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Is Paper Marketing Dead?

There’s an argument brewing in the marketing world. Some marketers believe that there’s no need for paper materials like brochures and postcards. Others believe that paper should be combined with Internet marketing to bring the best of both worlds together.

What tactic should you use? Is it worth spending money on printing marketing materials to hand out at the next show you attend? Here’s a closer look at paper marketing – and whether or not it’s still alive.

The Trash Can Syndrome

You might have heard this one before: “don’t print any paper marketing materials to hand out at a trade show, those things will just end up in the trash!” Well, that’s true (although I do hope that most people put those items into the recycling bin!). But what’s also true is that the majority of people you hand a flashy flier to will actually look at those colors, words, and cleverly placed logo before they toss it in the trash.

In comparison, most emails don’t get opened unless you can come up with a really clever subject line. So, yes, your marketing materials might end up in the trash, but at least they will be seen – and maybe even understood – before hitting the trashcan. In a virtual world, nobody has to even look at an email you send – it’s much easier just to hit the delete button.

The Burnt Out Argument

Another fine argument for the use of paper marketing materials goes like this: people are tired of staring at a screen, and, frankly, most websites and other online materials are starting to look the same. A nicely done pamphlet or postcard that really stands out is a break from the screen, and that may mean a new client or two.

The Best of Both

Most companies will benefit from mixing print materials from virtual marketing strategies. If you’re going to meet with prospective clients in person, it’s nice to hand those people something. Sure, you can hand them a card with a website – or, even better, get a card from that person, so that you can follow-up after a show, but there’s still something to be said for the physical look and weight of a piece of paper.

The question should be: how much of your marketing budget do you want to spend on print? Or, how can you split up virtual marketing with print marketing percentage-wise? The answer to this is two-fold. First, make sure that you have a solid marketing strategy that incorporates both print and virtual marketing. Second, use companies like Vistaprint to print materials that look great, but won’t break your heart when you see those things in the trashcan.

Prepping for a Show

Deciding on paper or print or both is part of prepping for any show. The other major part is making sure that you have a great trade show booth to go with those tactics. At Blazer Exhibits, it’s our job to help you stand out by creating a personalized and customized trade show booth. We also offer services such as storing your trade show booth, detailing and cleaning, refurbishing and repairing, and shipping your booth to wherever you go – we can also set up and take down any booth, so all you have to do is think about how you’re going to sell like a pro!

In short, Blazer has all of your booth needs covered. Give us a call if you’re looking for a trade show booths, and we’ll make sure that your exhibit stands out. We can also offer you pricing over the phone, so that you know exactly how much of your marketing budget you can spend on your trade show booths.

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