We’ve all heard it before. Many of us have said and with good cause. Digital is the way forward in many ways, including taking up more of our marketing and outreach budget. However, many businesses are taking this advice the wrong way, and strangling their physical and print marketing budget, instead. Here, we’re going to look at why getting physical is still smart, even for online-only businesses.
It’s better suited to certain situations
There are certain demographics to which traditional mail campaigns might be more effective than their electronic counterparts. It’s not just older people who may not have an email address, either. For a lot of high-level executives, email marketing rarely gets opened, nevermind read and engaged with. Other times that snail mail is more effective can include making an introduction, sending out seasonal promotions, and more. In fact, a lot of people tend to prefer physical mail marketing because it’s not as interruptive as an email clogging up their inbox. It’s easy to pick up, open, and either digest or throw away as they please.
Almost everyone has an address
The ubiquity of physical marketing makes it one of the easiest ways to reach not only a more specific demographic when needed but to reach a lot more people. The vast majority of people are going to have some sort of address you can reach them at, be they at home or their business. What’s more, when it comes to buying and generating leads, since addresses are more established and more widely shared than email addresses, it tends to be easier to find them. Qualifying those leads can still take energy, but you will have more leads that are potential winners.
It’s adapting to modern design
A lot of people tend to think that physical marketing is a little more old fashioned and if you’re using traditional services that haven’t adapted to the digital world, then you might be right. However, there are a few FedEx printing alternatives that have adapted to modern tastes. Improved printing quality and color, faster turnaround on orders, and a wider range of products mean you can very much replicate the elements of your digital marketing campaign if you want. You can even create outreach experiences that do things that you simply can’t online.
It’s more emotional
There is something about having a piece of paper in your hand, a physical object rather than simply an image on the screen, that can help you convey your brand in a manner that tends to resonate with people on a more emotional level. As such, your printed marketing material may end up more memorable, which can lead to an increase in brand awareness.
For as long as you can reach your customers with physical and print marketing, it is always going to be the less obtrusive and more preferred method of sending out your message. Take the tips above in mind and ensure you’re doing it in a way that gets you the results you need.