Log In | Become a Member | Contact Us


Market Intelligence for the Printing Industry

Connect on Twitter | Facebook | LinkedIn

Featured:     SGIA EXPO     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 129 articles

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?

 

Does the Future of Print Start with Digital Marketing?

Published July 12, 2018

As the level of sophistication and effectiveness of digital marketing grows, and as the younger generation of marketers who natively understand and use these channels continues to overtake the traditional generation, is the future of print to understand digital marketing and fit into its world rather than the other way around?

 

Whose Job Is It to Create Demand for Print?

Published July 3, 2018

What do you think the role of the printing industry and printers, specifically, ought to be in demand generation for print? Do printers even have a responsibility to work together to generate demand for their own product?

 

Now THAT’s the Way to Get the Message Out!

Published June 26, 2018

A look at one printer’s effort to reach out to the design and marketing community to promote the value of direct mail—and not just any direct mail, but direct mail designed to drive website traffic. It’s a real eye-catcher and great inspiration.

 

Are You Sending Personalization that Isn’t Personal?

Published June 5, 2018

This morning, I received a personalized email that was anything but personal. While this was an email, the mistake could easily have ended up in print, and it offers object lessons for all of us. Before we send out anything data-driven, let’s make sure it reads as if it was written by a human being.

 

What Do These 5 “Mail Trends” Tell Us?

Published May 29, 2018

These five mail trends from DirectMail 2.0 raise interesting questions about how we are (or are not) proving the value of print and the opportunities that are lost when we don’t.

 

Kudos to Canon Solutions Americas on Great QR Code Implementation

Published May 25, 2018

Canon Solutions America’s use of QR Codes in a recent white paper is a great example of everything done right. This is a model of how to do QR Codes well.

 

Flies on the Wall: On Sale Now

Published May 16, 2018

Psychographic targeting is easier than ever. But can it be trusted? If it can, why aren’t more printers using it? A look inside psychographic targeting and its benefits.

 

Where Are Marketers Getting Their Data?

Published May 14, 2018

According to new research, marketers are increasingly investing in second- and third-party data to create 360-degree views of their customers. Are your customers doing the same? Are they prepared to compete? Read more. 

 

1  2 3 4 5 Last Next View All

 





Become a Member

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

Copyright © 2018 WhatTheyThink. All Rights Reserved