Bruce Allen at Marketing Catalyst posted with a question: Is Printed Collateral Dead?. I commented on that post today and it got me thinking about how best to deliver information given how people actually receive it today. Couple that with the observations of our company president regarding the same issue and we have kismet.
Let's see, there is printed material (brochures, newsletters), electronic material (website, pdfs), and audio material (CDs, podcasts).
You can check out Bruce's excellent post and my comments (along with a few others) to see my view on the subject of printed material vs. electronic material. What I want you to think about is the third method of delivering your marketing information ... audio.
I know everyone reading this blog knows what podcasting is but I don't see many professional services firms adopting it (don't look at Mercer Capital's website because we're not there yet either). However, when we think about the best ways to deliver information, we not only have to think about things like the marketing budget and the brand experience, we most importantly have to think about how people will actually use the information we provide.
If you or your firm have content to share, do it via audio. Mercer Capital has hundreds of articles on our website that pertain to how we do what we do and freely sharing this wealth of content has been a marketing advantage for us. We plan to take much of that content and turn it into audio. Why? Because that is how many people will best receive it today and in the future.
I don't know about you but I listen to CDs in my car and download presentations from the web to listen to when it's convenient for me. It makes it easier for me to use my time wisely and to at least stay on the learning curve (if not up the curve). I appreciate the information and appreciate the ability to choose how I will receive it. And I'm 43 years old. Many people much younger than I are already wedded to their IPod and expect information to be available via audio.
So don't just think print vs. electronic. Understand the changing demographics. Audio can be a powerful tool in your marketing arsenal. Use it.