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Heidi Tolliver-Walker

Heidi Tolliver-Walker Heidi is an industry analyst specializing in digital, one-to-one, personalized URL, and Web-to-print applications. Her Marketer’s Primer Series, availalbe through Digital Printing Reports, includes “Digital Printing: Transforming Business and Marketing Models,” 1:1 (Personalized) Printing: Boosting Profits Through Relevance,” “Personalized URLs: Beyond the Hype,” and “Web-to-Print: Transforming Document Management and Marketing.”

Recent Commentary & Analysis from Heidi Tolliver-Walker

Displaying 1-24 of 137 articles

Consumers Are More Willing to Share Data than Ever...Under Certain Conditions 

Published January 16, 2019

As you help your customers gather data to improve their targeted marketing, the good news is that consumers are more willing than ever to share it. But it’s not a given. As a recent study reminds us, trust and transparency are key to getting them to open the vault.

 

Inkit Changes the Way Clients Do Direct Mail

Published January 9, 2019

This Minneapolis-based startup is changing the way retailers and others are thinking about direct mail. No batches. No minimums. Just programmatic direct mail generated by a trigger determined by the customer that puts the mailer into the queue in real time.

 

What’s the Top Use for AR/VR for Marketers?

Published December 21, 2018

Augmented reality (AR) and virtual reality (VR) are changing the way consumers interact with brands. But much of this technology is operating in the background. What is the current status of awareness and adoption of AR/VR and what does it mean for marketers?  A survey from GlobalWebIndex provides some insight.

 

Want Higher Profits? Hire More Women

Published December 20, 2018

Research consistently shows that companies with gender-diverse leadership teams have significantly higher profits than those that don’t. The reason? Different approaches to hiring, problem-solving, and relationship-building, all of which have positive benefits on the bottom line.

 

Lessons from a Well-Intentioned Personalized Mailer

Published December 11, 2018

A look at a well-intentioned personalized mailing that illustrates why it’s so important to get these communications right. Not just so the client gets the best return on investment, but to preserve your own relationship with the client. Poor personalization = poor results, and poor results = disengaged clients. Nobody wants that.

 

Data: Wide-Format Still Front and Center

Published December 5, 2018

Wide-format is here with a vengeance. One webinar provided a great summary of data on the growth and opportunities in wide-format graphics.

 

Results Metrics: Why You Gotta Dig

Published November 28, 2018

When we look at case studies, we immediately scan to the bottom of the page to see what the metrics are. One case study from IMS Direct illustrates why it’s important to look deeper into the numbers to find the real story.

 

From Hybrid Workflow to i300 White Paper Factory: Some Numbers

Published November 21, 2018

Thanks to some internal numbers from United Mail, we get a look inside the cost savings and QC improvements of switching from a hybrid to a Canon Solutions America VarioPrint i300 workflow.

 

Consumers Love Packaging More Than Ever

Published November 13, 2018

As if you needed one more reason to add packaging to your product mix! A new study from WestRock, a leading provider of differentiated paper and packaging solutions, shows that consumers are loving packaging more than ever. The study, “2018 Packaging Matters,” outlines the key factors that influence consumer decisions.

 

New Services: Are You Ready for the Domino Effect?

Published November 8, 2018

As you tease out the last bits of efficiency and productivity from your operations, the primary way to continue to grow your business is to add new services. The question is, which ones? How do you make smart decisions about what is best for your business? Sometimes the considerations go deeper than you might think.

 

T.J. Maxx Changes Its “Go Paperless” Messaging

Published October 31, 2018

Two Sides has reported that brands are moving away from “Go Paperless—Go Green” messaging because of negative publicity around greenwashing. As consumers start to recognize these ads as dishonest and really intended to save companies money, brands are switching from environmental messaging to convenience messaging instead. T.J. Maxx is one of them.

