Kill the Message, not the Messenger!
I attended a Direct Marketing Associaton event last week that addressed the new era of Website development; many names have been used to describe the new era, too many to mention. The event reminded me that the last three Web marketing awards notices I received had been delivered with a print component. Why? Think about it; the answer is simple—print, when delivered with the correct content, does work and it helps deliver the target audience that you need most.
Back in the day, there was a magazine that ran the same back cover ad on nearly every issue. It showed a bald guy looking perplexed, while a holding a hair dryer. The guy’s look said it all, Why me? The ad was for a firm that provided the proper demographic research for your needs.
Branded content was king even in the pre-digital world, so what has changed? Proper use of branded content requires developing a valid integrated message map. Solving this ongoing problem has little to do with the method of delivery; it has to do with the message.
What does all this have to do with printing, printers and print? Many printers talk in their own language, a language that is not understood by the people they need most—sales prospects. What printers need to think about is how to develop a message that is branded to their potential customers (perhaps via multiple messages) and to use MCM and the power of media convergence to bring the message home. Think not what your equipment can do for you, but how you can help your customer. Simple yes, but being followed? I would say not.
Remember, if media convergence is a combination of computing power, content and communications, then the message is critical to support the content aspect of formula. Content has been king in the past and the role of content has not decreased. Rather, it has exponentially increased.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.