Promotional marketing is at a cross-roads. More than a few people have argued that the digital age has made physical marketing products seem outdated and not worth using. However, they are forgetting one very important fact. People like getting “stuff” – and that’s not going to change. What needs to change is the nature of this “stuff.”
So, how do we make that which is old-fashioned, new? First, we need to determine why traditional marketing is getting a bad rap.
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Myth # 1: It is unnecessary because all marketing can be done digitally.
Fact: While we might think that the entire world has gone digital, the truth is that not everyone has embraced the latest technology. Yes, there are people who do not have Facebook, Twitter, or even an email account that gets checked regularly. Ignoring an entire population of people is not a good marketing plan.
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Myth # 2: Promotional products are just clutter and are likely to get thrown away.
Fact: Although it is true that many attempts at advertising are seen as “junk,” this is not the case if you provide something of value. Make sure what you send to customers is useful in their everyday lives. Calendars and notepads are a great place to start if you aren’t sure what your audience likes. Sports schedules help you target a passionate fan base. The important thing to remember is: useful items won’t end up in the trash.
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Myth # 3: Traditional marketing looks dated and are too busy.
Fact: This statement can be true -- if you let it. Even digital marketing can look dated, and it’s all too easy to create busy designs in any media. We’ve all seen websites and ads that look like they were created two decades ago. In fact, digital advertising changes at a much faster pace, so it’s more likely that digital marketing will look dated. Traditional marketing can easily be transformed with modern design and a new outlook.
How do you get a new outlook? It’s easy. Borrow ideas from other advertising avenues that still work well. Specifically, let’s take a look at billboards.
Billboards are still highly effective, even though they have been around for a long time. What is it that makes them so appealing?
- The message is brief. Customers don’t have time to read lines and lines of information. A billboard gives them only the basics.
- There’s a clear call to action. Billboards tell the audience what you want them to do. For example: “Call me for a quote.” People respond to action-oriented ads.
- They’re attractive. Billboards usually have a crisp background that’s aesthetically pleasing. Your ad has to be both noticeable and memorable to be effective.
Now that you know how to make your marketing more appealing, it’s time to put the plan into action. Get rid of the notion that marketing materials have to look like a business card. Turn your informational space into an advertising space. Take a cue from the billboard industry and adopt the “less is more” mantra.
Here are a few tips to help you renew your marketing image:
- Choose a background that is interesting without being busy.
- Use a photo that looks professional and modern.
- Make sure your name is prominent – try using different fonts and colors with your first and last names for an added pop.
- Add a slogan or a clear call to action.
- Finally, only list your most important contact methods. One phone number and an email address or website will probably be sufficient. If you must list several numbers, try to de-emphasize the less important ones with smaller text.
Can you think of other ways to give your marketing products new life? Feel free to share them in the comments section below.
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