July 9, 2020

FYI: Print Marketing is Not Dead.

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Show notes

Print is the Rodney Dangerfield of marketing; it gets no respect.

These days, it's all digital all the time. But print hasn't disappeared. It's still important and a key part of the marketing mix.

In this episode of Marketing Spark, Joanne Gore, an experienced B2B marketer, talks about how print and digital can form a beautiful marriage to drive marketing success.

To learn more about Joanne and why print still matters, visit the show notes.

Key takeaways

Print is wider than stationery and newspapers. Embellished packaging with foil and satin finishes, promo items like branded T-shirts and hats, and pop-up store materials all count as print.
Touch creates strong memory, so a custom piece of direct mail or a welcome kit can tie a buyer back to their digital experience at a key point in the purchase.
Start by knowing who you help and how you help them. That tells you which content each audience wants, and where print can make digital more personal.
Direct mail is the easiest way to combine print with digital. Joanne cited Canada Post figures of a 4.4% success rate for direct mail against 0.12% for email.
Print can be measured when you set a goal first. Personal URLs with unique codes and landing pages track direct mail, while brand awareness is hard for digital to measure too.

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