated commissioned a proprietary research study of more than 1,000 high-end, high-minded consumers. The company shares its findings in a new publication, appropriately-titled, “ROI.” Beyond a positive Return On Investment, “ROI” reveals five new I’s in ROI: Inspiration, Impact, Interaction, Involvement and Integration.
“People who buy premium brands like premium print. They use it. They keep it. They buy the products that they see in it,” saysPhil Cavalier, vice president of marketing at Appleton Coated. “We know that purposeful, creative print delivers a positive ROI. We learned that there are other returns to consider, such as the return on inspiration or on impact. These also have real value, promote quality, generate trust and create strongbrand connections.”
Appleton Coated’s “ROI” research was conducted by Yankelovich, a part of The Futures Company. Among those surveyed:
• 88% of all ages report thatthey enjoy receiving catalogs and brochures from the company and brands with which they do business.
• 83% say, “What I like about print is that I can keep it for future reference.”
• 79% feel, “It’s important that the catalogs I receive be printed in an environmentally responsible way.”
• 75% of consumers visited a website to purchase a product or service after reading about it in a catalog.
Some of the most surprising revelations in the findings were the responses from “the Internet Generation” – those 18- to 34-year-olds, often perceived as having abandoned print for online. 71% sharethat “I like to read or look through high-end catalogs.”
Continues at: Printers’ Marketplace.
