Print: The Multisensory Marketing Connection
We’ve heard it a million times by now: “Print is dead.” It’s a mistaken impression (see what I did there?) because the evidence around us every day proves the opposite. While some roles for print may be in decline, as a communications channel, it has enormous power to reach audiences that digital alone just can’t match. A few months ago, I saw a headline for an article in The Drum — a London-based marketing and media website — that asked: “As agencies sniff out scent specialisms, is poly-sensory branding here to stay?” Having recently written about the use of scent in direct mail campaigns, I’m pretty familiar with how marketers in the print world regard sensory marketing: an opportunity to reach their audience.