Just as homes accumulate clutter requiring periodic purging and updating, marketing libraries need decluttering and refreshing, too.
Design trends change. Markets change. Customer priorities evolve. As a result, that brochure from two years ago can start to look outdated pretty quickly. That postcard with the now-discontinued product in the background undermines credibility. Copy reflecting customer priorities from last year no longer resonates today.
What should you do? Identify what still works, eliminate what doesn't, and refresh what deserves updating.
How Easy Is It to Refresh Print Marketing Content?
Many businesses delay updating materials, assuming they require massive time and budget investments. That’s not always true, and refreshing print materials almost always costs significantly less than creating new ones from scratch.
Often, you don't need complete redesigns. Updating images, refining messaging, or incorporating fresh design elements can breathe new life into your existing print materials. AI can be used to update existing copy and create new versions targeted to different customer groups or market verticals.
Start with one of your highest impact channels: direct mail. Why? More than three-quarters (76%) of consumers trust direct mail more than digital channels when making purchase decisions; 49% view brands that send mail as more credible, and only 38% trust digital ads.
This trust advantage makes direct mail invaluable, but only when materials appear current and professional.
What Happens When Print Materials Look Outdated?
Just as updating your direct mail has a strong upside, not updating it has a strong downside. Stale designs damage credibility, suggesting your business hasn't evolved. Outdated imagery or messaging signals you're behind the curve. Conversely, beautifully designed, embellished mail communicates quality and professionalism, building consumer confidence.
Once you’ve started with your highest-impact channel, direct mail, follow with customer-facing sales materials (brochures, product sheets), trade show materials that customers handle directly, and welcome kits that create first impressions with new customers.
Recent data shows refreshed, quality print marketing delivers 161% ROI and 4-9% response rates (versus 0.12% for email).
What Results Can Updated Print Marketing Deliver?
Don't let outdated materials represent your brand. Let us help you audit existing materials, recommend cost-effective embellishments, and create campaigns that generate measurable results.
Ensure that your materials reflect current brand excellence. Contact us to refresh your marketing library and leverage print's trust advantage.
