Print still isn’t dead – why are posters important?
To avoid becoming a dead media, print has had to change with the times. Despite their popularity, online advertising and digital versions of prints, such as business cards, have yet to wholly replace physical promotional materials. As outdated as paper business cards may be, they remain the most effective way to develop contacts and pass on your basic information. Some have stated that they may continue to evolve, whether through the use of QR codes or embedded chips, but it still seems like the physical business card is here to stay.
But what about the humble poster, still readily visible in every town and city, advertising movies, concerts, restaurants and businesses. Posters seem to be indestructible in the face of technology, but how have they managed to stay relevant and useful despite the rise of digital promotional material?
Real information for the real world
Much like physical business cards, printed posters are a tangible marketing tool. There’s no reason to ignore social media or blogs – in fact, it would be foolish to do so – but posters are still the only method of mass communication that a business can offer. London poster company StuPrint have noted that a poster campaign can be “strategically placed in areas of high footfall,” ensuring that your business’s target audience can always be made aware of what you do.
Posters don’t have to be entirely anti-digital, and the design could still include your email address, Twitter handle or even a QR code for passers-by to scan in order to access your online presence more easily. But it all starts with the poster.
Not just effective but cost-effective
The major benefit of a poster campaign is how cheap it is to put into place. If you organise the copy and design yourself, the only cost incurred will be in having the posters themselves physically printed. By designing the contents of the poster yourself, you can also remain in control about the image of your brand that you want to portray to customers and soon-to-be customers alike.
A poster doesn’t need to be loaded with information – that’s what your website is for. Think of it more like a signpost; by giving a basic idea of who you are, what you do, and where people can go to find out more, the public already have more information about you than they did before they walked past.
…or you could be creative
Depending on what sort of business you run, a creative – possibly even cryptic – poster could be a great way to increase interest in your brand. For example, last year’s iPhone 6 poster campaign emphasised a series of photos taken using the phone, burying the lead by putting the Apple logo in the bottom left of the poster.
Obviously that example trades on just how ubiquitous the Apple brand is, but it makes an interesting point. If your posters are appearing in a cluttered urban environment, having a design that gives the street some breathing space is a vital way to stand out. From there, you can develop your poster campaign into something more fleshed-out, in order to create a narrative that people will be drawn to over the space of a few weeks. Sometimes, if you want to get people talking – or just get heads turning – less really is more.