Brian Fuller's blog on the media, marketing and content creation

Marketing old-school

Posted on | January 12, 2010 | 1 Comment

Fujitsu's 2010 Calendar In All Its Glory

Fujitsu's 2010 Calendar In All Its Glory

Summary: In building marketing and communications campaigns, great companies don’t throw the baby out with the bathwater.

The great thing about immersing yourself in social media is that it’s a fantastic, real-time, global source for information especially pertaining to using social media for marketing purposes.

The bad thing is it functions as an echo chamber. Voices that might give balance to breathless conversations about the wonders of social media can’t contribute because they’re not there for the most part. Lacking any balanced perspective, we tend to think the wave we’re riding is all consuming.

That’s not the case. The audience is increasingly online but also where it’s always been: everywhere.

The Wall Street Journal reports today that companies that still employ (gasp!) snail mail marketing are enjoying success with some campaigns. One company that saved money by halting personally signed mailers saw a portion of its business drop off. One of its marketers

“…at first blamed the economy for the dropoff, until she ‘started hearing from customers that they never got their ‘reminder’ in the mail.'”

We spend an increasing amount of time in front of the computer, but there are other hours in the day too… hours when go out to fetch the mail, look at TV, drive past a billboard, walk (gasp) somewhere, listen to the radio. These are all marketing touch points that tend to get overlooked in the social media orgy.

I thought of this over the weekend when I got a surprise gift in the mail: A 2010 calendar from Fujitsu Microelectronics. Fujitsu gives these out to customers and media every year. They’re enormous calendars with stunning photographs of railways and trains from around the world. I always looked forward to getting one each year. Some years I would cut out the photograph from an older month and tack it up on my cubicle just to continue admiring the image.

The calendar represented a soft but consistent touch on Fujitsu’s part: “We’re here and we we appreciate beauty in the same way you do.” Fujitsu was never a huge media generator, and its products were never really sexy. But you never forgot they were selling components. Other factors go into this brand recognition of course; but sending out an old-school calendar by old-school mail with pictures of old-school transportation was an important one.

Firms Hold Fast to Snail Mail Marketing

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One Response to “Marketing old-school”

  1. Lou Covey
    January 13th, 2010 @ 9:19 am

    It’s like I keep saying, the internet and social media is not replacing other forms of media, it’s augmenting them, changing focus and, most importantly, opening up new avenues for communication.
    But it doesn’t mean it’s making communication cheaper, which is the real misunderstanding.

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