We’ve had a number of discussions recently about the value of including print in our recommended marketing mix for our clients. Many marketers are afraid that their brand (and I suspect they themselves) may be perceived as dated by pursuing a strategy that includes traditional direct mail or printed sales and marketing collateral. The buzz is, after all, about digital integration and the social media channels where costs are not incurred for paper and ink.
Yet I’ve received direct mail promotions from Google and Go Daddy. Google. I have to assume that they recognize the value of an integrated approach. And I don’t believe it’s just a generational thing either—using print for ‘older’ audiences. Sure, the younger the audience, the more likely they are to get their news online and connect electronically with friends and family. But news and status updates are not marketing.
Now, we all acknowledge the changing landscape of push/pull or inbound/outbound marketing, and the fact your target has done online research and looked for peer recommendations well before they ever actively engage in your sales cycle. And I’m not suggesting that brands change their strategy of knowledge sharing and ‘participating in the online conversations’. This is the future of brand marketing. I’m merely suggesting the addition of print when appropriate. Because, when a tactile, dimensional item crosses their path, most people will spend an extra moment with it. Some will look at it twice. Some will keep it. Some will pass it on. Some attach a more substantive meaning to the brand represented by it.
So when is it smart to look to print? Here are 6 times:
Reaching prospects in the C-suite
They’re busy, distracted and focused on the big-picture strategy. Not opening e-blasts or clicking through banner ads.
When the service or product has a substantial price tag
Survey Says: collateral with high production-quality adds credence and credibility.
Invitations to events
Not just holiday parties either. Presentations at industry trade shows. Private client events. Webinar series.
If the service results in a tactile product
Architects and interior designers benefit greatly from incorporating print with exquisite photography and textural experiences—as do numerous other business segments.
Commemorative or milestones
Organizational anniversaries or the opening of new offices. Often these types of events benefit from distributing a well-created piece to employees, building brand understanding and coalescing corporate culture.
A new product or service, a new division or process. A new brand. If you want the audience to notice something has changed and they can benefit by taking note, don’t blend in with regular, ongoing communications tactics.
There are obviously numerous additional opportunities to capitalize on the power of print to set your brand apart and garner a second look. When do you choose to choose print?Share: