Is Media ‘Fragmented’ or Is Something Else Going On?
Ask questions when exploring their needs: Is there a business reply card that is part of a product brochure? Can direct mail stimulate e-commerce activity? Does the client web site capture the proper information for sales leads or a follow-up mailing? Do trade show lead forms capture the right information for print and e-marketing follow-up? Can text of printed materials be available on a web site, or as a PDF, or have an e-marketing campaign built around them? Is there a consistency in the graphics and overall design that makes the communicator’s message appear consistent in the media they use? It’s easier to repurpose images and content of a job at the outset rather than later. There are obviously many more questions that can be asked depending on the client.
The extent to which printers can be proactive in media mix decisions, even for small clients, is actually up to the printer, and not the client; “proactive” means that you take the first step, not the client. Small clients may not even realize that they have a media mix or should have one, and that they should measure the results they get. Imagine that: printers helping customers measure effectiveness of what they do. Cultivating greater media savvy among clients who are not as wise to the media reflects positively on our industry.
The What Sticks data demonstrate is that media allocation without data to support looks like “black art” but is probably more like guessing. If 37% of advertising expenditures is wasted for the largest and best of marketers, one can only imagine how high the percentage might be for others. The decline in commercial print volume since 2000 is not just competition with other media, but a dissatisfaction with print. If people were satisfied with their results, they would not have been reallocating budgets the way that they did.