I’ve been working in the marketing communication space longer than I care to admit. (Actually I do admit it at the bottom of the page! 😃)
I’ve seen our approach to consumer communication shortened, streamlined, and sped up. All in an effort to be “more efficient and effective.”
The shift from analog to digital, along with the programmatic methods of connecting, targeting, and pushing has eliminated some fond and friendly methods. Methods that were steeped in tradition, and valued for their relevance and impact.
Digital media does not build emotional connection like print media
In 2016, researchers from the University of Maryland published their findings on this topic in The Journal of Experimental Education. Their research suggest that printed marketing materials tend to outperform digital when it comes to reading comprehension, recall, emotional impact and persuasiveness.
The researchers first asked college students which medium they preferred to use for studying, and which they felt offered them the best recall. Ironically, students overwhelmingly chose digital content for both responses. However, when they were tested on their actual retention of information, the results demonstrated that these students clearly had better recall after reading printed materials.
Explore some favorite ways to add more balance to your Marcom mix
Like any good mix, strive for a balance. New and old. Digital and analog. Online and in person. Here are some great (many forgotten) tools that are still being used by many of our clients:
The Wall Calendar – The printed wall calendar is alive and well. In the past week alone, I’ve received two wall calendars in the mail from organizations I do business with. The obvious benefit – I think of them every time I look at the calendar. Make sure to create one that is relevant to you and your audience. We produce many with photos submitted by clients. You can pull together imagery of all types all long as it is relevant and supports your brand. Consider customizing the dates with important local information, suggestions, or helpful tips.
The Thank You Card – Does your organization have a formal thank you card that your front line team can use? A thank you email is one thing…and EVERYONE uses them (along with a survey that nobody wants to answer). But the card that is handwritten knows no equal in impact. People open them, read them, sometimes share them and often keep them. Do you have a stash of professionally printed thank you cards with matching envelopes? Perhaps you should.
The Holiday Card Mailing – Do you reach out to your clients on the holidays? Few people do anymore. Instead, they send out another email wishing “wonderful seasons greetings” or some other worn sentiment. A thoughtful card, preferably signed, is a message that will likely be displayed around the office. Plus, the creative options are endless. From ornaments to music playlists and funny photos with QR codes to link to videos, the chance to put a smile on a face and a warm spot in the heart is increased.
Interested in some of these ideas? Just drop me a line and I’ll send you samples for your review