Eclipse-Themed Merch Got You Thinking?

Published April 11, 2024

For many of us, watching the April 8, 2024, eclipse was a wonder of nature, a rare and spectacular event to tuck into the memory bank. For marketers, however, it was a rare and spectacular event of another kind…the money-making kind. Heidi Tolliver-Walker rounds up some of the astronomical tie-ins.

Labels and Packaging State of the Industry Report

Published April 3, 2024

If there is an industry that is bullish about its growth, it’s labels and packaging. Heidi Tolliver-Walker looks at the latest trends.

Real-World Examples of Customer Segmentation that Works

Published March 27, 2024

Last week, we looked at three examples of email segmentation along with real campaign results provided by HubSpot Academy. This week, Heidi Tolliver-Walker looks at real-world examples of customer segmentation that works, as provided by HubSpot users.

Three Case Studies in Integrating Contact Management with Segmented Email Marketing

Published March 20, 2024

In marketing, we talk about segmentation. We talk about contact management. We don’t often talk about how important it is to use the two together. Heidi Tolliver-Walker documents three examples that showcase just how powerful the transition from a nonintegrated to an integrated solution can be.

6 Non-Price Ways to Create Competitive Differentiation in Print

Published March 13, 2024

What makes a customer loyal to a product or service? Heidi Tolliver-Walker explains how it’s not always price.

Don’t Just Slap “Marketing” on a Salesperson’s Title and Hope for the Best: A Conversation with Patrick Whelan

Published March 6, 2024

Heidi Tolliver-Walker talks with Patrick Whelan, founder of Great Reach Communications, about the distinction between sales and marketing, and why so many printers are losing sales without realizing it.

The Printing Industry’s Marketing Achilles Heel

Published February 28, 2024

Despite all the doom and gloom we often hear in the news, key economic indicators are strong. Unemployment is historically low, and consumer spending is historically high. This combination, combined with other strong economic indicators, are driving the need for advertising and marketing which, in turn, is driving volume on the production floor. Heidi Tolliver-Walker explains how, with fewer print businesses to handle this volume, this can create a false sense of security among printers that marketing isn’t necessary.

Today’s State of Greenwashing? Too Easy and Too Common

Published February 21, 2024

Greenwashing has become far more common than many might think. In the United States, 70% of companies admit to doing it. But the consequences can be serious. Here’s a quick survey of the state of greenwashing today and why it’s so important to back up your environmental claims.

(Somewhat) Conflicting Views on Consumer Attitudes Toward Sustainable Packaging

Published February 14, 2024

Heidi Tolliver-Walker takes a look at a recent studies gauging consumers’ attitudes toward sustainable packaging. Spoiler alert: they are willing to pay more for it.

The Key to Strategic Software Investments? Having a Process

Published February 7, 2024

Heidi Tolliver-Walker looks at how one particular print business—Atlanta’s Wise—got the most out of a print MIS implementation by developing a process for doing so and walks us through that process.

Global Ad Market: “I’m Back!”

Published January 31, 2024

After experiencing a steady decline in the global advertising market over the past several years, final numbers on global ad spending are projected to show growth for 2023—and not just growth, but significant growth. Heidi Tolliver-Walker digs into the numbers.

8 Hilarious Examples of “You Gotta See It to Believe It” Packaging Fails

Published January 24, 2024

As we head into 2024, we all have to admit—we could use a little levity right now. There’s nothing to create levity like a good packaging fail. Here are eight hilarious examples of when the right prototype could have (or should have) saved the day.

Two Types of Augmented Reality Explored

Published January 10, 2024

With augmented reality hitting the mainstream, there are two primary types of AR being used in the world of marketing: app-based using image recognition and web-based (or browser-based), or WebAR. What’s the difference between the two? Is one better than another?

Watch Your Step: Does Our Industry Have a Carbon Footprint Problem?

Published December 13, 2023

How much impact do printing businesses, and the process of printing itself, impact the planet? How much collective responsibility do we bear? Heidi Tolliver-Walker takes a look at how we’re doing.

Wise CEO Bill Prettyman Heads NonProfit for Disabled Adults

Published December 6, 2023

When most people think about giving to charity, they think about the nation’s largest charities, such as the Red Cross, the American Cancer Society, and Save the Children. Yet we should not overlook some of the lesser known nonprofits doing outstanding work on a smaller scale. Heidi Tolliver-Walker looks at one charity right here in the printing industry.

New Neuroscience Research Confirms: Print Wins for Information Processing…Again

Published November 29, 2023

It’s been a while since we saw new research on how our brains respond to print versus digital communications. This recent study just published in the National Library of Medicine once again finds that processing information in print results in greater comprehension, but unlike other studies, it tells us why.

Study: 6 Insights on Holiday Email Marketing

Published November 15, 2023

It’s that time of year again. Heidi Tolliver-Walker offers some best practices for holiday marketing.

Augmented Reality Comes to DPI Direct

Published November 8, 2023

Dirk Swisher, graphic marketing consultant for DPI Direct, engaged with Australia-based Immersia to bring AR to his clients as a way to create more excitement around print. Heidi Tolliver-Walker looks at some recent campaigns.

Storytelling…In Email? A Case Study

Published November 1, 2023

When we think of storytelling in marketing, we don’t normally think of email. Yet that was the winning approach used by Ten by Three—which turned traditional sales emails into storytelling messages. Heidi Tolliver-Walker looks at this novel approach—and why it worked.

It’s Energy Awareness Month! Simple Steps You Can Take Toward a More Sustainable Future

Published October 25, 2023

October is Energy Awareness Month. Heidi Tolliver-Walker suggests some little changes we can make to reduce our energy consumption that can make a huge difference over time.

How Do You Get Customers Unstuck?

Published October 18, 2023

Heidi Tolliver-Walker looks at Full Sail, which offers a full complement of print and digital marketing solutions—including a full production studio—helping customers take advantage of multiple-channel campaigns.

Can AI-Generated Images Replace Stock?

Published October 11, 2023

We’ve heard about AI-generated marketing copy and AI-generated video platforms. How about AI-generated images? Heidi Tolliver-Walker takes a look at the output from three popular options.

Have Your Cake: Consumers Want More Sustainable Packaging, at an Unsustainable Price

Published October 4, 2023

As consumers’ preference for sustainable products grows, that preference is extending to the packaging those products come in. Heidi Tolliver-Walker looks at consumers’ attitudes toward sustainable packaging.

Goodbye Brochures, Hello Yard Signs and Signage

Published September 27, 2023

Heidi Tolliver-Walker looks at how diversification can help print businesses retain customers.

Is Video Production Expertise Passe? AI-Generated Video Is Here

Published September 20, 2023

We all know the power of video in marketing. But who has the time and money to invest in video production? The good news is, maybe you don’t have to. If AI can write your emails, finish your texts, and write your web copy, maybe it can create your videos, too. Heidi Tolliver-Walker experiments with AI-generated video.

