Lucky for us one of those big boys, JcPenney, realized last year that printed advertising and direct mail are not only good for business but ironically enough good for internet business.
As you can read in this Yahoo Finance article, JcPenney, like so many others, thought they needed to go “all in” with online business and discontinue direct mail advertising to both save money and put more efforts online. So after discontinuing their print catalog in 2010 they decided to bring it back in 2015 because they realized that print ads drive more traffic and sales on it’s website.
“...you kind of get in front of people’s eyes every day or almost every day in the mail” cites the article.
And if my own mailbox and my wife’s affinity for buying at JcPenney are any proof I would say it’s working. I get quite a bit of mail from this retailer wether it’s catalogs or postcards.
- create a longer lasting impression (memory and recall) but also
- have a longer “shelf life” because they stick around the house longer
- Make it easier to get a feel for a full range of products by looking at a catalog
- More portable, easy to put in your coffee table, take with you in the car (or bathroom…)
- It drives online traffic by generating awareness and interest that then goes online to find out more or to purchase
Because of these reasons the smart business owner should have a mix of print and digital in their marketing formula. Then depending on your product or service and your audience you tailor the medium to fit their needs and your budget.
I am not saying that you should come out with a catalog of products...
But you should definitely come up with a way to effectively portray you business in printed form. Wether it is great images of your plates along with an offer to give your restaurant a try, or a before and after picture of a kitchen remodel for your contracting business, in this online age print and direct mail is still an effective way of marketing your business.