The Times, They Are a Changing – Dylan’s Lyrics 1964

Some may call me old fashioned, but I like traditional ways of communication and job aids. I still have a paper journal to keep track of my appointments, for example.

My email inbox is cluttered these days and I often don’t even think about emails much. Erasing and erasing happily, never to be seen again. Even the words free and special offer don’t hit the spot. But to come home from work and see pristine white envelopes or attractive colorful packaging on the mat and my attention is yours.

My colleagues and I are the same at work; With the deluge of email traffic, even for those dreaded invoices nowadays, when the “Postie” comes around, we’re all excited to see what’s in today’s post. If we see a brightly colored envelope or a chunky box, we just can’t wait to see what’s inside.

In fact, because the mail stack is smaller than it used to be; makes 2016 the best time to use print promotional direct mail alongside digital marketing. This makes me think that our clients and clients must also feel the same. Presentation is key to making the best impression, but an email has very little chance of doing that.

At Christmas and birthdays, dazzling packaging and bows draw attention and bring a smile, and direct mail ideas can have just as much impact. By creating a memorable experience and talking point with colleagues (just like in our office), you can make the best impression with a piece of physical print advertising.

The packaging is just as important as what’s inside, although care obviously needs to be taken when deciding what format of piece of mail you need. A saying of mine is “interaction equals reaction” and this is due to my own experiences. Whereas an email, a Facebook post, a tweet is here today and gone in seconds, a mini brochure or entertaining interactive piece picks itself up again and again.

Inspiration is needed for good communication in the business world, but relying solely on new avenues can be a big mistake. Embracing the world of digital is exciting, but I think a mini brochure or desktop novelty with a marketing message is even more effective today. Perceived as a gift and something that has been produced with thought, time, care and cost to the sender, it makes the recipient feel valued immediately.

Call me old-fashioned and I won’t be offended, but in my life I’ve seen a few fads come back. Direct mail and publishing interesting advertising products are definitely back in fashion as well, along with digital formats, of course the two complement each other and cater to everyone.