Here at Totem, we love online content. We really do. But we never forget about print, not just because our roots are based in magazines, but because we’ve always subscribed to the notion that print and digital can work together to deliver a complete user experience. Of course, there are times when a digital solution makes the most sense, but some recent studies looking at consumer behaviour with catalogues indicate that print still has an important role to play in the media mix.
Take the retail sector, for example. According to the Royal Mail Home Tracking Study, 45% of customers browse through catalogues before making a purchase online—and this is a growing trend. In 2005, 30% of people consulted a catalogue as well as the web; in 2009 that figure had risen to 43%. And a 2011 Econsultancy study found that 45% of U.S. consumers used a catalogue before making a purchase in store or online.
It’s a trend that top brands are clearly embracing, with no shortage of catalogues in our stores and on our doorsteps. Totem has taken that idea a step further for one of our newest publications, Show & Tell, a biannual magalogue that we produce for Aeroplan, Canada’s premier frequent flyer program. It showcases the wide variety of Aeroplan Rewards—from Callaway golf clubs to Swarovski jewellery and even hotel stays—in a great-looking editorial package. The big idea is to inspire members to use their Aeroplan Miles in new and interesting ways.
What better way to begin that thought process than with a glossy magazine, delivered direct to the member’s home? It’s easy to forget the power of something tangible, and in this case you can circle your favourite stuff, scribble notes, pass it along to your spouse. Show & Tell is designed to encourage this type of leisurely content consumption. Products are grouped into categories so members can weigh all the options and editorial stories show products in a lifestyle context. The print channel engages and inspires; when it’s time to visit aeroplan.com to redeem miles, a more functional content experience awaits.
Online content without print is like a great meal without a great wine—they’re fine on their own, but put them together and both become so much more awesome. Getting the mix just right is the difference between a good brand and a great one.