Print: The Elephant in the (Waiting) Room
Every printed material had a function: a sales or service purpose, plus items for customer comfort (like drinking coffee and reading) or something that was transactional or educational.
The most impressive materials were these two:
- The signs on the walls outlining all of their services. Sitting there for about an hour means you’re a captive audience—so why not remind everyone in that waiting room of all you can do?
- That Post-it note with a QR code. I give them thumbs up for that. Really smart.
So I tip my hat to Direct Tire in Watertown, MA. They treat customers right, and they’re a perfect example of the value of print. They killed me with kindness and a wide range of printed content.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com