When digital media started to storm the scene, publishing houses, printing companies and papermakers where shaking in their boots, with good cause. Digital was cheaper, faster and more efficient, a perfect combination in an age of tightening budgets.
But a funny thing has happened over the past decade.
It’s true that many catalogs, datasheets, direct mailers and even ads and magazines have been digitized—available at your prospects’ fingertips with the click of a mouse, but at the end of that chain of cyberspace data are still human recipients. And the question is always, “How do we make them take notice?”
A Digital Deluge
Email now floods inboxes, just as direct mailers used to flood mailboxes. Subject lines are critical to successful open rates, or that same simple one click will land you in the trash folder.
Catalogs and datasheets can be viewed online or printed directly from a company’s website…but you still need to get your prospect there.
Certainly there are low cost online instruments to help in the effort: Google AdWords; SEO integrated into your website, and even some banner ads can effectively source clickthroughs depending on the campaign. But how else can you make them take notice?
Paper as a Premium?
In some ways, the printed piece has come full circle and can be used to a company’s advantage if done correctly. No longer merely lose in cyberspace, a printed mailer that comes across a prospect’s desk can make them stop and a second look.
The two elements that are critical here are graphic design and content—it still needs to catch your eye and give solid information.
And let’s not forget our options: from a flat 5”x7” mailer or personal letter addressed to prospects up to a die cut piece or a full scale 3D package.
- Will it take a little more time? Yes.
- Will it take a little more money? Yes.
- Will it make your prospect take notice? Absolutely!
Is it right for every campaign…not really. But for your next major product launch, think about how you can shake things up to stand out from the digital crowd. You might just find that everything old is new again.