ICYMI: Finding Great Employees in Unexpected Places

Published September 13, 2023

Like every other member of the printing industry, Quantum Group (Chicago, IL) is looking for the secret to finding great employees. Heidi Tolliver-Walker looks at Quantum’s employee-finding initiatives.

Easy AR Comes to Gaming

Published September 6, 2023

Have customers looking to increase engagement time with customers and prospects? Try an AR game. Heidi Tolliver-Walker looks at RealityBLU, whose WorldViewAR platform “democratizes” AR by creating AR experiences from videos in a matter of minutes.

Real-Life Business Uses for AI—Right Now

Published August 31, 2023

AI holds the keys to an entirely new way of doing business. Not just keys, but perhaps a sledgehammer. Heidi Tolliver-Walker recaps a recent DirectMail2.0 webinar that addressed a topic is on the minds of most business owners these days. “How is AI going to impact my business? Should I be using it right now? If so, how?”

Hot Off the Press: 2023 B2B Buyer’s Survey

Published August 23, 2023

The old saying, “Content is king” has never been more true, especially in the B2B world. Heidi Tolliver-Walker takes a look at DemandGen’s 2023 B2B Buyer’s Journey survey.

Mariano Rivera Foundation’s Print Design & Packaging Development Program Adds New Custom Training Program for Commercial Printers

Published August 16, 2023

The Mariano Rivera Foundation and its Print Design & Packaging Development (PDPD) program started primarily to train service technicians in the vendor space but has since evolved into a custom training program for printers. Heidi Tolliver-Walker looks at what the program has accomplished in the past year.

Run the World: Gender Diversity Is Good for the Bottom Line

Published August 9, 2023

There is a growing body of research suggesting that companies with a higher percentage of women on their leadership teams tend to perform better financially than those with fewer women in leadership positions. This phenomenon is not simply a matter of fairness or equity. It appears to be directly linked to improved business outcomes.

In Search of Label Revenue? Venture to “The Other Side of the Tracks”

Published August 3, 2023

Looking to get into label production? Be aware of the distinction between commercial and industrial labels. Heidi Tolliver-Walker explains the distinction—and how the latter could be the far more profitable market.

Beach to Bay Heritage Area Holotwins Are Live

Published July 26, 2023

Heidi Tolliver-Walker looks at how the Beach to Bay Heritage Area used augmented reality holotwins to engage visitors and enhance their experiences in key areas of interest.

ESG Practices: More Than Just Another Acronym?

Published July 19, 2023

Contributor Heidi Tolliver-Walker looks at Environmental, Social, and Governance (ESG) practices—a set of criteria that measure a company’s performance and impact on critical environmental, social, and ethical issues—and how they apply to print businesses.

Want to Improve Productivity? Increase Employee Engagement

Published July 12, 2023

According to Gallup, 59% of employees are “quiet quitting” and 18% are “loud quitting,” or fully disengaged. The result? Low productivity, poor performance, and high risk of turnover. Fortunately, there are some simple things employers can do to re-engage employees and turn things around.

At Wise, Lean Is Not Just “A” Strategy for the Business; It’s “The” Strategy

Published June 28, 2023

Want more productivity, higher levels of efficiency, and greater profitability? Automation is one way to get there, but lean is, too. In this Q&A, Bill Prettyman, CEO of Wise, discusses why lean is no longer a strategy for the business. It’s become the strategy for the business.

The Darker Side of AI: It’s Up to Us to Avoid It

Published June 21, 2023

For our industry, AI offers up a powerful tool for things like workflow connectivity, analytics, and shop floor data analysis, as well as development of marketing content. But there are legitimate fears around AI, as well. When it comes to addressing those fears, it remains an individual effort.

Print Volume Trends in Sheetfed and Continuous Feed Inkjet

Published June 14, 2023

Three weeks ago, as part of WhatTheyThink’s fourth annual Technology Outlook Week, our five-day series of webinars that look at the latest trends and technologies in a broad cross-section of the industry, Ralf Schlözer took a look at digital printing. In part two of her coverage of this session, Heidi Tolliver-Walker sums up the discussion of print volumes.

Tech Outlook: Finishing Roundup

Published June 12, 2023

Last month, as part of WhatTheyThink’s fourth annual Technology Outlook Week, our five-day series of webinars that look at the latest trends and technologies in a broad cross-section of the industry, Trish Witkowski and Kevin Abergel looked at the latest products, technologies, and trends in binding and finishing. In this article, Heidi Tolliver-Walker recaps the webinar.

You’ve Got Mail: Mailing Technology Continues to Revolutionize Direct-Mail Marketing

Published June 7, 2023

Today’s mail technology enables campaigns that are truly cutting edge, and that edge is getting sharper.  We’ve barely scratched the surface of what can be done with personalized, customized messaging printed on the outside of the envelopes. Heidi-Tolliver Walker takes a look at the current state of the art.

Tech Outlook: Packaging

Published June 7, 2023

Two weeks ago, as part of WhatTheyThink’s fourth annual Technology Outlook Week, our five-day series of webinars that look at the latest trends and technologies in a broad cross-section of the industry, David Zwang took a look at labels and packaging. In this article, Heidi Tolliver-Walker recaps the webinar.

Tech Outlook: A Framework for Automation

Published June 6, 2023

Two weeks ago, as part of WhatTheyThink’s fourth annual Technology Outlook Week, our five-day series of webinars that look at the latest trends and technologies in a broad cross-section of the industry, Pat McGrew and Ryan McAbee took a look at software and workflow—specifically addressing automation. In this article, Heidi Tolliver-Walker recaps the webinar.

Talkin’ ’Bout My Generation

Published June 5, 2023

The USPS conducted the “Generational Research Report,” which shows who’s reading what and what elements of direct mail are most important to which generations. Think of it as that generation’s direct mail fingerprint. Heidi Tolliver-Walker offers some highlights.

Technology Outlook: Digital Printing

Published June 5, 2023

Two weeks ago, as part of WhatTheyThink’s fourth annual Technology Outlook Week, our five-day series of webinars that look at the latest trends and technologies in a broad cross-section of the industry, Ralf Schlözer took a look at digital printing. In this article, Heidi Tolliver-Walker recaps the webinar.

“Soon to Be Unveiled” Functionality Will Let Printers Integrate Directly with Salesforce, HubSpot, and Other Marketing Automation Platforms

Published May 31, 2023

One of the missing pieces in print marketing automation has been the ability for printers to integrate with their customers through platforms like Salesforce, HubSpot, and Zapier. Heidi Tolliver-Walker teases a forthcoming solution that will allow printers and clients to work together directly.

