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Should I print fewer brochures?
Q: "I've recently added credit–card processing to my Web site and am pointing more and more customers to it. As the online side of my business grows, should I consider saving money by printing fewer (or no) brochures?"
A: The temptation of low cost electronic communication is very tempting, but businesses are increasingly learning that you can't just do it one way. Many associations have made the decision to eliminate all printed newsletters and announcements only to see their membership and attendance fall.
As I am writing this answer, I am returning from a trip to Cancun. The hotel had a terrible internet connection and I was unable to connect for 4 days. When I went online this morning, I had 225 emails. And my system filters out everything! But, often enough, this same thing will happen to you and your potential customers. Why risk losing your message in such a deluge?
Besides that, if everyone is going electronic, did you ever stop to think that your brochure or mailing has a higher probability of being read? We still go to the mailbox, and we still read our mail. And we still look at an interesting, well–done brochures, announcements, and sales letters.
Having said all that, you can reduce your budget for print but never eliminate it. Any time two media are used to deliver a message, the better the response. And where electronic marketing costs almost nothing, why not go for the better return on your printed materials?
As I am writing this answer, I am returning from a trip to Cancun. The hotel had a terrible internet connection and I was unable to connect for 4 days. When I went online this morning, I had 225 emails. And my system filters out everything! But, often enough, this same thing will happen to you and your potential customers. Why risk losing your message in such a deluge?
Besides that, if everyone is going electronic, did you ever stop to think that your brochure or mailing has a higher probability of being read? We still go to the mailbox, and we still read our mail. And we still look at an interesting, well–done brochures, announcements, and sales letters.
Having said all that, you can reduce your budget for print but never eliminate it. Any time two media are used to deliver a message, the better the response. And where electronic marketing costs almost nothing, why not go for the better return on your printed materials?
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