In the 21st century, it’s easy to forget print in your marketing campaign. When the world revolves around electronic devices, smartphones, I pads, and laptops, who needs print? That’s a good question. My answer might surprise you. I believe you and every business should use print in your marketing campaign let me explain why.

“The bottom line — even if your prospect has connected with you electronically, most people respond positively to something in their hand — something they can contextually “feel.” A brochure, pamphlet, or one-pager may connect with a prospect in ways other media can’t. Why not use every tool available to spotlight your products? A well-designed, informative print piece may mean the difference between adding a new client and losing the opportunity to serve them.” — Why Brochures are Still a Valid Marketing Tool.

3 Times to Use Print in Your Marketing Campaign

Conferences

I attended a social media conference where one of the main stage speakers shared his opinion that print collateral material was all but dead. During his Q & A, I asked the audience if they kept track of the conference’s breakout sessions electronically or used the printed brochure provided, nearly all of the more than 200 attendees held up there printed session’s brochure.

Sales Presentations

Regardless of how well practiced the salesperson is and how well equipped they are with PowerPoint, video, and social media. Consumers still appreciate something in their hands that they can take with them.

Sales sheets and brochures aren’t only for sales presentations, “Presenting to any group without marketing collateral is like going hunting without ammunition. Presentation folders, inserts, and brochures all add professionalism while appealing to a greater number of senses.  Whether it’s a sales demonstration, fundraiser, or any other presentation, print collateral embellishes the delivery.” — How to Use Print Collateral Materials.

Trade Shows

Have you visited a booth at a trade show, asked for a print brochure” and learned they had none? Was the reply to your inquiry was something like, “You can find us on Facebook and here’s our website!”?

While it’s okay to share social media accounts and websites, why not take advantage of every sense and print brochures as well? Besides, you can mention your social media and website in the brochure. Would it be better to put your contact and product information in prospects hands or hope visitors remember?

And there’s more to creating an effective brochure then creating something in a Word Doc. “Our design team makes creating collateral materials look easy. Believe me, it’s not. I’ve attempted to create brochures and attempt is exactly the right word. Not until I worked with a roomful of designers did I understand all the considerations required to make an effective brochure. There’s a lot more to it than knowing the date of an event and adding a photo to a sheet of paper.” — 7 Steps to Creating an Effective Brochure.

Don’t Overlook Print

There are many other times when print should be part of your marketing campaigns, such as open houses, special events, and employee engagement initiatives just to name a few. And consider this; a percentage of your target audience prefers print to any other way your marketing message could be delivered. It might be a small percentage, but even so, can you afford to overlook them?