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Don’t miss the opportunity to integrate print and internet…It’s a winning combination

Much has been discussed about what is the right mix of media (or shall we call them channels?) when developing an integrated marketing strategy. There are lots of options, including print (both static and variable), email, search engine optimization (SEO), social media (Twitter, Facebook, LinkedIn, YouTube to name a few), billboards (both digital and static), TV, radio, magazines, and newspaper advertising that companies can use. Should we add sky writing to the mix? As you can see, our customers have a lot of choices and are many times confused on what is the right mix for them to use to meet their business objectives. With many declaring that “Print is dead!”, it makes you wonder should you even consider using print? The overwhelming answer from the market is YES!

Print is still a viable solution for many marketing requirements, but we all have to think differently when we consider using it. A workflow, or shall we say strategy, that many use today is based on a more database driven implementation for both the print and web components. You probably have heard about personalized urls (pURLs), but you may not have leveraged this technology yet. Just to recap, a pURl is a microsite that is connected to a database and allows for the web pages to be dynamically reconfigured based on what is in the database or how the responder interacts with the microsite. Therefore, many campaigns are using variable data print (VDP) that includes a pURL for the recipient to go to as a response mechanism.  The internet will provide the responder the “immediate” interaction that a printed product can’t provide. According to the DMA, over 30% of people respond to direct mail by going online. And I could argue that this number will increase as more people use an integrated marketing strategy.

Bottom line is that direct mail is still viable and becomes a stronger solution when integrated with the internet. Both are here to stay, we just need understand the best way to use them together and how  consumers ultimately want to get their information and interact with your company. The two provide more value when used together than each can when they are used by themselves. I leave you with this thought…”Integrated marketing strategies are the ONLY strategies to use to grow your business opportunities!” To use any media as a standalone solution is short sighted and will limit your opportunities. It all becomes very simple when you start thinking like this. So, go forth, integrate and grow!

Best of Days to You,

Audrey Ferrante

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Posted in Communications, Integrated Marketing, Internet, Print | 41 Comments »

How will Print be used in the Future (Now?)

It has been interesting watching the shift that is going on in society (yes, it is a society level change, not just affecting the print industry) with how people perceive and use printed material. Companies are reducing the inventory (run length) of their printed marketing collateral, shifting their marketing efforts to more of an internet focus, and using more personalized print that is much more targeted than in the past. More and more catalogue companies are reducing, if not eliminating – like Penneys and Sears have – their page count and using the printed product to push the consumer to their web site for transactions. Then add social media marketing efforts into the mix, and you have reason believe that print is not long for this world? NO…NO…A thousand times NO! It’s just going to be used differently than in the past and that is ok and it is the right thing to do.

What print has to offer, that other media don’t, is the tactile sensation of the feel of the paper and specialized finishing techniques, the expanded color gamut with the use of special inks and color separation technologies, and the permanence of the media. People use print to show the value of their relationship to the recipient. Print and mailing cost more than sending an email to someone (if they get it through their firewall and/or spam filter!), therefore it must be more valuable…right? The perception in the market is an overwhelming YES! BUT….there is always a “but”….you have to ensure that the media is delivering a relevant message to the consumer. If the message has no connection or meaning to the consumer, then you might as well send an email.

The key is use print for what it is best for. Don’t waste your time and hard-earned money on a wasteful strategy such as “spray and pray”. That’s the old way and not the “smart” way of the future. We all need to be smarter on how and when we use the different media that are available to us today.

Best of Days to You,

Audrey Ferrante

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Posted in Print | 10 Comments »

Random thoughts about the changing Print (Communications?) world in 2009 and 2010

“The Times They Are a-Changin”…Was Bob Dylan thinking of the print industry in 2009, and moving forward into 2010, when he released this song in January 1964? Probably not, but it certainly seems to fit the situation! Here are a few of our thoughts on what happened and where print is going.

Mergers of vendors (or rumors of upcoming mergers…Heidelberg & ManRoland?) continue and will increase in frequency. Will the Big Three (Kodak, Fuji, Agfa) become the Big Two in 2010? Very possible…

Consolidation of the Print Service Providers (PSP) accelerates, but will provide a much needed cleansing of the market of both weak organizations and obsolete technologies.

Transitioning from a PSP to a Marketing Service Provider is harder than most thought, but many consider it critical for survival.

Shifting of marketing dollars to internet and electronic (Search Engine Optimization, Social Media, Email) is growing, at the expense of traditional print methods.

Newspapers and magazines struggling in their transition to internet business model. Less will be more in the future.

Public concerned about maintaining their privacy on the internet and becoming more reluctant to provide personal information on the internet. This will impact ability to provide relevant information to the consumer.

Print runs continue to drop, forcing PSPs to become more efficient and automated. If they don’t, they join the dinosaurs.

Web-to-Print (Web-to-Ondemand-Print?) is becoming the preferred workflow for customers and PSPs.

Commercial printing moving closer to a commodity due to increased access to web-to-print solutions from retail focused organizations (Vistaprint, 48hourprint.com, Mimeo.com, Fedex/Kinko, etc.)

Web-to-Print becoming “Web-to-Everything” within the PSP’s workflow, continuing to confirm that web-based workflows are boss and it’s more than print when planning a communications strategy.

Print sales professionals are struggling with the transition to “Solution Selling”. Many won’t make it, but a select few will become “Stars”, when they think of helping their customers instead of selling to them.

Training for print professionals is not as readily available as it should be (more interactive web based solutions on the way!). Have we lost our ability to train for print due to reduced resources available and expansion of hybrid (offset and digital) and cross media workflows?

Inkjet grows in popularity as an imaging technology…thinking it will take market share away from silkscreen, offset and toner-based solutions. There are still some quality and speed issues, but those are slowly being overcome.

Wide format inkjet solutions growth accelerating. Marketers are learning how to best use the wide range of media available.

Personalized URLs do not guarantee success of a marketing program. It is best integrated with print component and automated email responses and alerts.

Integrated marketing solutions (print, email, web, video, etc.) are becoming the norm. An ONLY print strategy has become obsolete.

Book publishers are struggling with transition to eBooks and digital rights management is becoming a bigger issue.

Libraries are seeing increased usage due to the economy. Used for both access to print material (books, magazines, etc.) and to the internet for those who don’t have access at home.

United States Postal Service (USPS) is struggling with pension funding and reduced volumes while trying to break even (maybe even make some $$$). Trend will continue without RADICAL change in structure and service offerings.

Lots to think about when looking back and learning from the past as we move into the future. “The Times They Are a-Changin” and opportunities are everywhere, if you are willing to change with them.

Best of Days to You,

Audrey Ferrante

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Posted in Print, Print On Demand, Wide Format Print | 34 Comments »

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