Alison Redfern runs redlinecompany.com a marketing and graphic design company in Marbella with her business partner Line Lyster. Together they have over 20 years of marketing experience. www.redlinecompany.com
In today’s business environment there are more and more ways of reaching your target audience. More of your customers are on line, with emails, websites and social networking sites. This gives your business greater opportunity to reach mass audiences when advertising and promoting your company on line.
But does on line marketing get the right message across for your company? And how will people remember your company and refer back to it?
There is still a lot of importance to be placed on print media for companies who want to portray themselves as exclusive and expensive. How can you impress potential and existing customers with an on line banner compared to a luxuriously printed brochure with a smooth matt laminated cover, shiny UV varnished images, specially cut out shapes and onion-paper inserts?
People still like to be tactile – newspapers, magazines and even books are all available on line, but they are also still around and being purchased in their original print versions – they like the feel of something expensive as well as the more subtle and beautiful look, rather than the harsh glare of a computer screen. A printed brochure, flyer or business card can be kept to refer to at any time.
Sure, on line marketing has its place in any company’s advertising budget, as we said, a way to reach the masses, but this also comes with a more hit and miss result because it less targeted at a particular market. A well-designed brochure or direct mail postcard, printed on a high quality paper and with special effects and offered or delivered personally to the customer helps them sense your exclusivity and makes them feel important to be part of that. They then buy into the exclusivity by purchasing your product or service.
Remember, that while online marketing is fast and far-reaching, print media can give your company the look and feel of a ‘real’ product or service and should not be left out of your marketing mix.
About the authors:
Redline Company is a marketing company in Marbella, Spain specializing in doing what we call complete marketing - info@redlinecompany.com - www.redlinecompany.com
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