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Frank Romano Explains Why Print Cannot Die

Published on May 29, 2013

This week, Frank finds a personalized mailing from a local bank and uses it as a jumping off point in explaining why print as a marketing medium will prevail.

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Discussion

By Gregg Parnell on May 29, 2013

Interesting observation, and certainly print/mail is the only way to currently saturate a geographic area. However, as print, postage and personalization costs increase, why would you want to hit EVERYONE? That's a traditional push media mentality. Today's marketer would target the same message only to those interested in banking services, or those who had done recent searches for banks, etc and use social media to spread the word on their great services and get referrals for far less money and far better response rates than your expensive and wasteful mass-mailing. As you said in your message, even you almost threw it out. How many people do you think flocked to this bank because of a postcard?

 

By Neal Shrier on May 29, 2013

Why would you want to HIT EVERYONE? Simple, because brand awareness/recognition/familiarity/trust is not built by HITTING consumers just once. And, at least he looked at it. He just didn't hit delete (only if it made it pass his SPAM filter). The day when Coca-Cola, McDonalds, GM, Apple, and Google (which loves Direct Mail because it works) stop broadcasting their message is the day that you can say that Print/Mail is dead.

 

By James Kohler on Jun 03, 2013

It's not us older folks print has to worry about. It's the very young generation!! But, I have to agree with Frank in that Print and Paper is NOT dead!!

 

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