Focus on AI: Creating Sales and Marketing Copy for Email Marketing

Published May 24, 2023

Heidi Tolliver-Walker talks with Josh Bluman, co-founder of Hoppy Copy, an AI copywriting platform that focuses on creating sales and marketing copy for email, social media, and newsletters.

Seven Trends in the “Future of Work” and What They Might Mean for the Printing Industry

Published May 17, 2023

Recently, Fast Company interviewed Karin Kimbrough, LinkedIn’s chief economist, to tap into her insights about the future of work drawn from more than 930 million members and 63 million companies on the LinkedIn platform. Here we look at Fast Company’s seven takeaways from a conversation it co-hosted at the recent RSA Conference and what they might mean for the printing industry.

Influencer Marketing Isn’t Just for Social Media Anymore

Published May 10, 2023

Discussion of influencer marketing is everywhere, and when you look at the numbers, it’s easy to see why. But is it relevant to the printing industry? The answer is yes. While we associate influencer marketing primarily with social media, there is an important role for print to play, as well.

Highlights from the 2023 Ad Impressions Study

Published May 3, 2023

It’s that time of year again—time to pick some highlights from the Advertising Specialties Institute’s “Ad Impression Study” and overall takeaways for the industry.

Do You Need a Change in Leadership to Drive Innovation?

Published April 26, 2023

What is it about the younger generation of print industry leaders that drives innovation? Both a native understanding and comfort level with cutting-edge technologies and not having grown up being told they “can’t.”

How Customer Journeys Are Changing…And Print’s Role in It

Published April 19, 2023

As technology and social trends change, so does the customer journey. So where are we today? How does it impact the marketing mix? To get some insights, we can look to the Reimagining Retail podcast “What Today’s Customer Journey Looks Like,” which took a look at the topic. Aligned with the USPS’s most recent “Generational Report,” we can gain some particularly interesting insights.

Stepping up Sales: How Floor Graphics are Transforming Retail Spaces

Published April 12, 2023

While much of the fanfare in wide-format graphics goes to signs, banners and floor displays, floor graphics have a powerful track record of sales lifts, too. Heidi Tolliver-Walker looks at some case studies on the effectiveness of floor graphic advertising.

Study: European Consumers’ Attitudes Towards Personalization

Published March 29, 2023

Moengage’s “Personalization Pulse Check” (2023) gives us insight into what European consumers think about personalized communications—what they prefer, what they are comfortable with, and what differentiates one brand from another. Stay tuned for pulse checks from other regions, including North America.

Beach to Bay Heritage Area Uses Augmented Reality to Tell Its Stories

Published March 22, 2023

The Beach to Bay Heritage Area is one of Maryland’s 13 designated historic areas, and has started using AR holotwins to tell the stories of the historic areas promoted and protected by BBHA and to more deeply engage with those who come to visit them.

Do Forest-Growth Numbers Tell the Whole Story?

Published March 15, 2023

If the number of trees in the United States is growing, where is this idea coming from that there are not enough trees? Is it possible that certain reforestation data don’t tell the whole story?

ChatGPT Tackles Floor Graphic Research and Case Studies

Published March 8, 2023

Continuing WhatTheyThink’s investigation into AI writing assistants, we took another look at ChatGPT’s ability to research industry-relevant topics. This week, we tested its ability to retrieve highly specific information such as research and case studies.

ChatGPT Talks Paper Alternatives

Published March 1, 2023

ChatGPT seems to be everywhere these days, and much of the discussion revolves around whether it will replace human writers. Much less discussed is its value for research and idea generation. So WhatTheyThink applied ChatGPT’s capabilities to the paper shortage.

Survey Results: What Happens When Traditional Paper Stock Is Not Available?

Published February 22, 2023

This prolonged period of paper shortage has required patience, persistence, and creativity from both printers and their customers. How is the industry responding? This article looks at the results of WhatTheyThink's survey on what happens when traditional paper stocks are not available.

Commercial Paper Remains Tight, But Things Are Improving for Labels

Published February 15, 2023

While paper shortages and associated inflation will continue into 2023, there is good news coming from the label world. While domestic energy, packaging, and freight are not declining, suppliers are starting to see them stabilize and the supply chain ease as a result.

Small Business’ Growing Investment in DIY Marketing Software Creates Opportunities for Savvy Printers

Published February 7, 2023

Increasing numbers of small and mid-sized businesses are investing in DIY marketing automation. Platforms such as MailChimp, Pardot, and HubSpot lower the barrier to entry, but without the marketing and database expertise to put them to use, those tools are little more than window dressing. Heidi Tolliver-Walker explains how understanding where and how to plug in can be of significant value to those customers.

What Are You Telling Your Customers About the Paper Shortage?

Published February 1, 2023

The height of the pandemic is behind us. The supply chain is moving again. Why are paper prices still so high and paper still in short supply? How do you explain it to your customers?

Where Are Marketing Budgets Increasing and Decreasing in 2023?

Published January 25, 2023

Where are marketers’ budgets increasing and decreasing in 2023? Two studies, R. R. Donnelley’s “Optichannel Opportunity Report” and Neil Patel’s “How Marketers Are Spending Their Money” paint a consistent picture. The money is going where the proof of ROI is.

Using Eye Tracking to Determine Shopper Interest

Published January 18, 2023

Have you ever wondered how the big CPGs determine which packaging designs work and which don’t? For many, it’s as much science as it is creative. To get insight into just how much science can go into it, take a peek at Quad Graphics’ Package Insight division.

Case Study: Using Google Analytics to Dig Below the Surface

Published January 11, 2023

For their New Year’s marketing resolutions, many companies are committing to making better use of Google Analytics to track their traffic and evaluate their marketing efforts. Google Analytics can be a powerful tool, but if you don’t dig deep, it can be misleading, too.

Seven Marketing Shifts for 2023

Published January 4, 2023

HubSpot’s Inbound Marketing Report 2023 takes a look at the changes expected for marketers in the coming year. Specifically, there are seven fundamental shifts HubSpot sees occurring among marketers (and impacting everyone else) in 2023. What are they?

Dive Right In: Interactive Print Is Mainstream

Published December 15, 2022

If there is a story in interactive print these days, it’s accessibility, both for service providers and for their customers.  The range of applications is staggering, from 3D product visualizations and virtual try-ons to AR filters, virtual brand ambassadors and 360 tours. Heidi Tolliver-Walker walks through the various platforms and applications.

Uncovering the Consumer Mindset for 2023

Published December 14, 2022

What will consumers be thinking in 2023? How will they behave and what will drive their decisions? Answering these questions was the goal of GWI, an audience targeting company, in its U.S. “Connecting the Dots” report.

Missed the Print Production Outlook? Get the Highlights Here

Published December 7, 2022

Every year, What They Think offers insights into the print production outlook for our industry. This year was no exception. Our webinar “The Print Production Outlook: The Digital Transition Continues” looked at production technology shifts and the trends driving them. Sponsored by Canon Solutions America, the webinar was moderated by Richard Romano with presenter WhatTheyThink European Section Editor Ralph Schlözer.