 

Survey Looks at Digital Print Across the Buyer Journey

Published October 23, 2018

This survey by NAPCO Research and commissioned by the Specialty Graphic Imaging Association (SGIA) included something rarely seen in digital printing surveys: a look at the use of digital printing across the entire buyer’s journey.  It’s good news. Retailers are embracing digital printing for more than just direct mail.

 

Want a New Data Point? Try the Weather!

Published October 18, 2018

As marketers scramble to increase the depth of their knowledge about every aspect of their customers’ habits, preferences, and patterns, there may be a simple data point that is getting overlooked—the weather. Weather has a direct effect on the sales of 30% of all products and services and is the second biggest influence on consumer behavior. Are your customers taking advantage?

 

Personalized Mapping Works...but Why?

Published October 10, 2018

There are a lot of ways to personalize a document. What if something as simple as location could nearly double response rates? It can. By personalizing maps based on this single data point, response rates can be outstanding. The question is why?

 

When Mail Disappears (and Gets Found Again)

Published October 3, 2018

Thinking about adding mail tracking to your roster of services? It takes extra cost and effort, so how would you pitch the value to your clients? Case studies from Pitney Bowes show that mail tracking can benefit more than just high-volume mailers looking to tweak in-home delivery dates. It can solve problems and save your clients from major marketing disasters.

 

It’s Working! Anti-Greenwashing Education Is Making a Difference

Published September 18, 2018

It’s working! Our industry’s campaign against the false claims of greenwashing is having an impact. Consumers are starting to see claims like “Go Paperless! Go Green!” as false and misleading, and marketers are changing their tactics.

 

"Burning Down the House"...and What You Might Learn

Published September 12, 2018

What would happen if you took the time to imagine what your shop might look like if you could start from scratch? If there were no financial or legacy constraints? What might you do differently from what you have now? What might you learn from walking through that exercise? 

 

Want to Keep Your Presses Busy? Market to Employees!

Published September 6, 2018

Marketing efforts are generally directed at customers and prospects, but there is another target audience that needs your clients’ attention, too—their employees. This is an area of growing attention that your presses will thank you for.

 

When Personalized Ads Aren’t Personal

Published August 29, 2018

Digital marketing claims to have the corner on truly personalized experiences, but does it really? How can print compete? Accuracy. 

 

Do We Need to Be Careful About How We Discuss the Environmental Benefits of Flexible Packaging?

Published August 21, 2018

When it comes to the environmental benefits of flexible packaging, the laundry list is long. On the surface, flexible packaging offers a vast number of benefits over other forms of packaging. The challenge to these comparisons, however, is that flexible packaging isn’t doing a one-to-one replacement. How does this impact the accuracy of the discussion?

 

They’re Coming: Are You Ready for Psychographics?

Published August 15, 2018

Just when printers and MSPs are becoming more comfortable with more detailed demographic targeting, the use of psychographic targeting is growing. Are you ready?

 

How Printing Industry CX Is Like Eating at Panera’s

Published August 6, 2018

Improving customer experience (CX) is becoming an increasingly important part of any company’s marketing plan. That goes as much for the printing industry as it does for everyone else. So are you a Panera? Or [the other guy]?

 

Case Studies for Inspiring Direct Mail: Demand Generation Well Done

Published August 2, 2018

A look at one of the demand-generation efforts from the United States Post Office. The effort uses variety and specificity to communicate a broader message that transcends market vertical.

 

Is Informed Delivery Changing Consumer Behavior?

Published July 31, 2018

As the number of USPS Informed Delivery accounts continues to grow, will it change the way marketers design their mail? Will it change consumers’ behavior and how they interact with the mail? I know that it has already changed mine.

 

When Color Memory Fails, Do Brand Standards Matter?

Published July 18, 2018

We are in a color-obsessed industry. Brand colors, in particular, are critical. When it comes to specific shades of color, however, studies show that consumers’ color memories are really poor. Considering this, along with the inability to maintain brand color standards in a digital world, where does the value in maintaining brand standards really lie?

 

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