Marketing materials: Print vs. online
• People like the enduring, tactile aspect of paper. Tangible printed materials sway many customers/clients to buy from you.
• Print is more likely to be filed, saved, displayed, or shared. This keeps your brand top of mind.
• Pieces can be distributed at conventions/trade shows and displayed in lobbies/showrooms.
• Paper can be permanent, whereas online materials come and go.
Let's compare this to e-greeting cards. When they were first introduced, everyone was sending out e-cards for all occasions. (I never saved an e-card but have a box full of meaningful paper cards people have sent me over the years.) An e-card doesn't have the same thoughtfulness as a card that someone personally selected, inscribed, and mailed. As a result, people stopped sending e-cards and the paper card industry is once again booming.
• It’s important to play to the strengths of each medium. For example, keep lists of inventories that change periodically online.
• Business letters are making a comeback after a long draught due to email. People are so deluged with email, that a well-written letter stands out and is appreciated.
• While hardcopy and the electronic media jostle for supremacy, both are valuable. There’s an old rule in sales that says you have to touch someone 5-7 times. When you conduct a marketing/sales campaign, mix it up with hardcopy, electronic copy, and phone calls (if appropriate).
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