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

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

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

Print’s advantage to other media is the feel of the paper (or shall we say “media”, given the wide range of materials that can be printed on), the visual impact of expanded color gamut (using specialized inks and separation techniques), and the permanence of it (compared to electronic, which seems to be fleeting at best). We all have the pesky filing cabinets that we keep material in that we want to save for the future. By using specialty processes and materials, print can provide an experience to the recipient that no other media can provide.

While reviewing the holiday cards that we received during the holidays, the ones that used these specialized techniques were the more impactful and memorable. (BTW…over 58% of them were more that 4/C printing) We got a lot of email greetings, but very few were special in any way and were remembered even less at the end of the season. The printed holiday cards were openly displayed for all to see throughout the holidays. How many emails can you say that you did that with? NONE!

We know that holiday cards are a special print breed unto themselves, but you cannot disregard the impact that they had on you when you opened them. We expect to see an increased use of these specialized techniques with marketing collateral in the future. When the goal is to stand out from the crowd and get noticed, why wouldn’t you? Especially if you are promoting a high end product. One extra sale can easily provide the ROI that you must get from your marketing efforts.

Bottom line…Print will increasingly use specialized finishing and media to increase its impact on the recipient. It only makes sense…Use print in ways that other media cannot replicate. Integrating high value print with your electronic marketing efforts will give you the advantage that you need to grow into the future. Remember, it is a multi-media world and all media has its place!

Best of Days to You,

Audrey Ferrante