Content Marketing Using AI: Putting Jasper to the Test

Published November 30, 2022

Contributor Heidi Tolliver-Walker takes a deep dive into using an AI writing engine like Jasper to develop content for use by members of the commercial printing industry.

Content Marketing Requires Content—Where Do You Get It?

Published November 16, 2022

In today’s marketing world, content is king, and marketing in the printing industry is no exception. But printers aren’t writers, a challenge compounded by the fact that printing industry content tends to be highly technical. Coming up with content is a skill of its own. Where do you find it?

New Mariano Rivera Foundation Print Training Center Set to Open in Premium Color Graphics’ New Jersey Facility

Published November 14, 2022

The Mariano Rivera Foundation’s Print Design Packaging Development Program has been gaining steam since it launched in early 2021. New trainees are finding jobs, and printers are finding qualified employees. Now, as the program grows, a new training center is set to launch in the Premium Color Graphics’ Carlstadt, NJ facility in January 2023.  

Why Are Brands So Disconnected from Their Customers?  

Published November 2, 2022

Merkle has documented a significant disconnect between how well companies think they are doing with their customer experience capabilities and what customers actually think. Why does this disconnect exist? Merkle’s Q3 2022 Customer Engagement Report seeks to answer this question and provide solutions for how to fix it.

Relatable AR: How to Use Augmented Reality to Tell Better Stories

Published October 31, 2022

What is the value of augmented reality in the world of marketing? For Joe Zeff, president of Joe Zeff Design in Pittsburgh, it’s to help his customers tell better stories. Heidi Tolliver-Walker looks at some of Zeff’s recent AR projects.

When “Green” Perception Is Reality, How Do Commercial Printers Fare?

Published October 26, 2022

In the world of sustainability, perception is reality. Sustainability sells, so perception matters. In the printing industry, what creates the perception of being one of the most eco-friendly printers? What can we learn through the lens of Google rankings?

How Do Consumers’ Attitudes Toward Sustainability Really Impact Retail?

Published October 19, 2022

Everywhere you look, brands are promoting their sustainability to woo a public that increasingly cares about the topic. But caring about something and allowing it to influence their shopping decisions are two different things. How much do these values actually impact how consumers buy?

Thinking of Adding an Office Recycling Program? It’s Not as Easy as You Might Think

Published October 12, 2022

Have you considered implementing a company-wide recycling program? As part of a sustainable industry, it’s important for printers to consider. But doing so will take some research. It might not be as easy as you think.

Interactive Print: What’s Working in the Real World? (2022)—Part 2

Published September 28, 2022

Summary of the second half of WhatTheyThink’s August 24 webinar “Interactive Print: What’s Working in the Real World (2022),” moderated by Heidi Tolliver-Walker and featuring presenters Joanne Gore of Gore Communications and Joe Zeff of Joe Zeff Design. Part 2 of the wrap-up focuses on Zeff’s presentation on his use of augmented reality in his Pittsburgh-based graphic design business.

Interactive Print: What’s Working in the Real World? —Part 1

Published September 21, 2022

Summary of the first half of WTT’s August 24 webinar “Interactive Print: What’s Working in the Real World (2022),” moderated by Heidi Tolliver-Walker and featuring presenters Joanne Gore of Gore Communications and Joe Zeff of Joe Zeff Design. This article focuses on Gore’s presentation looking at the evolution of QR Codes from misused novelties to truly useful marketing tools and how to use them successfully.

In a Data-Driven World, Do Printed Forms Even Matter? Some Say Yes!

Published September 14, 2022

Even as we cover increasingly sophisticated digitally driven and data-driven applications, it’s important to remember that traditional business still exists. This includes business forms, and while that business is shrinking, it does still offer profitable pockets of business that commercial printers might want to explore.

Sleep Number Sees 44% Incremental Sales Increases with Retargeted Direct Mail

Published September 7, 2022

For Sleep Number, direct mail retargeting is nothing new. A switch to a new partner, however, has turbo-charged its success, and it is now seeing 44% incremental sales rates.

The First Graduates of the Mariano Rivera Foundation Printing Vocational Training Program Are Ready

Published September 6, 2022

The Mariano Rivera Foundation brings mentorship, life skills, STEM education, and vocational training to at-risk youth. Thanks to support from industry vendors such as EFI, KonicaMinolta, Ricoh, Idealliance, Printing United Alliance, and Adobe, it will funnel much needed talent into the printing industry, as well. Heidi Tolliver-Walker provides an update on the first class of graduates.

The Lighthearted Side of QR Codes

Published August 31, 2022

Even as the use of QR codes has become normalized thanks to the COVID-19 pandemic, we still see some pretty bone-headed implementations. A look at three use cases in light of three important best practices.

Study: Getting Personalization Right

Published August 24, 2022

Movable Ink’s second annual Audience of One consumer survey has many takeaways. It continues to confirm what we’ve known for a long time: Consumers want you to market to an audience of one. But it has some other takeaways about customer loyalty and customer preferences related to product purchases that are just as important.

In the Driver’s Seat: Increasing Print Business with Augmented Reality

Published August 23, 2022

It’s finally happened. Print and marketing firms are incorporating augmented reality (AR) into their marketing tool kits. Not just for fan engagement and brand building, but as a business problem-solving and revenue-driving solution. Far from AR competing with print, it’s driving it. Contributor Heidi Tolliver-Walker looks at several case studies that launched AR experiences from print.

It’s Time to Talk About NFTs

Published August 17, 2022

What, exactly, are NFTs? Do they matter to us in the printing industry? This article offers a simplified explanation of NFTs and examples of what they look like in the real world.

AR Has Reached a Tipping Point: Now What?

Published August 10, 2022

Augmented reality has reached a tipping point, and it’s one that is increasingly affordable, accessible, and highly relevant to even the average print shop. AR has become a way to offer solutions and help your clients sell products and engage audiences in real, practical ways.

Planning Video? Think “Postcard,” Not “Speech”

Published August 3, 2022

As video continues to grow as a marketing tool, often eclipsing text and images in terms of its power and effectiveness, there has been a rush to embrace it. But video isn’t like print or other marketing content. It’s its own animal, requiring dedicated focus by printers and their clients looking to capitalize on its power.

Is It Time to Invest in More Reuse + Refill Packaging?

Published July 27, 2022

An increasing number of companies are releasing re-use + refill packaging lines. Is this just for large companies like Proctor + Gamble and Unilever? Or is it time for small and mid-sized companies to take up the mantle, too?

Is Influencer Marketing on Your Radar?

