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Which marketing channels: Traditional marketing materials

Should leaflets and flyers be part of your marketing strategy?
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Should leaflets and flyers be part of your marketing strategy?
Siobhan Stirling - Sharp Minds Communications for Capital Space by Siobhan Stirling - Sharp Minds Communications for Capital Space
Owner/Director - Sharp Minds Communications Ltd

In modern times, it can sometimes feels like everything we do is electronic. We live in the digital age, but going back to old-school marketing may be a solution for your business’s marketing strategy.

Traditional marketing materials usually refer to anything that is printed, whether that be leaflets business cards, or catalogues. Here are the positives and the negatives of incorporating their use into your business’s marketing strategy:

The positives

  • Aesthetics: Printed marketing materials such as leaflets and brochures allow you to showcase your business through visually appealing, tactile design. This is something that can really attract customers and delivers on a level that other marketing channels simply can’t touch; your Instagram story may be beautiful and totally convey your brand values, but it is behind the barrier of a phone screen.
  • Recall: Research has shown that printed marketing materials are more likely  to stick in somebody’s thoughts than the same materials sent digitally.
  • More long-lived: With digitally transmitted messages, consumers are likely to move on quickly after seeing the message. Printed materials can be taken away and read at a person’s leisure, as many times as they like.
  • High level of detail: Many marketing channels offer you limited space to get your message across to potential customers. Printed materials give flexibility to allow you to communicate your brand message in more detail or show off a range of products.
  • Credibility: Printed materials are often deemed more credible than their digital counterparts. Professional-looking, printed content has a sense of trustworthiness that online methods cannot compete with.

The negatives

  • Potentially expensive: If you want your business to come across as professional, it can be expensive to pay for printing of your material, and that’s without considering the costs involved with creating and designing the content. If you don’t want to pay for a professional to write and design your content for you, then it can be a lengthy, time-consuming process to do it yourself.
  • Less coverage: If you’re delivering leaflets or handing out flyers, you’re limited by the number of copies you have and the people passing by. Digital marketing on the other hand has the potential to reach a much wider audience without the costs involved with printing thousands of papers.
  • Environmental considerations: More and more companies are ‘going green’ and cutting back on paper in an effort to save the planet, so it’s important to consider that your company may lose reputation if you consider yourself a ‘green’ company but start using printed materials.

The digital age has brought with it whole new ways to build connections and market your business. But don’t rule out the old school methods; printed marketing materials may still be relevant to your business and it may be a good idea to consider utilising traditional marketing methods within your business growth strategy.

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