Page 160 - Visual Marketing

Chapter 3

POWER TO THE PRINT ITEM!
POSTERS, BROCHURES, POSTCARDS, AND LOGOS STILL
PACK A PUNCH IN THE INTERNET AGE

Some say print is dead, and we thought this section might be a bit smaller than the others. . . . Yet to our
surprise, we found that small businesses still consider print viable—and essential—even in the age of the
Internet. Print can make a bigger impression and last longer than online e-mails that are as easy to delete as
they are to deliver. Print and visual elements are a key component of a branding strategy for companies in a
wide range of industries. Myers Constructs, a residential renovation company, built their marketing campaign
around postcards of renovation images so beautiful that they become coveted objects people save until they
are ready for their own projects. Posters still rule in Fort Point, where thousands turn out for an art festival.
Even the online sensation, the TED conference, launches in India with a unique and powerful program . . .
in print. Whether it’s a business card (still the small-business person’s best outreach tool) or a leave-behind
card like the one used by Sickday, a contemporary medical service that makes house calls, print continues to
be part of the smart marketer’s arsenal of tools. The visual marketing projects highlighted in this chapter are
distinctive, are attractive, and, most of all, fit the message of the company, service, or product they promote.

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