Printing Industry Commentary & Analysis

Augmented Reality…It’s More than Hype!

Published December 3, 2009

As we look back at 2009, a technology milestone for the printing industry, marketing communications, education, and the media world may be the rise of augmented reality. Augmented reality (AR) is a field of computer science that involves combining the physical world with an interactive, three-dimensional virtual world.

Print Service Providers: Making the Connection

Published November 19, 2009

In today’s economy, print service providers face the same challenges as any other marketers. They must be creative and challenge themselves to push beyond the boundaries of their minds—they must think outside the box for innovative ways of reaching customers and prospects. This requires an effective communications strategy that builds awareness while educating prospects and clients about the capabilities you offer.

Talking to the CMO… A New Language in 2010

Published November 5, 2009

Today’s marketers are operating under a new set of rules. They must respond to a range of new challenges related to new media, changes in consumer behavior, a difficult market environment, and global expansion. With the rules changing, businesses are seeking new ways to market to, communicate with, and reach consumers. The implications of the fundamental shifts in consumer behavior are having a profound impact on marketing organizations and how they are spending their budgets.

Smart Public Relations Drives Business!

Published October 29, 2009

When a satisfied customer tells a friend or business acquaintance about your products and services, you have an immediate “in” with those prospects. The same is true when a publication prints a story about how your business communications services have delivered a return on a customer’s marketing investment or reduced a client’s costs through improved supply chain management. The major difference between the two is that the readership of the publication is likely in the thousands or hundreds of thousands, and this number is hard to achieve through word of mouth.

Mobile-to-Print: It’s Time for Print Service Providers to Figure it Out!

Published October 15, 2009

Mobile devices are the one electronic device that most of us carry at all times. These devices are with their owners for more hours of the day than personal computers, TV sets, magazines, or radios. A recent Synovate survey provided clear evidence of how much people depend on their phones. Three-quarters of total survey respondents—including 82% of Americans—never leave home without their phones, and 36% of people around the world (42% of Americans) go as far as to say that they can’t live without their cell phone.

It’s A Perfect Storm for Marketing Services…and the Boat is Rocking!

Published October 8, 2009

For the past 3-4 years, I have talked about the emergence of the Marketing Service Provider (MSP). This year, the market will see the convergence of three realities that have been building in strength over the past decade. First, today’s consumers are “always on”—they enjoy more connectivity and control than ever before. Second, the media environment has become more complex than any marketer could have imagined a mere 10 years ago. Third, these economic times have created an intense demand to demonstrate ROI. All three of these factors create a perfect storm for MSPs… and the boat is rocking!

Strategic Business Networking: The Key to Survival in a Challenging Economy

Published October 1, 2009

NETWORKING is the single most powerful marketing tactic that can be used to accelerate and sustain success for any individual or organization. Networking is about making connections and building enduring, mutually beneficial relationships. Effective business networking is the linking together of individuals who, through trust and relationship-building, become walking, talking advertisements for one another. Nielsen's Global Online Consumer Survey found that a recommendation was the most important form of advertising. In fact, 90% of the 25,000 consumers surveyed reported that they trusted recommendations from people that they knew. Networking is designed to create “fans” and “friends” that would recommend you to others.

Augmented Reality: A New Reality for Print

Published September 24, 2009

Augmented Reality (AR) is a field of computer science that involves combining the physical world with an interactive, three-dimensional virtual world. This may be a new term to some of you, but augmented reality makes print the ultimate in interactive media. It is perhaps the coolest use of paper I’ve seen in my lifetime, linking print with the technology that most people have on their desks. This might sound like science fiction, but augmented reality is here today.

PRINT 09: People with a Purpose

Published September 17, 2009

Like many of you who are reading this column, I just returned home from PRINT 09. While there was discussion about less traffic and participation on the show floor, my perspective is that people came to this year’s PRINT 09 event with a purpose. Justifying attendance in a difficult economy is challenging. I interviewed several individuals that participated in this year’s show. Unlike past years, these individuals came to the show with very explicit objectives.

PRINT 09: What Tomorrow Brings

Published September 10, 2009

Tomorrow, PRINT 09 opens its doors at Chicago’s McCormick Place. An estimated 650 exhibitors and over 100,000 printers, publishers, typographers, converters, bindery and finishing specialists, prepress managers, desktop and electronic publishers, service bureaus, graphic designers, art directors, advertising professionals, publication designers, catalogue designers, and direct mail specialists are expected to come through the doors between September 11 and September 16. In an industry that is facing tremendous economic uncertainty, attendees are coming to PRINT 09 for more than participation in a tradeshow. They are seeking to discover what tomorrow will really bring.

A Focused Approach… It’s Essential to Growth!

Published August 27, 2009

In today’s challenging economy, a laser focus on the right target market is critical to success. These days, it takes more than leading-edge print and software technologies, products, or competitive prices to be successful. Companies need a focused business-to business-marketing strategy—a way to identify, segment, quantify, locate, and target their most important business-to-business customers and marketing prospects to reach their present and future goals.

Is the Down Economy Fueling a Document Outsourcing Boon?

