I get asked this question a lot with regards to awareness raising. And I mean a lot.
The truth is that it depends on your target audience and your objectives. I’ve gone through periods when it’s been quite refreshing to dust off traditional promotion and communication methods such as press advertising, direct mail, inserts, radio and printed banners. It’s can be great fun – and very fruitful.
I say now what I’ve always said – when planning a marketing communications campaign keep the customer in the front of your mind. Ask yourself what’s appropriate to your objective, and appropriate to the customer? What are they likely to respond to and where will they do this?
Combine the answer with an appropriate message through powerful imagery and great copy – and you’re onto a winner. And remember that digital and traditional methods don’t have to be exclusive. If you’re in doubt, why not talk to me about my marketing communications workshop?
