Innovation In Print And Its Impact On Readers
Marketers are always on a lookout for ways to be more innovative with their communication. But this isn’t just restricted to any one medium or channel. Innovation in advertising is what makes brands stand out, be it online or on print. But despite the rise of digital media, the scope for innovation in print media is enormous.
From free samples of products to selling a product from the talking newspaper to a vibrating newspaper to a fragrant newspaper, print innovation has grown by leaps and bounds and the possibilities are immense.
Read on to know more on what innovation in print is all about…
Print delivers exclusive sensory experiences
It is now common knowledge that print media is more effective because of how it reaches out to all five senses. But, to create a deeper impact, print advertisers are taking print innovation to the next level by not just offering a visual treat, but a complete sensorial experience.
Not too long ago, Times of India carried a Johnson & Johnson advertisement where the pages were infused with the scent of their baby powder—something that ensured brand recall and made information consumption an exceptional experience for its readers. The fragrant newspaper has since been used effectively by multiple brands.
Another great example would be when Times of India carried a Volkswagen advertisement with a motion-controlled speaker that would play a recorded message every time the newspaper was opened.
It helps readers interact with the ad
Interactive advertising is yet another innovative way of connecting with potential consumers. These ads invite potential consumers to physically, or mentally, engage with an ad. They can be as basic as a simple discount voucher that can be cut out and used in-store, or a clever piece of communication that generates massive recall. Most importantly, it goes beyond just increasing brand awareness and becomes a stimulating experience for readers.
Print innovation helps brands stand out
Not only does print innovation help brands stay relevant but it also ensures that the brand/product recall is prolonged. An example of an innovative ad via print would be Dabur Chyawanprash’s topical yet hard-hitting ad when Delhi pollution was at its peak. Dabur decided to push their immunity-boosting product during the health crises. What followed was a unique full-page ad in the Times of India—something that instantly made a difference and made a connection.
Yet another brand that made its presence felt through this cause was Uber. The brand put out a front-page ad for its latest campaign #LeaveYourCarBehind to create awareness around pollution while encouraging people to use public transport. Not only were these ads topical but they also proved to be ground-breaking because of their innovative style of messaging.
Sampling remains a unique form of advertising
Sampling via print ads is an age-old practice, but that being said, it is probably the most effective way to get readers to interact and use your brand, literally. It not only tells people about a product but enables readers to experience the product. A great example of this would be when the Times of India carried a jacket flap print ad for Godrej Aer pockets. The ad gave away a sample of the product that even added a scent to the newspaper. It said, “hello there. Cut me out and keep me in your bathroom for a day,” adding, “If you like the way I smell, I'll be happy to keep your bathroom fragrant for up to 30 days. Find me at a store near you!"
Taking over mastheads
One of the most innovative ways to sell a campaign or a brand is by incorporating it in the masthead—what readers first see when they get their hands on a newspaper. Exactly what Netflix India did when they promoted their show, Bard of Blood with a customised masthead in the Times of India. Not only did this grab eyeballs but it also took print innovation a notch higher.
An all-inclusive experience via print innovation
Digital media might be thriving but it is newspapers that give its readers an all-round experience. The fact that readers can touch, feel and see an advertisement without the distraction of pops-ups implies that print can fully engage the reader in addition to giving them a holistic experience.
Impact of innovation
It won’t be wrong to say that print is constantly re-inventing itself and finding newer ways to engage with its readers. Innovations like incorporating fragrance through front-page advertising have the power to stay in the minds of readers for a longer duration. Recently, Cuticura Talcum Powders created a fragrant frontpage ad with the Times of India. The result? An instant connect with the audience, which boosted brand recall! They talked about the fragrance on their social media pages.
Reading a newspaper while sipping on tea or coffee is a daily ritual for many. It is thus, imperative for brands to devise creative ways to stay relevant with their consumers through print media.