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Reach Out and Touch
Posted on February 25, 2011 at 12:41 pm
Recently we designed a new identity system (logo, letterhead, etc) for a client. As we discussed printing and paper specifications, I was shocked to hear their relief and excitement when I suggested they engrave their letterhead. They love the look and high-touch feel of their stationery, which is currently engraved. They figured, in this, the Digital Age, I would recommend they print from their laser printers to save time and money. No! Because most marketing communications are digital-email, e-alerts, e-newsletters and e-cards, fewer and fewer marketers reach out, literally, to touch someone. Thus, it is now even more important that when you take the time to actually write a letter (think about how infrequently you do), that the quality of that letter is special. My mailbox used to be filled with business correspondence. Now the only box that is filled is my email inbox. Believe me, when I do get mail these days, I notice the quality as well as the substance.
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Comment from Mahmoud El-Darwish March 1, 2011 at 2:56 pm
Interesting post Burkey.
As a die hard lover of paper but a hater of environmentally unsustainable methods and materials, I struggle with the print vs non-print dichotomy daily.
I back up my environmentally polluting failures with in-kind donations to an environmental group. This only goes part of the way to assuaging my feelings of guilt.
Take my comment with a grain of salt as I am a true radical (gave up FAX 15 years ago) but I concede that a hand written Easter greeting from you on your engraved stationary would be nice– so my snail mail address is awaiting your approval :)