Don’t Hold The Presses! Why Printing is Still Part of a Valid Marketing Strategy
Mark Twain famously quipped, “The reports of my death are greatly exaggerated.” The same might be said for Colorado Springs printing companies (and printers in other locations as well!). It’s true that the face of the printing industry has changed, but print marketing hasn’t died yet. And in many cases it’s a vital part of an integrated marketing effort.
Smart businesses know that when it comes to reaching their customers, “one size doesn’t fit all.” Different people respond to different marketing approaches. Some more mature audiences, for instance, are still less responsive to online appeals. It may not be the first place they look for information. So if you have a more mature audience, keep that in mind.
Printed pieces can have staying power. It’s easy to overlook a crowded inbox on your computer. And frankly, one unopened email looks pretty much like any other. But a well-designed piece of direct mail (if it contains helpful, motivating information) can stay on someone’s desktop or refrigerator for a long time. We actually had a client who used our printing and mailing services here in Colorado Springs tell us that some of his customers save every one of his printed marketing pieces sent out over a whole year—as a reminder to call when they need their services!
Printed pieces can multiply the impact of your other marketing efforts. There’s no question that marketing has moved online. But how do you let people know you’re there? Sometimes a physical reminder (a card or a flyer) is the stimulus someone needs to check out an online source. When your printed piece passes across someone’s desk or catches their eye as they check the daily mail, it just might be the trigger that sends them searching for you online. And even though marketing has changed, people still need to hear your message multiple times before they “get it.” And hearing it a different way (in print) can be a powerful reminder.
Printing needs to be used wisely. Printing and mailing costs are not insignificant. That means businesses have to be smart about how they use these tools. Smaller, “teaser” printing and mailing projects can catch someone’s eye and direct them to a more cost-effective media (such as your website) where customers can get all the specific information they want.
