Not Just a Trend
12/7/2016 6:00 PM
Reflecting back on the World Cup this past year, seemingly everyone jumped on the bandwagon and became an overnight soccer fan. In the United States, soccer (futbol) does not have the enormous fan base or the notoriety it has in the rest of the world, yet a few weeks ago over 25 million people tuned in to watch the United States play Portugal. Crazy!
While I understand that everyone is excited and wants to support their country, which I am all for, my question is: Will this newfound notoriety stay or will Major League Soccer go back to having its die-hard fans and that’s about it? My point is that our society today is all about trends and rallying around the next big thing. Take, for example, MySpace. This social media site was the be-all and end-all of social media ten years ago. Today, MySpace is obsolete compared to other social media sites. This brings me to my point: The one form of communication that has not changed or been eliminated is print.
In the past few years, some marketers made the assumption that they no longer needed print and that all of their marketing could be done online. As the economy suffered and budgets got slashed, the kneejerk reaction was to cut the print budget and toss all the efforts and resources toward newfangled online marketing approaches. Don’t get me wrong, online marketing has its place in today’s fast-paced marketing world, but to ignore print is to risk having your message get ignored by your target audience.
Print can be the match that ignites the response rates you seek from your direct marketing campaign. Stats have shown that when print is the driving force and is coupled with email marketing, social media marketing, and SMS text messages, then response rates are astronomically higher than when print is not involved. According to MarketingProfs, 73 percent of consumers actually prefer mail over other advertising methods and 40 percent try new businesses after receiving a direct mail piece.
As people receive more and more emails, tweets, updates, notifications, etc. and the internet becomes increasingly more diluted with garbage, your message may get lost in all that clutter. Everywhere you look there is another ad, spam email or post. By the time your message (even if it is spectacular) gets to the correct person it may not make the impact you hoped for because of the media in which it was received.
Print; however, is tangible. When you receive a printed piece that is designed well and has a thought-provoking message as a companion to an email campaign, the messaging will be much more difficult to disregard. Unlike many online marketing channels, which can be extremely successful when used correctly, print is not a trend. Print has been used successfully for years. Rather than replace it with trending technology, supplementing it with email, social media, etc. is the way to use print most effectively. As I had stated in a post earlier, the key is to learn to put print to work for you!
This year we have completed many highly successful, multi-channel campaigns that have included print. The research and stats are out there. While it may cost more initially, the return on your investment will be higher when print is involved. Visit our website http://www.riderdickerson.com and http://www.printforum.info to read these case studies.