Your Water vs Conventional Marketing
Marketing is a fundamental part of any business and when done properly, can elevate the brand and work to attract new and potential customers. By combining the print and digital, online campaigns are 400% more effective and Your Water is the perfect print and physical component to any digital marketing strategy.
While our world of modern media is a brilliant entity, it can also be overwhelming. We are bombarded with emails, adverts and spam on a daily basis and the lockdown of 2020-21 didn’t help. It prompted many marketing professionals to switch their strategic plans to focus predominantly on online media - this was, after all, at the time when leaving the house was highly restricted.
The thought was that while everyone remained and worked from home, an increase in internet time was a given. Brands started to advertise at-home ergonomic chairs alongside home delivery date-night cooking recipes. Anything and everything that benefited the house and that could be done in an easy at-home manner was being marketed. Adverts became more and more popular and brands were on a mission to increase their customer database and sign-up rates. While this marketing strategy was suited to lock-down, it’s important to remember that to get the most from any marketing campaign, print and online marketing should be used together to leverage each other and target the demographic that the other does not reach. In short, print marketing is very much alive and well and should be utilised.
Print marketing involves leaflets, brochures, promotional flyers and newspapers to name a few and Your Water is bringing the benefits of print marketing to light in a new and efficient way through its branded water bottles. For centuries, the physicality of print has been a tried and tested method of ‘spreading the word’, and when combined with good quality writing and a decent outlet, print marketing can prove to be even more impactful than online marketing.
42% of respondents found print advertising to be either somewhat or very trustworthy.
The design of bespoke marketing campaigns are at an all time new creative level. The precision, quality and expertise is unparalleled, making any brief a reality. What’s more is that the younger and more mature demographic actually prefer print media. When a person picks up a leaflet or in Your Water’s case, a bottle of branded water, they are much more likely to remember the brand being advertised. Having something physical engages the senses. The paper thickness and texture stay with you and with the recyclable and sustainable nature of the bottles produced by Your Water encourage them to be re-used. There is then much more scope for the brand’s message to be seen by others - whether that be at the gym or even when taking a sip of water on the street.
92% of 18-23 year olds say it's easier to read print over digital media.
There are also few distractions when reading print or physical media - there are no adverts popping up and no page redirections to exit. In essence, the physical space of advertising is distraction-free. There are very few interruptions to divert the reader’s attention. While online marketing is without a doubt a vital tool to any business in today’s climate, it can also be taken offline in an instant, so it’s important to consider the longevity of the campaign. Print marketing lasts longer and so holds its value for longer.
Once you have found your brand voice, share an infographic! The beauty of an infographic is that it can be shared on social media or in a brand’s monthly newsletter - the material has the capacity to be replicated across numerous channels and reach new audiences. Infographics are visually engaging, easy to consume and much more interesting to read than a regular article. They also don’t have to be solely posted online. Your Water uses infographics across their design labels to capture the attention of the bottle owner as well as passer’s by.
Linking up with like-minded personalities can be a great way to increase brand awareness and this could be done in numerous ways: partnering with an influencer for a social media campaign; teaming up with a TV personality for a national commercial or even collaborating with another company which compliments yours. For example, a champagne brand might want to consider partnering with a crystal glass company. If your audience likes “brand A” they might just like “brand B”.