Remember the 1980s public service announcement: “This is your brain on drugs. (Egg sizzles in a hot frying pan.) Any questions?”
Sure, we all made fun of the ad, and it became the meme of its time. But it made an impression. It had a short, simple message with a shocking image. No long explanations or back story. No keywords. No stock photos of teenagers gone bad.
In my experience, marketers overthink things.
We have so many tools and so many ways to measure things. We like to see what others are doing. We like to try whatever’s new. The fact is, print has a long, proven track record of marketing success. Print comes into the game as a high scorer. Furthermore, photos resonate with people. A picture tells a thousand words. From the feel of the paper to the smell of the ink, print captures attention on so many levels.
Plus, print can break through the noise.
We’re all distracted and unfocused, and if you’re interrupting someone, you better be more interesting than whatever they’re looking at or doing at the moment. That’s hard to do if they’re online.
But……. it’s pretty easy to do if someone is waiting at the mailbox or sorting into the recycling bin. “Recycling bin??” you say, aghast. Let’s be realistic. A print-mail item is going to go from mailbox to hand to eyeball to either a stack to keep-review or the bin to be recycled. That’s a good thing!
You’ve got about 10 seconds of undivided attention and an actual “moment of consideration,” where the prospect considers you as an option. If your print message is as memorable as an egg sizzling in a hot pan, then you might even make it into the cultural lexicon. We all can get overwhelmed with the array of marketing choices. One way to approach this is to start with the channel that gets a high response, and see what happens.
Marketers are using print and mail like never before.
What’s simpler than working with a reputable list broker and awesome designer and hitting GO on a sweet EDDM campaign to every door in your neighborhood?
If you’re a printer yourself, then you know this already, and I hope you are telling your customers why print and mail are winning the marketing game in 2022.
If you’re a marketer, talk to your printer. Any questions?
Share your favorite PSAs from your childhood below, and be sure to read more posts from Sandy here.
Sandy Hubbard is a relentless advocate for the power of print. As a Marketing Strategist and Consultant, she helps printers develop strong cross-channel marketing programs that catch the attention of new customers. You can find @sandyhubbard every Wednesday co-hosting #PrintChat.