Log In | Become a Member | Contact Us


Market Intelligence for the Printing Industry

Connect on Twitter | Facebook | LinkedIn

Featured: Special Report: Printing Outlook 2019     Production Inkjet     Installations and Placements Tracker

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 150 articles

Four Millennials and One Gen Z Dish on QR Codes

Published April 17, 2019

I got four Millennials and one Gen Z in a room and peppered them with questions about QR Codes. Did they use them? Why or why not? If they didn’t, what was holding them back? What I discovered is that, in the mind of these generations, if it ain’t broke, why fix it?

 

It’s Not Just Birds That Migrate—Printers Do, Too

Published April 10, 2019

According to a new survey, printers are doing more than adding new products and services. They are migrating into fundamentally new lines of business...and doing it in large numbers.

 

Early Express Rocks with Direct Mail Retargeting

Published April 1, 2019

Direct mail retargeting used to be a new and untested technique. Today, an increasing number of PSPs are offering it, and the results are pouring in. Here are two terrific examples from Early Express.

 

Do You Practice This Art of Top Print Executives?

Published March 27, 2019

There is a trait that top executives of growing print companies share. It’s the art of being still and listening. Here are three examples of how top print executives do this in their own way...and why.

 

Forget Passalongs—What If Print Is “Shared” Instead?

Published March 20, 2019

Traditionally, when people share a printed piece they have received with others, we use the term “pass-along.” But what if we want to think about print in a more current context? What if we started using the term “shared” instead?” In other words, what if we started thinking about print the same way we think about digital channels?

 

Do You Know the Psychology of Discounts and Deals?

Published March 13, 2019

Part of being a marketing services provider is helping your clients with their marketing, and this goes beyond integrating marketing channels and improving databases. It includes selecting and tweaking the right offers, too. Studies on this topic provide fascinating insight into the psychology of discounts and deals.  

 

Is the Offer One of Your Database Variables?

Published March 6, 2019

To move the needle on direct mail responses, your customers may change up their copy, their images, or their list. But what about their offers? A new Bed Bath & Beyond mailer raises an interesting question.

 

When Did High-Speed Inkjet Become Just Another Capital Investment?

Published February 26, 2019

Looking at a series of case studies on high-speed inkjet, the takeaway is how unremarkable investing in this technology has become. The decision is no longer about the readiness of the technology itself. It’s about market pressures and cost-justification...just like any other capital investment. How times change!

 

Study: Marketers Focusing More on Acquisition Than Retention

Published February 20, 2019

A new study from Yieldify shows that, even though it costs more to acquire a new customer than to retain an existing one, marketers are more focused on customer acquisition than retention. What does this mean for you?

 

Let’s Hear a Round of Applause for TOMS!

Published February 13, 2019

TOMS has just given us more to love. Not only is the company an outstanding example of effective branding, but now its branding efforts are driving a new high-volume direct mail campaign.

 

Study: Environmental Issues Matter More Than Ever

Published February 6, 2019

Consumers care about environmental issues more than ever, and they are using their spending dollars to reward companies that share their values. A new study shows just how important this trend has become.

 

If Price Isn’t the Real Motivator, What Is?

Published January 31, 2019

According toForrester Research, price isn’t a dealbreaker for most customers. If price isn’t the deal breaker in a purchase decision, then what is? That’s where data comes in.

 

What Do Printing News and an Instagram Post Have in Common?

Published January 23, 2019

What do the content of Printing News and an Instagram post have in common? They are both “print worthy.” Read on to find out more.

 

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.

 

1  2 3 4 5 6 Last Next View All

 





Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2019 WhatTheyThink. All Rights Reserved