Informed Marketing … Not So Much!
Credit: Tiffany Fox
I have to laugh every time I read something that says print is dead. Likewise, I laugh when I accidentally answer the phone to discover I’m trapped on a call with someone selling “exactly the email list I need." The message is always the same. “Print is dead.” “Younger audiences prefer electronic communications,” and “marketers in the know use informed email marketing to sell their stuff.”
Is that so? Today I received more than 150 spam messages. There were more that got through deserving to be trash. A partial list is as follows:
- Oil Change Deals
- Social Work Education
- Ceiling Fan Deals
- 3 Year Loans
- Breast Augmentation
- Breast Reduction
- Climate Reality
- Patio Furniture Deals
- Depression
- Motor Home Sales
- Teaching Degree
- Reverse Mortgage
- Jewish Singles
- Timepieces
- Visit Costa Rica
- Swimwear
- Stop Smoking
- Cigar Deals
- Some message from Svetlana I would be afraid to open
- eHarmony
- African Safari Travel
- Bathroom Renovation
- Cremation Services
- Plus Size Bras
- Nursing Degree
- Medicare Help
Like I said, this represents a partial list. There were more than 150 messages in a single day.
Now compare that to my mailbox (USPS). There were six pieces of mail. The full list is as follows:
- A catalog from Land’s End. I ordered some boxers.
- An invitation to a retirement seminar. I don’t plan to go but I am the right demographic.
- A notice from my bank explaining a new service. I plan to check it out.
- A new business announcement from down the road. I’ll check it out Saturday.
- A power bill.
- A water bill.
Which has more clutter? My mailbox or my email box? Which path has the best shot at getting noticed? Which one has a better chance of making a sale?
Email is cheap. Consequently, it’s full of junk. Informed? Do we really think it sells more stuff than direct mail? I think not.
Print isn’t dead. It’s dominant. Say yes to the mailbox. Don’t apologize for being a printer. Boast it!
Sorry for the rant. I just wrapped up a call with a “marketing & SEO expert.” They have researched my business and studied my credentials. They have just the answer to “jump start my business.” They must have missed the part about me being a print guy.
- Categories:
- Business Management - Marketing/Sales
Bill Gillespie has been in the printing business for 49 years and has been in sales and marketing since 1978. He was formerly the COO of National Color Graphics, an internationally recognized commercial printer and EVP of Brown Industries, an international POP company. Bill has enjoyed business relationships with flagship brands including, but not limited to, Apple, Microsoft, Coca Cola, American Express, Nike, MGM, Home Depot, and Berkshire Hathaway. He is an expert in printing sales, having written more than $100,000,000 in personal business during his career. Currently, Bill consults with printing companies, equipment manufacturers, and software firms. He can be reached by email (bill@bill-gillespie.com) or by phone (770-757-5464).
