Comments on: Paper marketing materials: in or out?

By: Judy Jenner

Judy Jenner — Tue, 23 Jun 2009 06:41:57 +0000

Good question. In my experience, it is really a good idea to have paper marketing materials if you meet with potential customers in person. In terms of sending documents via snail mail, I only do so to people who have requested the info — either in paper or via e-mail — so the chances of the documents getting thrown away or deleted are somewhat lower (I don’t believe in cold calling or e-mailing or mailing; I think getting introduced is a better approach).

So no, I don’t think the materials are dead: you should have them and keep them handy, but you will most likely use them less than your electronic documents (PDFs, of course). I like Matthew’s idea about sending clients something that they can use, and we actually do that for existing clients. We’ve put together a little grammar and spelling book with funny examples and tips (in the style of Lynn Truss) that has been very well received.

By: Matthew Bennett

Matthew Bennett — Sat, 20 Jun 2009 21:30:59 +0000

I have a couple of thoughts on this subject this year, I even went quite a way down the road of drawing up a postcard type campaign; I still might give it a try but maybe there’s a better way.

I don’t know if any of you follow the internet marketing crowd and their ideas about the ‘freeline’ and information giveaway marketing.

I have done for a while and what if we were to send something physical to our clients which was actually useful to them as well as nicely presented, as opposed to just standard service information?

Something like word lists that they can keep as a reference, guides to managing their translation projects or some kind of newsletter with amusing or interesting translation anecdotes.

If you did this regularly, they might even come to look forward to receiving your mailing.

By: Andres Heuberger

Andres Heuberger — Fri, 19 Jun 2009 18:36:06 +0000

The very first direct-mail marketing campaign that we did at ForeignExchange was a print, real-mail campaign, using all of the supposed tricks of the trade: hand-addressed, real stamp, actual signature, and so on.

After spending a lot of time prepping, putting together, and sending out the campaign of about 1,500 pieces, we received exactly three responses.

Needless to say, it was the only print campaign we ever did. Since then, all of our efforts have been geared towards electronic marketing, from email campaigns to web content to e-brochures.

By: Tom Ellett

Tom Ellett — Fri, 19 Jun 2009 17:43:36 +0000

I think there’s something in the argument that most people will at least glance at a piece of paper, whereas an email is easily deleted unread. I know that I’m more likely to read a newsletter if it’s lying around on the breakfast table than if it pops up in my inbox while I’m busy with something else.