Print Case – Porter

Holly Masters — Fri, 19 Aug 2016 05:48:27 +0000

There are quite a few things in life that I absolutely love and print is one of them, I also love me a little online shopping. What is not to love about looking at beautiful homewares and art I cannot afford in the privacy of my own home and the comfort of my trackie pants?

So when two things that I love come together and prove what we already know (print is awesome) I would be foolish not to write about it.

After 14 years of being primarily an online luxury fashion destination, E-Commerce powerhouse Net-A-Porter recognised that their consumers were magazine lovers, reading about 4 to 5 per month! In 2014 Net-A-Porter moved out of its comfort zone and set about publishing its first print magazine named Porter. A merging of two strong communication mediums saw readers engage with editorial content in luxe print format whilst also giving them the power to instantly purchase products by scanning the item they were drooling over via an app. While this was a risk it was definitely a calculated one. There is a stack of case studies and stats that prove time and time again that not only does print perform on its own but also within a multichannel campaign. A recent study showed that the online component of a typical campaign pays back some 62% more when a printed element is integrated into the marketing mix.

The results showed that publishing the magazine proved worthy, showing continuous popularity with circulation reaching 170,038 in February 2016, with double-digit growth expected for 2016. Since the launch readers have scanned more than 90,000 products with an interaction rate of 80% clicking through to Net-A-Porter.com. Those customers that do subscribe to Porter have increased their spend by 125% and their rate of frequency on the site by 25%. Porter has been successful in both increasing website traffic and sales by introducing print into the mix.

Porter has highlighted that people still get excited about print, especially beautifully designed pieces with high quality content and stunning imagery. The print magazine was able to fill the lacking physical representation of the brand, bringing Net-A-Porter’s online store offline and into the living rooms of their consumers, offering direct tangible contact with customers that the permanent nature of print uniquely delivers. Net-A-Porter has shown that print is an extremely successful tool for businesses if they innovate with their products and continue to integrate print and digital.

This example can be laid across any business model and with any printed product. Paper and packaging is one of the most effective ways to leave your brand in the hands of your consumer. Allows you to reach a board range of people and strengthens the visibility of your brand.

“We’re building a physical temple to our brand – like Apple did with stores. Porter is meant to be a lasting, more intimate look into the minds of fashion’s most interesting people. It will be published six times a year and distributed in 60 countries.” – Natalie Massenet. Net-A-Porter’s founder.

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Print is NOT dead.

Holly Masters — Tue, 04 Nov 2014 09:20:56 +0000

With the arrival of digital media came the inevitable cries that traditional print was on the way out; had lived its glory days; was on its last legs. But while the global trends towards digital advertising and media have grown, print too has held its place in the spectrum.

One of the most attractive aspects of print, one that it will always hold over its digital counterpart, is its tangibility. We are able to hold it, feel it, smell it and even taste it (if that’s your thing). We are able to not only read its message but also be immersed in the message portrayed by the union of paper, ink and creativity, each element having been chosen to play a particular part in communicating content to the reader. Printed material, in its most simple form, a business card for example, is a more permanent fixture than an email that can be deleted and disappear forever with the simple click of a mouse. Beautiful glossy magazines and wedding invitations can become a kind of keepsake or even collectors items. Think about how bridal magazines are passed from one friend to the next, even down through generations; or that prized edition of the September issue of Vogue, destined never to appear in your doctors waiting room.

By creating your own content and packaging it in an attractive way you’re immediately taking advantage of what makes print a great medium. It is this tangibility that is the backbone of why print has always been successful and will continue to be so.

Now that everyone has a website, print has become a way for a businesses to stand out from its competitors. Lets face it, we live in a digital age, but putting all your eggs in one basket when it comes to getting your message across is a recipe for failure. Think of this in terms of a brand or company on social media, anyone can join social media to promote their brand but you need more than just this one medium to stand out and be taken seriously.

Print is still an extremely effective tool, especially when working in conjunction with digital. Well crafted, customised print pieces like booklets, brochures and boutique magazines used alongside an online marketing campaign can strengthen a message. A printed piece can also be a tool to point customers to your online presence. Including your web address, Twitter handle, Facebook page, and other social media information on your printed material has become standard procedure in recent times.

Print is still, and will continue to be, a viable and reliable method of reaching your customers and delivering your message. In the face of an ever expanding digital world it may have a different place but the death of print has been greatly exaggerated. Proof of this fact is right in front of you, Morgan Printing, still succeeding and moving forward after over 35 years in business. The fact that you’re reading this blog shows that we’re also embracing our digital counterpart for the part it plays in our business.

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Morgan Printing » advertising

Print Case – Porter

Print is NOT dead.