With everything under the sun going digital, what will become of printed marketing materials? Actually, printed promotional materials and signage date back to the dawn of mankind. (How else could that nomadic trader have found the local oasis?)
Somewhere along the journey of human development, one person had the epiphany to erect that very first sign. (I wonder what it said? Perhaps it was a message to check out those tempting apples!)
While digital marketing has its place, it doesn’t have that tactile experience so important to building business relationships. After all, the handshake has been around for centuries! Handing a business card to another person is relational. Sharing a colorful brochure with a client is relational.
While digital presentations are captivating, they lack the personal touch that may lead to a long-term relationship. While mobile phones and devices have their place in marketing, the rich exchange that arises from a person-to-person conversation is the mother lode of marketing.
Personal connections matter a great deal in business, and the proof of that is in the handshake. Handing someone a tablet to view your presentation is a good idea. But don’t leave out the act of handing that potential customer a colorful brochure, or an eye-catching business card. Printed marketing collateral continues to be the workhorse of small business marketing.