Is Print Marketing Obsolete?
There’s been a recent flurry of debate among marketers about the viability of print in an era where it’s 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 doesn’t mean 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 feel it is 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. Just as clicking through interactive websites is visually satisfying, so is holding and (excuse 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, that looks good and feels good unconsciously in our hands, is the one that piques our interest and sticks in our minds.
The print lasts longer. Speaking of the stuff we’re most interested in, those are the items most likely to be saved for future reference… maybe even pinned to a workspace. Websites disappear from view as soon as you click somewhere else, even if you bookmark them. But a postcard or flyer with a catchy tagline and creative logo could make it into the coveted ranks of a corkboard. And that position has the same effect as a magical elf constantly whispering your name into your client’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. Appropriately, of course. You may have a brilliant website, an informative ezine; You can blog, tweet, and network as vigorously as a teenager texts during class. But the fact is, reaching your customers in as many unique ways as possible can’t do anything other 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. The print makes it personal; literally puts your business in your hands. Your company may get lost in a choppy sea of tweets and conversation streams, but print materials simply say, “Hey, remember me? Here’s how I can help. Keep me in mind.”
And remember: Then they stick that postcard, flyer, or business card next to their computer and see 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 financially 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 biased? 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, pineapple, or peanut M&Ms. I’m the voracious reader who will never get a Kindle because I like the feel of paper and the act of turning pages (and vacations from the computer screen). I throw away as much spam as my neighbor without a second thought, but a newsletter, postcard, or brochure with attractive 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.