Over the last twenty years there has been a seismic shift in marketing. Brochures and broadsheet newspaper advertising have given way to AdWords, Instagram and Facebook. Pulp is out. Pixels are in. Is there a case for using ink and paper in your marketing budget? Or should we fully invest our marketing treasure chest online with Google and Facebook?
I think the answer is that print still deserves a good slice of the pie. Not the whole pie. Maybe not even half. But like any balanced diet we have to have our share of fibre. Here’s three reasons why I think pushing print is the smart play in 2021:
One key tactic of great marketing is to zig when others zag. Using print may allow you to reach customers in a form that your competition have given up on. Your mail drop campaign twenty years ago may have been swamped with other flyers and brochures. Today it’s likely to be just you. With so many companies marketing online, why not take the empty stage yourself and make your pitch on paper? Press advertising, PO Box drops and physical brochures now have the clear air they need to perform.
Online is fantastic. But a webpage or online banner advert can disappear into the ether as faster that you can say ‘click’. Most of the time, trying to recall or locate a website you visited three months ago is simply too hard. A Google search will bring results but once again it’s a crowded marketplace. Easy come, easy go, and easy to find another option with a click.
A brochure or flyer has a physical presence. It occupies space and therefore must be looked at, filed, ignored or deliberately discarded. More often that not the printed matter sits around until the user decides they are no longer interested in the product – or they have purchased it.
The best strategy is a balanced one where print directs the prospect to an online resource, or online offers a free, physical brochure or book. Integrated marketing gives you the best of both worlds. This is a strategy I have used very effectively in the past for clients big and small.
Of course print has to be done well. There is no undo button when the brochure has rolled off the press. If you are considering using print as part of your marketing mix, why not contact me to discuss?