Like a kid in a candy store

Klara Kallis
Copywriter

The other morning, something special happened. Picking up the post I noticed a small envelope. Across its centre: my name, handwritten.

Ignoring furious pleas from my husband who couldn’t find his towel and was planting big soggy footprints on our stairs, I sat down to relish every tactile reading moment.

Did it matter that the content was less impactful than the gesture?

It didn’t to me. It was good enough.

And so I couldn’t help thinking, sitting on the tube between two kids texting each other, ‘there’s a time and a place for everything’.

In a digital age, there is still merit in the printed page.

The printed page encourages immersion in a single narrative. Even if you could view YouTube on the underground, you may feel aggrieved if your copy of the Metro was rudely snatched away from you.

A well-targeted piece of printed communication has a personal touch which is enhanced by its now-increasing rarity.

It’s all about choice. Having choices. And making the right one.

BT understand. And they play on it. They know they can’t get into the ring with their mobile competitors. No-one’s going to change the world – or even their social plans – from their landline. But they sure can have a relaxed conversation, bringing pleasure to their loved ones (And I’m not saying I like the ad, but I do like the thinking).

As for the laughing mobile providers, could they be losing out to instant messaging? Why chat when you can ‘chat’?

I love words. But I also love my Art Director… because information recall is increased by 40% with the help of visual aids. Add sound and you’ll reach even more people. Take video marketing. Everyone enjoys watching videos, whether they’re more a ‘You’ve been framed’ type or a ‘Jack Ass’ follower. What’s really fascinating though about video marketing is the ability to track exactly what someone clicked onto the very second they stopped watching your film. Clever stuff, but I still smile when my favourite ad comes on the telly.

Mail vs. email, blog vs. print, phone vs. chat, TV vs. video…

I feel like a 5 year old in a sweet shop.

No point arguing that ‘Print advertising is dead’ or that ‘Facebook is the future’. Why not just revel in the fact that we have an amazing array of avenues through which to reach our audience?