Does 'Old Fashioned' Paper Still Cut It In Marketing?

I am often asked by clients whether paper based marketing tools like brochures, flyers and newspapers are still useful in today’s digital world.  The short answer is yes, absolutely!

We are often quick to dismiss the value of tools that have stood the test of time, but are not perceived as being modern or still relevant (to some people) in today’s technology driven society.  Whilst very few people doubt the value and ‘cut through’ of digital marketing strategies such as websites, Facebook, LinkedIn and other social media marketing, good ‘old fashioned’ paper still has its place. 

The tools used by business to undertake their daily operations, and engage with existing or new customers will vary considerably according to the particular industry, size of the business and its methods of operations.  Likewise, a business will rely on different media and marketing tools depending on the type of business and the demographics of their target market.  

As a basic example, many small businesses involved in direct sales and/or consulting, depend largely on face to face interaction and relationship building.  That type of interaction often plays out through a personal meeting with the customer, where the relationship is established and nurtured, and eventually, the merits of the product or service on offer are espoused.  These interactions are often wrapped up with a nice professional publication left behind for the customer to peruse that highlights the key features of what’s on offer.  

After all, not everyone wants a website link sent via sms or a one-line email as the only memory of their meeting!  Now, before I get bombarded by those committed to the emailed website link, there are of course times and circumstances when either option will work, or one strategy is more likely to succeed over another.  

So, whilst we started this discussion exploring the continued value of paper to your marketing strategies, we ultimately get to the point that different strategies will achieve measurable results depending on many factors, including business type, industry, demographics and so on……… That’s just one of many examples.  

The point being, don’t close your mind or wallet to any strategy just because it’s not perceived to be “modern” to you.  Explore your options, implement strategies where you can actually measure the outcomes, and keep innovating.
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In the meantime, don’t throw out your Bic pen.  Paper isn’t dead yet. 

Anthony Ferro
 
Present Professionally serves customers across the Toowoomba Region and South East Queensland.  You can follow Anthony at https://au.linkedin.com/in/anthonyferro1  or view details at www.presentprofessionally.com.au and LIKE us on Facebook @ https://www.facebook.com/PresentProfessionallyAustralia/
 
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