The way buyers communicate is changing, but one thing remains constant: people still appreciate being appreciated.
While there is no precise demographic breakdown, a reasonable estimate suggests that roughly 40% to 50% of top corporate CEOs are between the ages of 30 and 55, with the largest concentration falling between 55 and 65. Today's senior executives grew up long before email, social media, and smartphones became everyday tools.
According to the U.S. Bureau of Labor Statistics, the average age of purchasing and procurement professionals is in the mid-to-late 40s. Most purchasing managers and procurement officers are approximately 47 to 48 years old.
This generation of buyers represents an interesting bridge between two worlds. They adapted to technology rather than being born into it. They remember a workplace built around face-to-face interactions, handwritten notes, newspapers, magazines, catalogs, and direct mail. Although they are fully comfortable with digital communication, they also understand the value of more personal forms of contact.
Today's younger buyers, generally between 25 and 40, live in a predominantly digital world. They rely on text messages, email, social media platforms, and applications such as WhatsApp, Facebook Messenger, Instagram, and LinkedIn. Digital communication is fast, convenient, expected, and inexpensive.
For routine information, reminders, meeting requests, and updates, digital communication wins every time.
However, there are moments when digital communication simply doesn't have the impact it once did. An email is often read and deleted within seconds. A text message may be forgotten by the end of the day. Because of this, traditional forms of communication such as letters, postcards, note cards, and greeting cards have taken on a new level of significance.
Many younger adults now view handwritten communications as:
In fact, there is a growing retro trend among Millennials and Gen Z. Recent reports have found that many younger adults are rediscovering handwritten letters and postcards because they provide authenticity, emotional connection, and a welcome break from constant digital communication. Digital fatigue is frequently cited as a major reason.
My wife, who is “slightly older” than a Gen Xer, loves using Blue Mountain Arts electronic greeting cards for special occasions, despite owning a traditional greeting card company. They're fun, creative, and appropriate for personal relationships.
Corporate America is a different story.
Many, many corporations treat electronic greeting cards as potential security risks. E-cards have historically been used as delivery vehicles for phishing schemes and malware. As a result, corporate firewalls and email security systems may block or quarantine electronic greetings before they ever reach the intended recipient.
This creates an interesting opportunity.
Combine what we know about today's buyers, add the growing appreciation for authentic communication, and factor in corporate security concerns, and we may be witnessing a renewed opportunity for traditional greeting products.
Holiday cards. Thank-you cards. Congratulations cards. Birthday cards. Sympathy cards. New-job cards. Anniversary cards.
They all provide something digital communication often lacks: permanence and emotional impact.
The best way to introduce clients to products you sell is to use them yourself.
Take the time to send a handwritten thank-you note after an appointment, an order, a referral, or a meaningful conversation. You may be surprised by the response. In a world overflowing with emails and texts, a handwritten note stands out.
That's not old-fashioned.
That's smart marketing.
And, as the saying goes, it's practicing what you preach.
Joel D. Schaffer, MAS is CEO and Founder of Soundline, LLC, the pioneering supplier to the promotional products industry of audio products. Joel has 48 years of promotional product industry experience and proudly heralds “I was a distributor.” He has been on the advisory panel of the business and marketing department of St. John’s University in New York and is a frequent speaker at Rutgers Graduate School of Business. He is an industry Advocate and has appeared before the American Bankers Association, American Marketing Association, National Premium Sales Executives, American Booksellers Association and several other major groups. He has been a management consultant to organizations such as The College Board and helped many suppliers enter this industry. He is a frequent contributor to PPB and Counselor magazines. He has facilitated over 200 classes sharing his industry knowledge nationwide. He is known for his cutting humor and enthusiasm in presenting provocative and motivating programs. He is the only person to have received both the Marvin Spike Industry Lifetime Achievement Award (2002) and PPAI’s Distinguished Service Award (2011). He is a past director of PPAI and has chaired several PPAI committees and task forces. He is a past Chair of the SAAGNY Foundation, Past President of SAAGNY and a SAAGNY Hall of Fame member. He was cited by ASI as one of the 50 most influential people in the industry.