Published July 20, 2022

When was the last time you thought about influencer marketing? It’s a powerful marketing tool, and it’s growing. For PSPs, influencer marketing should be seen as a channel like any other. There are plenty of ways for PSPs to add value to an influencer campaign.

QR Codes as a Problem-Solving Tool

Published July 13, 2022

How do you incorporate QR codes into a successful marketing campaign? You don’t make it about the QR code. You make it about problem-solving. Heidi Tolliver-Walker highlights several great use cases from a MindFire webinar that provide great problem-solving insights—whether you are incorporating QR codes or not.

Seven Steps to Creating an AR Holotwin

Published June 29, 2022

Is it possible to create effective AR scenes without a team of tech-savvy designers? Or spending tens of thousands or hundreds of thousands of dollars? Is AR finally ready to be used even by small and mid-sized shops to solve business problems for their customers? Here is a step-by-step look at what it took to create an AR holotwin and a QR code showing the final result. Readers can judge for themselves.

AR Increases Engagement with Salt Lake Community College Recycling Program

Published June 22, 2022

Think augmented reality is just for brand-building and entertainment? Think again. It is now being used to drive real, practical results for businesses, educational institutions, and nonprofits. Here is a look at how AR jump-started engagement with one college’s recycling program.

What Do Shoppers Really Think about Personalization?

Published June 15, 2022

What is the state of retail personalization in 2022? A study conducted by Coresight Research on behalf of Sailthru shows significant disconnects between what retailers think is important and what consumers think is important. The survey, “Retail Personalization in 2022,” looks at the difference in perceptions between consumers and retailers on a variety of issues related to retail personalization and data privacy, as well as areas such as loyalty programs and channel usage.

Is It Possible to Have Carbon-Neutral Direct Mail?

Published June 8, 2022

In this follow-up to last week’s article, Steve Falk, president of Prime Data, discusses how his company determined its carbon footprint, how it came to be the first carbon-neutral direct mail house in the world, and invites members of the industry to use its tools to come up with their own carbon footprints to do the same.

Calculating the Carbon Footprint of Canada’s Direct Mail

Published June 1, 2022

Is it possible to know the carbon footprint of direct mail? Canada-based Prime Data decided to find out. It invested in research to determine the footprint of direct mail in its home country as a foundation to understanding the company’s own role in the larger ecosystem and what to do about it.

What Is a “Most Trusted” Brand Anyway?

Published May 25, 2022

Infegy’s Trust Index gives a look into the companies with the highest trust levels based on its analysis of social media conversations. This leads to the question: How, exactly, do we measure trust? Is quantifying it even possible?

Seven Options for Filling Your Employee Pipeline

Published May 18, 2022

The Printing Industries Alliance has released a new report, “Recruitment, Retention, and Pathways to Employment in the Printing Industry” (April 2022), that looks at the realities of the hiring gap in the printing industry and practical solutions for addressing it. Here are seven takeaways from that report.

Study: Key Demographic Is Being Overlooked by Marketers

Published May 11, 2022

Older Americans, representing 100 million consumers and more than half of the nation’s wealth and annual spending, are being overlooked by marketers. Two reports from Alive Ventures, “Growing Older Better: Insights and Opportunities” and “State of the Market 2022,” challenge the stereotypes fueling this oversight and shine a spotlight on the opportunities that you can share with your customers.

What Role Do Demographic Data Play in Targeting Anymore?

Published May 4, 2022

When a 50-something in Colorado making $100,000 per year starts to look more like a 30-something in Connecticut making $50,000 per year, it leads us to wonder: what role does demographic targeting play in today’s world of direct marketing?

The Shroud Of Turin: EFI Reggiani Makes History Printing the Only Authorized Replicas

Published May 3, 2022

When you want to create an authentic replica of one of the most famous and treasured historic artifacts ever discovered, where do you turn? If you are the curators of the Shroud of Turin, you turn to EFI Reggiani. Heidi Tolliver-Walker looks at this unique printing project.

How Enterprise AR Is Driving Marketing AR

Published April 27, 2022

Is augmented reality (AR) ready to explode onto the marketing scene? It’s already deeply embedded in enterprise applications, where it is being used to speed, simplify, and reduce errors in a wide variety of training, service, and maintenance operations. It’s important to be aware of these uses, since the more commonplace a crossover technology becomes in the workplace, the faster it will make its way into the consumer arena, and AR has become SOP for many enterprises.

Are You Meeting Digital Experience Benchmarks?

Published April 20, 2022

With 70–80% of a buyer’s journey already complete before they hit your website, how does your site stack up against others? Contentsquare’s 2022 Digital Experience Benchmark Report provides important benchmarks for buyer experiences. While focused on B2C websites, the lessons translate to all industries, including ours.

Looking for a Sustainable Printer That Walks the Walk

Published April 6, 2022

Ambika Anand Prokop is the author of Greenfeet Guides, a growing series of travel guides for parents who want to help their children more deeply and emotionally engage with cultures and landscapes around the world. She has also been on a sustainability journey that has led her to understand the value of evaluating printers based not just on their website claims, but on in-person conversations.

Using Augmented Reality (AR) to Generate Revenue

Published April 4, 2022

Augmented reality is no longer a niche technology used for entertainment and brand-building. It has evolved into a true revenue-generating tool. For printers looking for opportunities to build new revenue streams, AR has arrived.

Could a “Workation” Policy Help You Retain Employees?

Published March 30, 2022

As the printing industry struggles to maintain a pipeline of new talent, keeping the talent we have becomes all the more important. A new survey on the value of “workations” illustrates one simple way that print providers can retain the talent they have.

The Mariano Rivera Foundation: The Bridge Between Under-Served Students and the Printing Industry Workforce

Published March 24, 2022

In the United States, more than one in five children live in poverty. In the printing industry, finding qualified employees and maintaining the pipeline of new talent into the workforce remains one of the top challenges. A bridge between the two is the Mariano Rivera Foundation. Heidi Tolliver-Walker explains the benefits of this foundation, and what it can mean for finding the next generation of industry employees.

Does Shopping in the Metaverse Affect You?

Published March 23, 2022

Sixty percent of Gen Zers want to shop in the metaverse. What on earth does that mean? How does it apply to printers?

Is Specing Sustainable Substrates Enough?

Published March 16, 2022

As sustainability becomes bigger business, the emergence of recyclable, compostable, and other eco-friendly plastic alternatives for use in packaging, signage, and mailing is growing, too. But making those investments count may take a commitment on the design end, as well.

Looking for Business? Partnering with a Print Distributor Might Be a Good Next Step

Published March 9, 2022

As we emerge from the COVID-19 pandemic and move into the endemic phase, many printers are taking stock of their businesses, asking, “What’s next?” For some, working with a print distributor might be a great option.

