It seems like a tough law: anyone who wants to sell their products and services today must have a very strong online presence. An attractive website with a high ranking within search engines. An exciting one website with information and blogs that hold the attention and keep captivating visitors. A user-friendly website that coaches interested parties in the direction of taking an action, whether it is an order or asking for more information. But is this enough?
Promotion and advertising, exclusively online?
It is also done so easily and so quickly. You can send a digital mailing at the touch of a button. You place your banners on websites where potential buyers are located and you spread your message via social media. Of course you will be there to respond and advise, because you will only achieve returns through social media if there is real interaction. The offline marketing tools of yesterday and the day before yesterday seem almost a matter of nostalgia. Discount coupons, personalized business cards, brochures and letters, these instruments too are becoming more and more digital. Have they really become superfluous in physical form?
Offline and online reinforce each other
Online marketing instruments are volatile and not literally tangible. Moreover, your potential consumer is flooded with it. That makes them less effective than they could be. What matters is the attract the attention of your potential customer and hold on, precisely at those moments where you are less bothered by others. The moments of personal contact, for example. Closing personal contact in a store or at a trade show with the exchange of printed business cards always remains effective. And what is wrong with handing over a coupon on beautifully printed paper with a purchase in your store? Or included with your order? Of course there is a code on that coupon that your customer can redeem at the next online purchase. And what do you think? If you send a nice letter on colored paper with a large order, a letter that clearly shows attention, does the chance of a repeat purchase not increase much? Attention, just a little bit more than another, it remains one effective marketing tool, especially if it is tangible.
Custom printed matter
The physical letter, business card, printed mouse pads or billboards, they remain effective because they are tangible. In this way they reinforce the effect of your online marketing activities. And internal printing also plays a major role. Although buildings are now being designed in 3D, from load-bearing capacity to construction and building materials, the building plans are ultimately printed in large format with a plotter. Photographers, artists and advertising agencies also work with plotters to make their work visual for clients. Because while online is increasingly becoming the first point of contact with customers, offline printing is an essential link in bringing in customers: you want to see and feel the promised end product in advance. So put printed matter in you as a channel business model, because it definitely has a positive effect with your customers.
Author image: S. Hofschlaeger