Print advertising’s image has suffered at the hands of digital and new media, with companies migrating to the internet in search of new customers.  However print still provides numerous methods to build customer awareness; new products and techniques are proving that a successful print-based campaign still offers value and results.

Memostick is a recent development in print advertising, which has demonstrated high response rates for a number of different companies.  Memostick uses glue which is designed to adhere to a range of media, without damaging the surface or disrupting the print.  This means that Memostick labels can be safely stuck to existing printed material, without the risks of tearing or ink-transfer.  Once they have been peeled off by the reader, the Memostick labels can be reused and will continue to adhere to other surfaces, making them easy to store.  This makes Memostick a great option for producing coupons or vouchers, the adhesive technology helping to solve the challenges of distribution and retention in one fell swoop.

Because Memostick does not interfere with printed surfaces it is attached to, the labels can be placed to the covers of newspapers or magazines, where they will attract the most attention.  The most successful campaigns have deliberately placed Memostick labels in the lower right hand corner of publications, the point where people are most likely to turn the page, making sure that they will notice them.  The labels can be stored on a flat surface, a desk or fridge door for example, until they are used.  By retaining Memostick labels in such a way, they remain visible and more likely to trigger a consumer’s purchasing decision.

So far Memostick has produced extremely positive results, with response rates ranging between 2% and 17%.  A campaign for a branch of McDonald’s in New South Wales offered customers a free lunch from their deli range on Memostick labels attached to a local newspaper.  The response rate reached 16.9%, significantly higher than any other campaign they had previously run.  There have been successes in the UK as well, a Subway buy-one-get-one-free coupon was distributed with the Huddersfield Weekly News, and reached a response of around 13%.  The Memostick format obviously lends itself to localised media and redemption points, allowing for efficient reporting and analysis.

Creating Memostick labels is simply a matter of uploading artwork via a website.  To apply the labels requires a portable machine which can be adjusted to match the line speed, creating few technical challenges.  Recent improvements to the technology allows different types of glue, as well as different glue patterns, to ensure the best synchronisation with the specific paper stock and binding process.

Memostick’s strength lies in the successful distribution of vouchers or coupons, and the potential for customers to retain them in a way which re-enforces their appeal.  It is encouraging to see this kind of innovation continuing to provide companies with new print-based advertising options.  With the correct focus and support, Memostick based campaigns can produce exciting buzz and radically improve consumer awareness.

Dean Williams

Dean Williams is a design and marketing blogger working for Print-Print Limited, promoting business and building brands through quality print marketing. If you’re interested in small business promotion then please get in touch hello@print-print.co.uk