Why Physical Print Marketing Materials Are Not Dead
In today's digital age, where almost everything is available online and marketing campaigns seem to be primarily focused on digital platforms, some may argue that print marketing materials are no longer relevant. However, that couldn't be further from the truth. Despite the rise of digital marketing, physical print marketing materials are still very much alive and have their unique advantages. In fact, they continue to play a vital role in the marketing strategies of many businesses. In this article, we will explore why physical print marketing materials are not dead and why they still hold significant value in the modern marketing landscape.
Tangible and Memorable
One of the biggest advantages of print marketing materials is their tangibility. Unlike digital ads that can easily be ignored or forgotten, print materials such as brochures, flyers, posters, and business cards are physical objects that potential customers can hold, touch, and feel. The tactile nature of print materials can create a memorable experience for the recipients. When done well, a well-designed print marketing material can leave a lasting impression and help your brand stand out from the digital noise.
Targeted and Personalized
Print marketing materials allow for targeted and personalized marketing efforts. For example, direct mail campaigns can be highly effective in reaching a specific audience, especially in a local area. By leveraging print materials, you can tailor your marketing messages to a specific demographic or target market, and even customize each piece with variable data printing to add a personal touch. This level of personalization can help establish a connection with the recipients and increase the chances of them engaging with your brand.
Credible and Trustworthy
In a world where online scams and misinformation are prevalent, physical print materials can provide a sense of legitimacy and authenticity. Print materials, such as brochures or magazines, are typically professionally designed and printed, which can lend credibility to your brand and help build trust with potential customers. Furthermore, print materials do not require an internet connection, which can be appealing to certain demographics who may not have easy access to digital devices or may have concerns about online security.
Less Cluttered and Less Competitive
Digital marketing channels can be overcrowded with ads, emails, and social media posts, making it challenging for your brand to stand out. On the other hand, print marketing materials are less cluttered and less competitive. When you send a direct mail piece or hand out a brochure at an event, you are competing with fewer marketing messages, which gives your brand a better chance of getting noticed. Print materials can also have a longer shelf life compared to digital ads, which may disappear in a matter of seconds. A well-designed print piece can stay in someone's possession for an extended period, serving as a constant reminder of your brand.
Brand Reinforcement and Multichannel Marketing
Print materials can be an effective tool for reinforcing your brand identity. Consistent use of your brand's logo, colors, fonts, and messaging across different print materials, such as business cards, flyers, and brochures, can create a cohesive brand image and reinforce brand recognition. Print materials can also complement your digital marketing efforts and be part of a multichannel marketing approach. For example, you can include QR codes or unique landing page URLs on your print materials, which can drive recipients to your website or social media pages, and allow you to track and measure the effectiveness of your print campaigns.
Sensory Experience and Emotional Connection
Print marketing materials offer a sensory experience that digital marketing cannot replicate. The texture of the paper, the smell of the ink, and the sound of turning pages can engage multiple senses and create a more memorable and emotional connection with the recipients.
Every Door Direct Mail (EDDM) Campaign for Perennial Estate Planning:
"From an owner’s perspective, I would say that overall the design process for the postcards allowed me to hone the messaging and value proposition, and figure out what struck a responsive chord with my prospective clients in the least amount of words possible. There is certainly still room for improvement (I'm a slow learner), but given the evergreen content - meaning it seems I can use the same series of postcards/messaging over and over again and still get similar results - I am happy with the marketing system we created.
I think it took 3-4 rounds before I noticed calls coming from postcards, and the real ROI came from client referrals from the clients I got from the postcards rather than the postcards themselves (although seasonality could have also been a partial factor). But the good news is that I did better than break even after about 3-4 months of mailing postcards (overhead included). Perhaps a focus on SEO and or email marketing could do better for many businesses, but for someone like me who prefers the tangibility of direct mail (and use it as just one component of my overall marketing strategy), I found the repeatable postcard campaign added sufficient fuel to the fire for my business needs.
With all that being said, without Stepfani's input and creativity, none of that would have been possible. She not only helped clarify my thinking on how to approach this form of marketing, but also motivated me through the process. I can't understate the value of having a great marketing expert to rely upon to move an idea to reality, and that's exactly what SKC Creative did for me and my business." - Joseph Lento, Owner & Attorney at Perennial Estate Planning
Are you looking for ways to reinforce your brand through print materials? Let’s talk! Connect with the team at SKC Creative to see how we can assist you in making your vision a reality!
