Is Print Dead or Not? Is It Still Relevant?

The jury remains out on the issue; experts have lined up on both sides of the aisle. At Namaro, we believe print will have a place in the marketing world for the foreseeable future, but in order to be effective, it’s got to be a multichannel approach using print, digital media and the internet. People look to the internet for quick answers or background information. Typically, when they request a print brochure from a Web site, they’re ready to sit down and have a good look. That brochure needs to provide information that’s not on the company’s site, or you’ll lose the customer’s interest and, more importantly, the sale.

Here are a few sample multichannel campaign ideas to consider.

1. Use variable data to personalize a direct mail campaign (e.g., Hi Sam…big widget sale). Include a call to action that steers Sam to a campaign Web site (e.g., bigwidgetsale.com) so you can track how many Sams reacted positively to the post card.

2. Develop an eNewsletter that addresses the interests/needs of your customers. Include all kinds of irresistible information that may help them improve their business. Offer one idea per issue that links back to your company’s Web site (any more and you’ll scare them away). On that Web page, include a link to request a print brochure with detailed product/service information. eNewsletters are a great way to build your email database.

3. Create a free print-on-demand PDF catalog available on your Web site. Include links to other pages of your Web site as well as links to request print brochures with more detailed product/service information.

4. Advertise in a print publication such as a magazine, newspaper or trade publication with a call to visit a specific page on your Web site (e.g., abcompany.com/coolwidget). Provide general information on the site page with a link to download a more detailed PDF brochure.

5. Create an interactive version of a brochure, annual report or other piece you’ve traditionally printed and post as part of your Web site. Include helpful features such as a Search box, have detailed information/diagrams/price appear when a user rolls over different areas of the screen. Embed a video of your company’s president talking about exciting developments on the horizon.

Check out an example of an interactive presentation that we did for a meeting with a potential client.