Published August 20, 2009

Books On Demand: The Book Publisher’s Dilemma, The Printer’s Dilemma and Opportunity

Published August 13, 2009

Not long ago, futurists believed that we would all be reading our books electronically by now—either on a computer screen or on a handheld electronic book. While I have yet to invest in a Kindle, quite a few of my favorite books are available in one electronic form or another. Even today, though, the reality is that I would rather curl up with the processed corpse of a tree than look at one more display screen.

It’s About the Conversation… Not the Campaign

Published August 6, 2009

Over the past five years, my columns have espoused the value of variable data and integrated campaign management. While I continue to be a firm believer in relevant messaging and cross-media communications, I am quickly learning that in today’s wired and social media world, the market has taken yet another turn. Marketers are focusing on the importance of social media, and they will start seeking partners that go beyond integrated marketing campaign management. These marketers are hoping to tap into the conversations that are taking place via social networks as they move from a monologue to a true dialogue with customers. As we move into 2010, the rise of social media will require solutions providers to deliver and support a new concept: Integrated multi-channel conversation management™.

Digital Packaging… The Time Has Come

Published July 23, 2009

Digital press technology for packaging printing and graphics has been around for more than a decade, but momentum is currently building behind end-user investments and hardware developments by technology providers. In today’s market, it is clear that digital package printing represents a recession-proof and profitable market opportunity. With today’s available technologies, the emergence of inkjet, and the needs of brand owners, short run digital technology is truly poised to take off.

Multi-Channel Marketing… It’s Time to Follow the Money!

Published July 16, 2009

Go Vertical… It May Be Your Competitive Differentiator!

Published July 2, 2009

Talking to the CMO: 2009 Is a Whole New (Media) World

Published June 24, 2009

Building a Strategic Marketing Plan in Today’s Economy

Published June 18, 2009

Barb Pellow of InfoTrends talks about the value of Transpromo to Printers

Published June 8, 2009

Print Service Providers…You can Be Social (Media) Too!

Published June 4, 2009

Print is NOT Dead – It is Interactive!!!

Published May 28, 2009

TransPromo… The Key to Touchpoint Optimization

Published May 21, 2009

Digital Packaging… A Recession-Proof Market Opportunity

Published May 7, 2009

It’s Time for a True Sense of Urgency!

Published April 30, 2009

A Picture is Worth a Thousand Words… And It’s Profitable!

Published April 16, 2009

Small and Medium-Sized Businesses… The Pot of Gold at the End of the Recession Rainbow

Published April 9, 2009

Recession Realities: The Year for Digital Efficiency and Effectiveness

Published April 2, 2009

From Monologue to Dialogue… Driving Marketing

Published March 19, 2009

"Look Around" at the Point-of-Purchase Opportunity!

Published March 12, 2009

In-Plants Making the Digital Transition

Published March 5, 2009

Getting into the Multi-Channel Marketing Game

Published February 26, 2009

Multi-Channel Communications: It’s Time to Focus on the Opportunity

Published February 12, 2009

Perspectives from the Marketing Executive: Doing More with Less

Published February 5, 2009

ViaTech: Managing the Print Supply Chain to Support Customers in a Recession

Published January 29, 2009

Customized Communications: Don’t Commoditize, Price Based on Value Delivered!

Published January 15, 2009

Building Your Own “Self University”

Published November 19, 2008

Graph Expo 2008: It’s All About Efficiency!

Published October 28, 2008

Surviving in a Difficult Economy

Published October 15, 2008

TransPromo: Relevant Customer Touchpoints

Published August 27, 2008

TransPromo… It’s NOT Just a Fortune 1000 Solution!

Published August 6, 2008

Direct Mail: The Facts, The Value

Published July 16, 2008

It’s All In the Data

Published June 25, 2008

The Software drupa

Published June 18, 2008

Location-Intelligent TransPromo… An Idea Whose Time Has Come!

Published May 21, 2008

From Consultative Selling to Business Acumen: Being Competitive in Today’s Economy

Published May 14, 2008

It’s Time to Take the Customer’s Temperature—What’s Your Net Promoter Score?

Published April 16, 2008

Mimeo—Expanding Its Marketplace

Published April 2, 2008

Multi-Channel Marketing: XMPie Users “Silence the Naysayers”!

Published March 27, 2008

Web-to-Print…A Misnomer

Published February 27, 2008

Talking to the CMO… 2008 Style

Published February 13, 2008

TransPromo… It's for Real! - Two Success Scenarios

Published December 12, 2007

Marketing Services: Are You Up to the Challenge?

Published November 28, 2007

Success in Graphic Communications: Building a Lifelong Learning Organization

Published November 7, 2007

B2B: It's Multi-Touch Direct Marketing

Published October 17, 2007

Web-Enabled Print Services: Technology Changes Everything!

Published October 3, 2007

GE07: Graph Expo - E-enabling Everything!

Published September 20, 2007

Trans Meets Promo at Graph Expo

Published September 12, 2007

GE07: Graph Expo 2007: A Perfect Storm for Today’s and Tomorrow’s MSP!

Published August 30, 2007

Meeting the Media Selection Challenge: TransPromo is the Answer

Published August 20, 2007

Traditional media spending has declined since 2004, but Internet spending continues to rise with no end in sight. With new technologies emerging, media trendsetters have fallen behind the curve of cultural change. With technology driving such rapid change, it is no wonder that marketing communications have not kept pace.

Articles by Barb Pellow