Is Physical Marketing Still Worth It?

What is physical marketing?

Physical marketing, also known as traditional marketing, often involves print advertisements, direct mail, billboards, flyers, and other similar techniques. Although we live in a digital age, physical marketing can still play an essential role in a comprehensive marketing strategy, particularly for event promotion.

The benefits of physical marketing

There are numerous benefits to physical marketing. For one, it can help reach an audience that isn't as active online. Older demographics, for instance, may be more likely to respond to direct mail than social media advertising. Physical marketing can also help build credibility, as many consumers view companies that utilize traditional marketing methods as more trustworthy and established.

Furthermore, physical marketing materials like posters or flyers can often have a more significant impact as they engage more senses than digital marketing. For instance, the texture and quality of a brochure can leave a lasting impression that an email cannot.

Connecting the physical to the digital world

QR codes and NFC chips have transformed how we link the physical and digital worlds. Scanning a QR code or tapping an NFC chip can instantly direct a user to a website, offer, competition or event details, encouraging engagement with your brand.

For instance, a flyer could include a QR code that leads to a registration page with a discount code. This creates a sense of urgency and simplicity, increasing conversion chances. I recommend ME-QR for its tracking functionality and unlimited scans.

Similarly, NFC chips in posters can offer exclusive content, encouraging interaction and creating an immersive experience. These technologies not only digitise physical marketing but also track campaign success. Monitoring QR code or NFC chip usage provides insights into physical marketing effectiveness, allowing strategy adjustments.

Several companies are beginning to offer NFC poster creation services. You can easily find one in your region with a quick Google search.

Physical marketing drawbacks

Physical marketing does however have its drawbacks. It can be more expensive and time-consuming than digital marketing. Printing costs, postage fees, and the time it takes to distribute physical materials can quickly add up. Moreover, unlike digital marketing, it's challenging to track the success of a physical marketing campaign, making it hard to determine return on investment.

The decision to use physical marketing should largely depend on your target audience and the nature of the event. For example, if you're promoting a local fair or festival, distributing flyers around the community might be effective. However, if you're promoting a tech conference, digital marketing might be a better fit.

Conclusion

So, is physical marketing worth the cost? It depends. Physical marketing can be incredibly effective for certain audiences and events, but it's important to weigh the potential benefits against the costs and challenges. It's also crucial to consider how physical marketing fits into your overall marketing strategy. As with most things in marketing, a balanced approach that utilises a mix of different methods tends is often the most effective.