Raise your hand if you remember the Sears-Roebuck catalogue.... No? Then how about the Sears catalogue that came out years later? .... Still no! Yellow Pages phone directory? Hmm! tough crowd.
Okay picture this, Amazon puts pictures and descriptions of all their products into a large glossy coated paper book and delivers it to your home. It would be a catalogue so big it would need a forklift but the point is you’d notice it wouldn’t you? And you know why? Because nobody’s doing that anymore.
It doesn’t mean this approach is ineffective; in fact it’s just the opposite. It just means that everybody has jumped onto the online marketing bandwagon because; well, because they saw that everyone else did (that’s my lemming reference by the way).
When everyone’s doing the same thing, that’s your first hint to do just the opposite. Sure emails are convenient, cheap and immediate but it won’t make you stand out. If you want to be memorable do something that makes you stand out.
Print mail would do that, especially when your competition isn’t doing it. Just look at your email inbox verses your home or business mailbox. You’re physically going to touch whatever is mailed to you at home. Before you can even decide if it is or isn’t of interest you have had to look at it. An email may get deleted without ever being noticed or go right to spam.
Print mail partnered with emails is your best solution. An email that preps your clients and prospects that a 50 % off coupon is coming in the mail for that new local restaurant is going to be well received.
How about a new fitness club that’s just opened and you see flyers and posters all around town or a leaflet tucked under your car windshield wiper? When days later you get an email from them to come in for a free visit, that’s a well-engineered marketing campaign. It’s still done because it’s still effective.
Whether your business emails are accompanied with postcards, greeting cards or skywriting you ‘re going to be noticed because you’re this throwback savvy multi- approach marketer.
Just remember whenever you’re going against the flow of traffic you’re either in the wrong lane or more likely you’re making a calculated move to be different and effective.