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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 54 articles

Do Printing Companies Really Need to Offer Marketing Services?

Published March 23, 2017

Do print buyers really want printers to offer marketing services? A recent survey of Print Buyers suggests they don’t. Now what?


Premium Content Show Me the Money! Study Shows Where the Spending Is

Published March 10, 2017

As the saying goes, if you want to know the truth, follow the money. That’s why Target Marketing takes a look at marketers’ spending trends every year. We can talk all we want about what we think is up and what’s down, but the reality shows up in the numbers.


How to Avoid the “Oops!” in Print Jobs

Published February 28, 2017

What makes for a great print job? Members of an industry discussion group share their insights, both from a client and printer perspective. What can What They Think members add to the discussion? Every now and then, a printing discussion explodes in the public sphere. When that happens, it’s too good not to share. Most recently, this occurred in the LinkedIn Print Production Professionals group. While the overwhelming majority of LinkedIn discussions get no comments and even the most active are lucky to get half a dozen, this discussion generated 66 comments in less than two weeks!


GenXers Are Taking Over Print: Now What?

Published February 24, 2017

Who knew that finishing was the primary determiner of print quality among print buyers? But this is the result of The Print Media Center’s “2017 Print Buyer Survey.” Now what?


Is Customer Experience Really More Important Than Sales?

Published February 23, 2017

Is customer experience really more important to marketers than sales? Multiple studies say yes.


Michigan Tech Study: 3D Printing Ready for Prime Time

Published February 21, 2017

Study on 3D printing concludes that 3D production is now ready for the mainstream and every home. How does this impact MSPs using or considering using 3D printing as a way to get customers in the door?


Another Great Reason to Use Direct Mail

Published February 10, 2017

How direct mail serves a need that digital channels cannot—alerting customers to products and categories they may not be searching for and, in fact, may not even know exist.


Is Data Part of Your Company Culture?

Published February 3, 2017

Is data-driven marketing a fundamental part of what drives your company? If not, your efforts in that area won’t be sustainable or optimally effective. Oracle recently published an article on that topic, and the WhatTheyThink staff has summarized key points as well as providing a link for the white paper download.


Which Wins the CTA Effectiveness Battle? Direct Mail or Email? Case Study Tells the Tale

Published February 1, 2017

Data Services Inc. has published a case study with the side-by-side results of a test on the effectiveness of CTAs use in direct mail and email in the same campaign. The big winner? Direct mail.


Pop Quiz: What Would Have Made This QR Code Use Better?

Published January 24, 2017

We take a look at a good use of QR Codes that could have been done better. Images are provided, along with a challenge for readers to see what they might have done differently.


Dimensional Mail and Influencer Marketing: 2017 Dynamic Duo

Published January 17, 2017

This post looks at the importance of influencer marketing and the role dimensional mailings can play in supporting it. Encourages MSPs to help their customers develop targeting techniques to help their customers get products into the hands of key influencers using dimensional mail.


What's Your Default?

Published October 12, 2010


More Reasons for Customers to Use 1:1 Print

Published September 16, 2010


Direct Mail Research: A Great Door Opener With Customers

Published September 9, 2010


How to Lose a Prospect in 30 Seconds

Published September 7, 2010


Are You Learning from Groupon?

Published August 21, 2010


Lessons in Customer Targeting from Triscuit

Published August 7, 2010


Premium Content VDP: Is the Message Finally Getting Through?

Published May 25, 2007


Premium Content Taking the Pulse of the Industry

Published March 16, 2007


Premium Content Are Creatives Having a Major VDP Attitude Change?

Published February 14, 2007


Premium Content Package Pricing versus Line-Item Invoicing: The Schizophrenia of VDP Pricing Persists

Published December 13, 2006


Premium Content Are Publishers Adjusting to the Online World’s Media Mix?

Published December 6, 2006


Premium Content What's the Real Deal on Offshoring, and Just How Scary Is It?

Published August 30, 2006


Premium Content Publishers’ Promotions Are Now Pointing Toward “E” As More Divert Their Sales Efforts from Print to Web

Published July 20, 2006


Premium Content It Had to Happen, and It Has: Creative Firms Declare That As A Sales Opportunity, Collateral Print Is No Longer King

Published June 29, 2006


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