Recently, there has been a lot of debate among marketers about the feasibility of printing in an age when it is just as easy to reach customers electronically. My clients have also approached me with this question and my response is consistent: Just because a method is easier does not mean that it should be the only method you use. Whether you are a small business or an international corporation, your goal is to reach your target base as efficiently and effectively as possible. With numerous marketing venues available to you, I think it’s imperative that you consider all of your options.
So don’t throw print marketing into the round file! I think there are three very powerful reasons to include brochures, postcards, newsletters, print ads, and direct mail in your marketing plan.
At our most basic level, humans are sensitive. That is, we like to experience the world through as many senses as possible. In the same way that clicking through interactive websites is visually satisfying, so is holding onto and (sorry) stroking attractive, well-crafted material. Sure there are a lot of things that we throw away, but the newsletter, brochure or postcard that stands out, that looks good and subconsciously feels good in our hands, is the one that piques our interest and sticks in our minds. .
The impression lasts longer. Speaking of the things that pique our interest, those are the items that are most likely to be kept for future reference … maybe even added to a workspace. Websites disappear from view as soon as you click elsewhere, even if you bookmark them. But a postcard or brochure with a catchy slogan and creative logo could fit into the coveted ranks of a cork board. And that position has the same effect as a magical elf constantly whispering his name in his client’s ear. When it comes to your product, service, or industry, it will be the first name that comes to mind.
More ways to reach and touch your customer. Appropriately, of course. You can have a brilliant website, an electronic newsletter; You can blog, tweet, and network online as strongly as a teenager texting during class. But the fact is, reaching your customers in as many unique ways as possible can do nothing more than familiarize you with them. Ironically, print has become more unique than anything online. When was the last time you received a letter in the mail from a friend or loved one? Wouldn’t it make an impact if it did? The same goes for print marketing. Printing makes it personal; It literally puts your business in their hands. Your business can get lost in a choppy sea of tweets and conversation streams, but print materials simply say, “Hey, do you remember me? Here’s how I can help you. Keep me in mind.”
And remember: then they put that postcard, brochure, or business card next to their computer and see it every day.
So my personal conclusion? The relationship between printed and electronic marketing materials is expanding daily. What seems to be changing is the way we use print. Instead of mass mailing, companies are creating more targeted and personalized materials at financially sound rates. There are affordable printers and materials on the market. Do your research and you will likely find plenty of green printing options.
Am I biased? Good …
As a writer and creative person, I appreciate the unique experience of holding something in my hands, be it a beautifully crafted brochure, a pineapple, or an M & Ms peanut. I am the voracious reader who will never get a kindle because I like the feel of paper and the act of turning the pages (and the holidays from the computer screen). I throw out as much junk mail as my neighbor without a second thought, but a newsletter, postcard or brochure with attractive graphics and text will always stop me, especially if I recognize the company. So maybe it’s biased …
On the other hand, my clients, both small businesses and large corporations, request copies for a variety of printed and electronic marketing materials, from websites and email campaigns to brochures and direct mail pieces. So it seems to me that electronic marketing is not replacing print marketing; rather, it is just the beginning of a beautiful friendship.