Eyeing the Packaging Market? Check Out Desert Harvest’s Commitment to Scrapping Single-Use Bottles

Published March 2, 2022

Trends toward sustainability and cause marketing could be a ticket to differentiation in the packaging market. Check out this nutritional supplements and skin care company to see what this looks like.  

What’s It Like to Own a Landa? The View from Early Adopter Virtual Packaging

Published February 23, 2022

Jordan Patterson, vice president of Virtual Packaging (Grapevine, TX), shares his experience working with a Landa S10P Digital (Perfecting) Press—how they’ve used it, what their experiences have been, and what new markets the press has opened to them.

AR in the Field: Using Holotwins to Promote the Utah Black Business Expo

Published February 16, 2022

Augmented reality (AR) has been growing in packaging, nonprofit, and retail, but it’s been used primarily for branding and engagement and much less for direct sales and fundraising. But that is changing. This article looks at one revenue-generating AR application: the use of holotwins to promote the Utah Black Business Expo.

Do the New Features of USPS Informed Delivery Really Make It Better?

Published February 9, 2022

The USPS continues to add expanded features to its Informed Delivery service, but based on the USPS’s own year-over-year customer satisfaction data, are these new features actually creating a better user experience?

It’s Time for the Metaverse (Yes, in the Print Industry)

Published February 2, 2022

What is the metaverse? Why does it matter to our industry now? With real-life applications and accessibility to even small print shops and agencies, the metaverse something that we should all be paying attention to.

EcoPrint’s Content Marketing Is a Model of Authenticity

Published January 26, 2022

Clients are increasingly looking for vendors who “walk the walk” when it comes to sustainability. A look at EcoPrint, a printer committed to environmentally responsible services, as an example of how one shop does this well.  

Do the New Features of USPS Informed Delivery Really Make It Better?

Published January 19, 2022

The USPS continues to add expanded features to its Informed Delivery service, but based on the USPS’s own year-over-year customer satisfaction data, are these new features actually creating a better user experience?

Why Invest in a Landa Digital Press? The View from Hudson Printing

Published January 12, 2022

Paul Hudson, CEO of Hudson Printing (Salt Lake City), shares his rationale for investing in a Landa S10P—why now, why the Landa, and how he expects it to impact his business.

HBR Study Finds 28% Lift in Sales and 600% ROI by Adding Print Catalogs

Published January 5, 2022

In a large-scale field study conducted by Harvard Business Review, a luxury e-commerce retailer found that by adding print catalogs, it increased sales by 28% and inquiries by 77%. It also yielded a direct ROI of 600%.

Landa Digital Press Update: Crossover Points, Installed Base, and the Value of Being Anti-Fragile

Published December 15, 2021

Miss the “Landa Nanographic Printing in the Market” webinar on November 3? Here is a recap of Landa’s portion of the presentation, giving an update on its expansion, its installed base of users, and what it’s learned about the crossover points with offset.

What’s Second-Best to In-Person Conversations? Augmented Reality—and the Data Show It

Published December 8, 2021

You’ve seen the data for the effectiveness of augmented reality (AR) for sales and marketing. This isn’t due to novelty. There is real psychology to why it works.

Millennials Are So Yesterday…Hello, Gen Z!

Published December 1, 2021

If you haven’t noticed, the emphasis on marketing to Millennials is shifting. Today, it’s all about Gen Z. One of the fundamental characteristics of Gen Z, however, is that they distrust the brands trying to market to them. What does that mean for marketers?

What’s New with USPS Informed Delivery?

Published November 10, 2021

A look at the most recent USPS Informed Delivery update, including updated user stats, the latest open and click-through rates, and new features.

Are Workload Challenges Affecting Your Employees?

Published November 3, 2021

Workplace satisfaction matters. Unhappy employees equal higher turnover. Higher turnover equals higher HR costs and, especially in the printing industry, real concern about the ability to fill open positions. A workplace satisfaction survey from Parallax, while focused on the digital services industry, shines a spotlight on issues that many other employers should consider, including those in the printing industry.

Print Production Outlook: Takeaways from the October 6 Webinar (Part 2)

Published October 27, 2021

Part 2 of a two-part series based on the What They Think webinar “Print Production Outlook: Tracking the Turning Points.” In Part 1, presenter German Sacristan of Keypoint Intelligence analyzed Keypoint and other data on the industry’s growth and key turning points, including the shift to high-speed inkjet. In Part 2, Sacristan analyzes the current and future state of industry applications, as well the state of packaging and labels.

Print Production Outlook: Takeaways from the October 6 Webinar (Part 1)

Published October 20, 2021

Part 1 of a two-part series based on the WhatTheyThink webinar “Print Production Outlook: Tracking the Turning Points.” In Part 1, presenter German Sacristan of Keypoint Intelligence analyzes Keypoint and other industry data on the state of the industry’s growth and key turning points.  

USPS’ Informed Delivery Full-Color Marketing Option: Is it Worth It?

Published October 13, 2021

The United States Postal Service’s Informed Delivery Service is not only growing in subscribers, but it is expanding in services. Its interactive campaigns now offer marketers the option to replace the grayscale scan automatically provided with the service with a full-color “representative” image of each mail piece instead. But is this an option that mailers should rush to embrace?

Would Your Customers Rather Have a Tooth Pulled Than Do Business with You?  

Published October 6, 2021

According to a new survey by Insightly/Zogby Research, consumers would rather have a tooth pulled, learn a TikTok dance with their kid, and wait in line at the DMV than resolve an issue with a company’s customer service department. Why? Because companies are over-confident in their customer relationships and are more interested in talking than listening.  

USPS Informed Delivery Growing Quietly

Published September 29, 2021

In case you haven’t noticed, the USPS’s Informed Delivery (ID) program has been growing quietly but steadily. It has grown not only in numbers, but also in trust among ID users. Features have been enhanced, and more PSPs are quietly promoting it as an extra value to their customers.

Study: Don’t Have Great Tracking and Reporting? Print Quality and Service May Not Save You

Published September 22, 2021

“Enhancing the Print Customer Connection,” a new report from NAPCO Research/Canon USA, 2021, finds that print quality and customer service may not help printers hold onto customers the way they think. Print management, tracking, and reporting tools may be equally or even more important.

Get Your Marketing On: 2021 Shopping Season to Be Earlier than Usual

Published September 15, 2021

If your clients are waiting to start their holiday marketing, you might want to send out the alert: Holiday shopping is likely to start earlier this year.

Takeaways from WhatTheyThink's “Interactive Print” Lunch-and-Learn

Published September 8, 2021

Didn’t make the August 25 lunch-and-learn “Interactive Print in the Real World: What’s Really Working?” No problem. Here’s a roundup of the presenters’ main points.

AR Is Not Up and Coming: It’s Already Here

Published September 1, 2021

Round-up of key data points from WTT’s lunch-and-learn “Interactive Print in the Real World: What’s Really Working?” The data reinforce why AR is not an up-and-coming technology, but rather one that is already here—and a force to be reckoned with.

