Don’t Give Up On Print

The Watershed arthouse cinema in Bristol has decided to stop producing promotional print and concentrate on emails and other digital media. This is a big mistake. A piece of print in the post gets 30 times the response achieved by an email. It’s true that email offers a much better return on investment on a most mailings because of the low cost but if you want to get the best out of people who are loyal to your organisation, you must give them some print.
I realise these are challenging times for marketers- mass media like newspaper and radio advertising no longer achieve a good return and bulk distribution of print is not much better. Twitter and Facebook are a useful part of the mix but I’d be interested to know if anyone has achieved significant sales from them. they seem to me to be much more suited for building the brand.

I think the best plan is to identify your best customers through purchase data and target them and people like them with print, emails and social media.

For help in making your print work, see my 10 Tips for writing effective letters

Author: Paul Lewis

After a short stint as a journalist, I have spent most of my working life in marketing and retailing. I love theatre and have been lucky enough to work in theatre marketing for many years. I provide small businesses and arts organisations with holistic marketing at an economic price through my company Seven Experience Ltd

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