It was 1904 when Gillette began marketing the safety razor. By the time the dough boys returned from WWI, the new technology was the standard for men's shaving. Slipping away was the golden age of the barber shop. A century later we can stare at a display full of razors with 3, 4, or 5 blades; none of which match the feeling of luxury a man gets from a shave at the barber shop. I think this is part of the reason we’ve seen a renaissance of the barber shop in recent years; sometimes, simple and luxurious beats complicated and mundane.
We’re living through a similar moment in the marketing world. Innovation is happening everyday as the Internet and social media change the way we think about promoting our businesses. At first, these new technologies pushed aside the old, print, and became the center of marketing plans. Now, smart marketers are leading a print renaissance. The new technology has done more than just introduce new platforms; it has also improved the existing ones. Printing is clearer, more colorful. On demand digital printing has opened up all new possibilities for what can be done in print marketing.
If you’ve abandoned print marketing, maybe it’s time to take a look at what’s new. Treat your business to a little luxury, it deserves it.
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