The old expression “Don’t Throw the Baby out with the Bathwater” is a caution to not discard something of value while you are getting rid of something undesirable. I see this dynamic happening today in the narrative about print.
In response to the advances in technology and social media many companies have thrown out the idea that print can be part of an effective marketing strategy. As a result, they are missing out on connecting with their customers in a significant way.
Adjusting the Channels
Rather than removing it entirely, the use of print just needs to be adjusted. Think of how the landscape has changed for the role of salesperson. There was a time when door-to-door sales was the only way a customer would learn about a product or have the opportunity to buy.
While we would all agree that the quaint image of a peddler carrying his wares via horse-drawn wagon is no longer an effective marketing strategy, that doesn’t mean we should abandon the role of salespeople entirely.
We adjust how roles change to fit with the times.
In a similar way, we need to adjust the role of print. A strong online presence can accomplish what was once the job of mass print runs. However, once you have their attention you still need to engage with your customer and provide information through multiple channels. One of those channels should be the tried-and-true method of print.
Rise above Digital Clutter
In a day of overflowing email inboxes, there is still a something refreshing about a well-designed print piece.
While the convenience and reach of digital cannot be denied, there is an impact that is unique to print.
It’s similar to the difference between receiving a handwritten note versus a text. There are absolutely times when sending a text is the best route. For example, if I need my husband to pick up something at the store, it would be ridiculous and ineffective to send a handwritten note because the communication need is immediate and the format would not serve the message.
On the other hand, if I wanted to thank someone for meeting with me for coffee, while I could send a text, I would make an entirely different impression by sending a handwritten note.
Audit Your Materials
How great it would be if there was a cookie-cutter formula that worked for every industry and company regarding marketing and communication? The fact is, you need to do the work of auditing what you have been doing and continue to get data concerning the performance of different channels.
Talk to your customers.
Your current audience can provide a wealth of knowledge about what does and doesn’t work. Plus, they can provide insight about how to expand your reach. Don’t guess what works, ask them. You may be surprised what they say.
As with most things, the answer is probably a combination of the two. So before you toss out print and put all your eggs in the digital basket, make sure that you are in fact eliminating waste and not losing a valuable tool.
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