Somewhere between the rise of email marketing and the whirlwind of social media, print marketing was unfairly dubbed as having lost its edge.
Plot twist: As audiences become increasingly overwhelmed by digital noise, thoughtfully designed print marketing has become a refreshing way to capture attention. Whether it’s a postcard, notecard, brochure, or business card, the key is to create something that’s relevant, memorable, and worth holding onto.
The Value of Printed Materials
- Physical items last longer in the brain than digital ones. Studies on “haptic memory” show that people process and recall tangible materials more deeply than something they saw on a screen.
- There is less competition for attention. A postcard may be delivered to your mailbox with four or five other pieces of mail. Some of those could be bills. That’s not much competition. Your postcard is likely to get noticed.
- Printed materials signal effort, and effort signals value. Printing, addressing, and mailing show effort. Customers will take notice.
- Print + Digital = Effective. Print doesn’t have to be a solo performer. A physical piece with a QR code, a personalized URL, or a fun call-to-action becomes a bridge into your company’s digital world. Think email signups, social follows, and interactive content, just to name a few.
Postcards
Even if your postcard doesn’t arrive at the perfect time, recipients may hold onto it for future reference. In fact, a banking postcard prompted the managing partners at Riggs Creative Group to research and ultimately choose the company’s new financial institution and business accounts. Why were we searching for a new bank? That’s a cautionary tale you’ll want to read all about from last month’s blog. Back to the handy postcard…
Postcards have one huge advantage over almost every other kind of mail: there’s no envelope to open. Whatever’s on the front gets seen, guaranteed, the second the mail is retrieved.
That makes postcards perfect for:
- Seasonal promotions
- Limited-time offers
- Event announcements
- “We miss you” win-back campaigns
- “We’re Here” brand awareness initiatives
Add a Fun Twist: Moving ahead with a postcard? Here’s where you can have fun with the format and add value. Instead of one generic postcard, design a seasonal postcard series for multiple touchpoints throughout the year. Then add the twist that turns a static piece of paper into an experience: a QR code that leads prospects to:
- A spin-the-wheel microsite that reveals a discount code
- A short quiz that ends in a personalized offer
- A UGC challenge asking recipients to photograph the postcard somewhere fun and tag the company for a chance to win
- Your website or social media channels
The postcard becomes a physical trigger for a digital moment, and that combination is hard for customers to ignore.
Branded Notecards
Can you remember the last time you received a handwritten notecard? Depending on your generation, it’s probably been a while or maybe… never? Correspondence has changed so much over the years, and much of what we get in our mailbox is impersonal. That is why the branded notecard is the hidden gem in your marketing communications toolbox.
The branded notecard is best used for:
- An introduction to you and your business
- Thank you note after a purchase or referral
- Client anniversaries or milestones
- Or simply a “haven’t heard from you in a while” outreach effort
A branded notecard with a handwritten message requires only a few minutes of your time and the cost of a stamp, yet it leaves a lasting impression. Send this “gem” to the people and businesses you genuinely hope to build a relationship with. Most importantly, write something meaningful that offers value, expresses appreciation, or creates a personal connection.
Add a Fun twist: Add a small, unexpected detail like a hand-drawn doodle, an inspirational quote, or a “treat yourself” promotional code.
Brochures
They don’t have the personality of a postcard or the sentimental value of a branded notecard, but brochures earn their keep by being the most informative.
Brochures are best used for:
- Detailed service or product breakdowns
- Trade shows and conferences
- In-office takeaways after a consultation
- Leave-behinds after a sales conversation
People grab brochures because they’re looking for more information on your products and services. Brochures can give the problem, solution, and next steps all in one neatly folded sheet.
Add a Fun twist: The brochure is another good print candidate for a QR code, but this time, link to a client testimonial or a case study video to win over the receiver.
Business Cards
Have you ever attended a networking event and found yourself in the middle of a business card exchange, only to realize you never ordered any because you thought they were “so last year”? Suddenly, all you can do is hope your new contact remembers your name, company, and firm handshake without anything tangible in hand.
Business cards are a quick and easy way to hand off contact information without the awkwardness of connecting phones or typing in contact information. Don’t make it weird!
Business cards are best used for:
- Networking events and sales calls – Keep in mind, tangible reminders are helpful for overworked brains!
- Referrals – Make it easy for happy clients to pass along your information.
- Chance encounters – When unexpected business opportunities arise, you’ll be ready.
- Customer interactions – Business cards can be stapled to invoices, tossed onto the top of deliveries, or tucked into branded notecards.
Add a Fun twist: Business cards are a great way to show your brand personality. Have a one-sentence brand message that says it all about your business? Add it! Change the shape, add texture or an unforgettable finish to make your card a standout.
Not Fair to Compare: Print & Digital Each Have Strengths
Print and digital marketing each have their own strengths. Rather than competing, they work together to create a more effective marketing strategy, reaching audiences in different ways and at different stages of the customer journey.
Take a look at your current marketing tools. Is there an opportunity to add something touchy-feely to complement your digital efforts? A well-designed postcard, brochure, business card, or branded notecard can reinforce your online presence by giving customers something they can hold onto long after they’ve clicked away.
When print and digital work together, they create a more memorable customer experience than either could achieve alone.