Merkle “Media Insights” Report Tackles Impacts of COVID-19 on U.S. Economy

Published August 25, 2021

Merkle’s Q3 2021 Media Insights Report looks at the fundamental changes brought to the U.S. economy by the COVID-19 pandemic—changes that remind us that, even once the U.S. economy is back at full steam, it may not look exactly like the economy that existed before the pandemic.

AR, VR & Interactive Print: What’s Really Working?

Published August 23, 2021

We’ve been hearing that print is going interactive for years, not just with QR codes, but with technologies such as augmented reality (AR), virtual reality (VR), and near-field communications (NFC). Some of the applications are truly astounding, but are they relevant to the printing industry at large? Heidi-Tolliver-Walker looks at some examples of how “interactive print” is relevant to commercial printers.  

Gartner: Marketing Budgets Are Not Bouncing Back to Pre-Pandemic Levels

Published August 18, 2021

Even as CMOs’ 2020 marketing budgets were being slashed as a result of the COVID-19 pandemic, CMOs were hopeful that those budgets would bounce back in 2021. But Gartner’s just-released “CMO Spend Survey” tells a different story. Not only are budgets not bouncing back, but they have dropped to the lowest level in the history of the survey. Is there any good news for PSPs in here?

True Print Personalization: Is It All Talk and Little Action?

Published August 11, 2021

To what extent is this industry merely talking about relevance-based personalization and to what extent are we actually doing it? Insights from Who’s Mailing What!, a national database of direct mail, raises some interesting questions.

Gartner: Marketing Budgets at All-Time Low, but CMO Council Finds the Opposite

Published August 4, 2021

As the U.S. economy continues to bounce back, “state of marketing” surveys are giving conflicting pictures. One says marketing budgets are falling. Another says they are rising. What to make of this conflicting information?

Five “Feel Good” Environmental Stories from the Paper and Packaging Industry

Published July 28, 2021

Paper and packaging companies are not only consumers of natural resources, but they are striving to be protectors of them, too. Here are five “feel good” stories about how members of the paper industry are doing their part.

QR Codes Are Fueling the Growth of Augmented Reality

Published July 21, 2021

Until recently, growth and excitement around augmented reality (AR) has been limited among printers since the barriers to entry were high, and other than for SnapChat filters and niche applications (such as gaming), few consumers were using it. Even as AR experiences became more robust and effective, they required an app, and marketers found that people don’t want to download apps. Now AR has developed a symbiotic relationship with QR Codes, and that changes everything.

Turning QR Codes into Print Work

Published July 14, 2021

Why has one QR code usage gain traction when others haven’t? What lessons can we learn from it? Can QR code use be turned into further print work, even if the code itself “steals” certain types of business?  

The Unboxing Experience: What’s Old Is New Again

Published June 30, 2021

Recently, Keypoint Intelligence released data from a new vertical market survey that reflects how a classic concept—unboxing—has become today’s news. No company illustrates the power of unboxing more than Apple.

QR Code Steals Client’s Business

Published June 23, 2021

For many printers and their clients, QR codes offer many opportunities for improved customer engagement and better customer service. But for some industries, they could actually represent the potential for lost business for printers, too.

Who’s Tracking Direct Mail?

Published June 16, 2021

The Who’s Mailing What! Database contains an astounding wealth of information about direct mail. The database is growing by leaps and bounds, currently containing more than 130,000 mail pieces and with 13,000 mail pieces added every 30 days. Because these mail pieces are searchable, you can slice and dice the database any way you want—by industry, by sub-category, by search term, by color, by mailing format, and the list goes on.

Recruiting Firm’s Perspective on Addressing the Aging Workforce

Published June 9, 2021

Arnie Kahn, president of PrintLink, a recruitment firm specializing in the printing industry, shares his insights on the challenges of maintaining the pipeline of skilled workers into the printing industry, along with some of the solutions and opportunities that a good staffing agency offers.  

Seven Signs of Retail Recovery to Brighten Your Day

Published June 2, 2021

It’s rare that a survey is the bearer of truly good news, but the recent consumer attitudes survey out of McKinsey is one of them. Here are seven nuggets of good news from the survey that should make the grass a little greener and the sky a little bluer this morning.

Study: The Business Danger of Public Politics

Published May 26, 2021

A new Shoppers.com study finds that Americans are more likely to boycott a brand due to their political positions than they were one year ago. So be careful how you post, share, and comment on your social media pages. You could be driving away potential customers.

“Loose Lips Sink Ships”

Published May 19, 2021

How careful are you with sharing information about your company, your sales practices, or your processes and technologies in public, thinking, “Nobody knows me here”? Could you be giving away compromising information without realizing it?

Quiz: How Many Things Can QR Codes Do?

Published May 12, 2021

If you were asked to come up with a list of ways that QR codes can be used in marketing, how many could you list? Could you come up with at least 10? As QR codes see a resurgence, being driven by everything from the COVID-19 pandemic to USPS postal promotions, it’s time to take stock of how they are being used, as well as the opportunities that are being missed.  

Graphic Arts Teachers to Printers: “We Need You!”

Published May 5, 2021

This is the third in the series about what can be done to keep the pipeline of new talent flowing into the printing industry. In this article, we look at the relationship between the graphic arts schools (or lack thereof) and the local printers and the profound impact this has on the pipeline.

Graphic Arts Teachers: The Printing Industry Can Do More to Help Keep the Talent Pipeline Alive

Published April 28, 2021

Following up on last week’s article on the current state of high school and trade school graphic arts programs, what can be done to keep the pipeline of new talent flowing into the printing industry? Has anyone asked the teachers of high school graphic arts programs on the front lines? Here is a selection of responses to a query about what can be done from their perspective...and they had a lot to say.

Insight into the Dwindling Workforce Development Pipeline: Graphic Arts Teachers’ Perspective

Published April 21, 2021

Jeff White, director of development for the Print and Graphics Scholarship Foundation, solicited insight on the dwindling pipeline of skilled labor from the teachers of graphic arts programs at the high school level. The results reveal why printers can’t wait for someone else to fix the problem.

Direct Mail Campaigns Bombing? Could the Phone or Website Be to Blame?

Published April 14, 2021

Do you have a client who seems to be doing everything right in its direct marketing campaigns, yet its metrics are not what they should be? Before the client pins the blame on you, they might want to check two potential culprits that lie between the campaigns and the sale: the website and the call center.

What Is “More Sophisticated” Personalization, Anyway?

Published April 7, 2021

Who’s Mailing What! recently released its report “18 Direct Mail Trends for 2021,” with predictions from leading industry experts about what they are seeing on the horizon for this year. First on WMW!’s list is “more sophisticated personalization.” But what, exactly, does “more sophisticated” mean?

