Online marketing is the way of the now and the way of the future. I know this, you know this, your customers know this but, deny it if you will, print still makes a valuable contribution to the marketing mix.
I know people think of print as “old school” and “how we used to do things” but I love to touch and feel a piece of collateral; shiny new brochures, wafting ink, it gives your product a certain gravitas.
A lot of time and effort (most of the time) has gone into that piece of collateral and I respect that. It’s when time and effort isn’t spent that you notice!
I love creating brochures, annual reports, flyers, something you can touch and feel.
Beautiful stock, stunning backgrounds, an eye-catching headline, a considered layout; collateral can be truly beautiful and bring joy to my day. In fact I have a section in my (old school) filing cabinet reserved for pieces of collateral I like. Pinterest in my desk drawer if you will.
Think of all the pieces of paper you encounter over a week: from (literal) junk mail to newspapers to glossy magazines, how much time do you spend interacting with them and their contents as opposed to the ads that appear on websites?
As I was in the midst of writing this post I came across this article about the dangers of ignoring the “old school”.
I suppose, like everything in marketing, it comes down to your target audience.
Can you afford to ignore the old school in your marketing mix?