Companies that have the resources to properly blanket entire areas with printed brochures and direct mail cards will consider the use of paper products effective no matter what. That’s because such organizations have resources available that make investing in such strategies and techniques less important than their small and local commercial counterparts. The former group, unfortunately, might see those kinds of efforts as wasteful and out of reach, considering their budgets.
However, there is actually a much larger marginal gain to be had by small groups when compared to large ones. The cost of direct mail marketing campaigns are not actually as high as companies might have been led to believe. Certainly, there’s very little question that the benefits of using such a strategy will be worth even slightly more expensive costs. Here are some reasons why small businesses should consider using printed materials.
When a company decides that it wants to brand itself with a particular logo, color scheme, mascot or character, it needs to invest a lot of time, resources and money into creating the perfect imagery for marketing materials. When organizations commit resources to such endeavors by investing in graphic designers, market data and testing, they’re likely to find themselves with very little money left over for the distribution of the fruits of their labors.
In such situations, many companies may be tempted to just use their new creations on the internet. While this can be somewhat successful, it ignores the fact that things viewed on computers don’t have nearly the same impact as those seen in the physical realm. The small additional investment necessary to get effective marketing materials in front of consumers in a tangible way is very small compared to the results it will bring. Consider including direct mail marketing or printed material distribution in any calculations of marketing material creation.
When companies think about marketing themselves on the internet, they probably foresee that a few more workers will be necessary to man the computers. This is true, but it obscures the reality of the situation. That is, to be very effective at online marketing, companies need to hire specialized experts who can pierce the veil of confusion on the web and make reaching consumers easy.
Such experts usually come at a premium, and won’t be simple additions to a staff. Rather, they will have to take center stage in any promotional campaigns and direct efforts using their unique expertise. This means that substantial money needs to be committed to them while other departments suffer.
By contrast, direct mail marketing can be executed rather simply by contracting with a printed materials company. Little additional internal change is necessary, while the marketing items will be seen by consumers nonetheless.Social tagging: Digital Print > Direct Mail