There’s been a recent flurry of debate among marketers about the viability of print in an age where it’s just as easy to reach customers electronically. My clients have also approached me with this question and my answer is consistent: Just because one method is easier doesn’t mean it should be the only method you use. Whether you’re 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 in 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.
In our most basic form, humans are sentient. 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 and (forgive me) stroking attractive, well-crafted material. Sure there are a lot of things we throw away, but the newsletter, brochure or postcard that stands out, looks good and feels good subconsciously in our hands, is the one that piques our interest and sticks in our minds.
The print lasts longer. Speaking of the things we care about the most, those are the items that are most likely to be saved for future reference… maybe even pinned to a workspace. Websites disappear from view as soon as you click elsewhere, even if you bookmark them. But a postcard or flyer with a catchy tagline and creative logo could make it into the coveted rows on a cork board. And that position has the same effect as a magical leprechaun constantly whispering your name into your customer’s ear. When it comes to your product, service or industry, you will be the first name that comes to mind.
More ways to reach and touch your customer. Properly, of course. You may have a brilliant website, an informative ezine; he can blog, tweet, and socialize online as vigorously as a teenager texts during class. But the fact is that reaching your customers in as many unique ways as possible can do nothing more than make it more familiar to them. In an ironic way, 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 have an impact if you did? Same with print marketing. Printing makes it personal; it literally puts your business in their hands. Your company may get lost in a choppy sea of tweets and conversation streams, but printed materials simply say, “Hey, remember me? Here’s how I can help. Keep me in mind.”
And remember: then they stick that postcard, brochure, or business card next to their computer and look at it every day.
So my personal conclusion? The relationship between print and electronic marketing materials is expanding daily. What seems to be changing is the way we use print. Instead of mass mailings, companies are creating more targeted and personalized materials at economically sound rates. There are affordable printers and materials out there. Do your research and you’ll probably find plenty of eco-friendly printing options.
Am I partial? Good…
As a writer and creative person, I appreciate the unique experience of holding something in my hands, whether it’s a beautifully crafted brochure, a pineapple, or peanut M&Ms. I’m the voracious reader who will never own a Kindle because I like the feel of paper and the act of turning pages (and vacations from the computer screen). I throw out as much spam as my neighbor without a second thought, but a newsletter, postcard, or brochure with cool graphics and copy will always stop me, especially if I recognize the company. So maybe I’m biased…
On the other hand, my clients, both small businesses and large corporations, request copies for a variety of print 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.