Distinctive Publishing

Turning back the clock

A thriving North East business has welcomed the returning popularity of direct marketing involving printed material mailed direct to people’s homes.

Print & Mail Runner, which is based in Hexham, Northumberland, and specialises in managing print and direct mail marketing campaigns, says that more clients are focusing on producing high quality printed materials such as brochures and leaflets to complement their digital campaigns.

The company was established by experienced print and direct marketing expert Alastair Smith, who worked in the industry in increasingly senior positions for fourteen years before setting up his business.
He said: “Up until the advent of email, most direct marketing was printed in the form of  items that came through people’s doors. However, as email became more popular it fell out of favour.

“Companies thought it would be easier and cheaper to email material but we are seeing a return of printed material. People get so many emails these days that they appreciate receiving something that they can take away and read over a cup of coffee.

“The clock will not turn fully back, email will still be the main method used in direct marketing, but we are definitely seeing a growing sense that printed material is on its way back and will have its place in marketing campaigns.”
“It seems to me that reports of the death of direct mail are greatly exaggerated. You hear that it is dying form of marketing but what we’re seeing is that the more customers can integrate the different types of marketing they’re doing, the better the campaign is going to be.

“We’ve seen customers stop doing direct mail but having a lack of success and returning to it because it works. We recommend that marketers put postal and digital methods together to get the best value from their marketing spend.”
The company can be contacted at Office 1, 36 Gibson Fields, Hexham, Northumberland NE46 1AS Tel: 0191 580 2031 E-mail sales@pm-runner.co.uk The website is http://pm-runner.co.uk/