Content Is King: But Disconnects Kill Effectiveness

Published March 25, 2021

We all know that content is king. Connect with your audiences using the right content and you’ve got engagement, attention, and sales. But that’s if you are sending the right content, and one survey shows that in the B2B market, there is a disconnect between what buyers need and what marketers are sending—and a big one.

A Surprising Reason for More and Better In-Store Signage

Published March 23, 2021

There are lots of reasons to encourage your customers to beef up their in-store signage and displays. Great marketing. Safety and regulatory compliance during COVID-19.  But did you know that really good signage can also make your customers less price-sensitive?

Be Inspired: Mactac Gives Back...and You Can, Too!

Published March 16, 2021

Consistently, surveys show that giving back to the community increases a brand’s favorability among buyers. Never has this been more true than during the pandemic. That’s why stories like “Mactac Gives Back” resonate so deeply.

The Power of Social Media...on Packaging

Published March 9, 2021

Customer product reviews are a powerful tool in e-commerce, and positive reviews often make the difference between someone making a purchase or not. Those reviews are in the public domain, so why not use them in print marketing, too? This company did.

What Is an Identity Graph and Why Does It Matter?

Published March 4, 2021

What is an identity graph and why does it matter? In a nutshell, it is the “next generation” customer identity management. Think of it as marketing’s version of an FBI profile.

Nine Continuous-Feed Inkjet Webinar Takeaways

Published March 2, 2021

Takeaways from a recent webinar on assessing continuous-feed (CF) inkjet for your print operation.

Direct Mail Lessons from After Five Tuxedo Rental

Published February 24, 2021

A closer look at a case study from Postcard Mania with takeaways for other print providers about boosting their own direct mail business.

Why Customer Journeys Matter More During a Pandemic

Published February 10, 2021

Even if printers are not in the market for a new marketing automation system, tracking the new and updated features of available platforms provides insight into where marketing is going and what they (and their customers) need to watch, both now and in the future. One such change is the increased use of AI to speed and simplify the identification and understanding of customer journeys. As COVID-19 ramps up and consumers tighten their belts (again), the timing couldn’t be better.

Direct Mail Retargeting Goes Mainstream

Published February 3, 2021

Direct mail retargeting is starting to go mainstream. In this post, we look at some key supporting data for growth in the direct mail retargeting market and the approaches used by three printers offering these services.

Marketing Metrics Are Changing — And That’s a Good Thing

Published January 27, 2021

Gone are the days of evaluating campaigns largely in terms of response rate, conversion rate, and dollars per sale. When we read case studies, listen to webinars, and browse industry coverage, we see a wider range of marketing metrics being used than ever before. It’s no wonder that 90% marketers now see measurable results from their personalization efforts.

Survey: Changing B2B Buyer Expectations You Need to Know

Published January 20, 2021

The way B2B buyers make purchases is changing, and PSPs and their customers must change along with them. But it provides opportunity, as well. Results from the latest DemandGen “B2B Buyer Behavior Study.”

What Types of B2B Content Win You Data?

Published January 13, 2021

B2B buyers are using more pieces of content in their research than in prior years. This means more things you can print and distribute digitally for your customers. But exactly what types of content do they see as valuable enough to register for and for which they are willing to provide information about themselves and their companies?

Turning Pandemic Response into Long-Term Success: Lessons Learned from a Non-Profit

Published January 6, 2021

Many print companies have reinvented their business models and service offerings to overcome the challenges presented by the pandemic, but not every printer can develop a new proofing solution or create 100% automated, touchless production. But that doesn't mean that you can’t make changes that improve your ability to weather the pandemic and set yourself up for success. Heidi Tolliver-Walker offers some tips from an organization outside the printing industry.

Poll: Pandemic Is Fueling a Resurgence in QR Codes

Published December 16, 2020

Is the COVID-19 pandemic fueling a rise in the use of QR codes? Yes, and for a simple reason—they provide a safe, touchless way to communicate between businesses and their customers. We see this anecdotally, but data from a recent poll by MobileIron support this observation, as well.

Print Sales Calls: Who’s in Charge of the Conversation?

Published December 9, 2020

When a print buyer wants to know your sweet spot or equipment list of upfront, what is the right approach? Pivot the conversation to needs and solutions? Or answer the buyer’s questions?

Lessons in Success During the COVID-19 Pandemic (Part 2)

Published December 2, 2020

As it has become clear that the economic impact of the COVID-19 pandemic will be deeper and longer than many expected, printers have an important question to ask: What differentiates the companies that thrive during a recession and those that do not? In this Part 2 on this topic, we look at two additional examples of printing companies that have invested and innovated their way to success.

Lessons in Success During the COVID-19 Pandemic (Part 1)

Published November 18, 2020

As it has become clear that the economic impact of the COVID-19 pandemic will be deeper and longer than many expected, printers have an important question to ask: What differentiates the companies that thrive during a recession and those that do not? In this article, part 1 of two-part series, we look at the research and the first of three examples of printing companies that have invested and innovated their way to success.

Learning from Others’ Mistakes: Mailing Disasters from the USPS

Published November 11, 2020

When you get a chance to learn from someone else’s mistakes, take the opportunity while you can. In a document titled “Top 10 Mailing Mistakes,” the United States Postal Service offers four examples of mistakes in formatting and design that rendered the mail pieces of four real-life marketers unmailable.

A Tale of Two Informed Delivery Interactive Promotions

Published November 4, 2020

The U.S. Post Office’s Informed Delivery service offers a free interactive campaign feature. But just because it’s free doesn’t mean you shouldn’t think it through. It’s a great opportunity. Don’t waste it!

COVID-19 Spurs Proofing Innovation at Continental Web Press—and Wins New Business

Published October 28, 2020

When clients are used to traveling for press checks of color-sensitive documents, then a global pandemic severely hampers business travel, how do you continue to meet the needs of those clients? You create a brand-new proofing solution. At least, that’s what you do if you’re Continental Web Press.

The Question Print Sales People Must Be Prepared to Answer

Published October 21, 2020

A seasoned print buyer offers insight into what newly minted print salespeople often do wrong and what they need to do right instead.

How Buyer Behavior Changes in a “Shelter in Place” World

Published October 14, 2020

How is shopper behavior changing as a result of the coronavirus pandemic? How does that shape the channels you use and the positioning of your messaging? One survey provides some insight.

The State of Multichannel Marketing Year over Year

Published October 7, 2020

DemandMetric and PFL have released their 2020 “State of Multichannel Marketing” report, a survey of 600 marketers on their use of multichannel marketing and coordinated marketing efforts. This is the second year that the companies have paired up to conduct the research, so we look at some highlights of the year-over-year results.

How a New Generation of Print Buyers Impacts You

Published September 30, 2020

If you are engaging with print buyers, you know that the process looks very different from the way it used to. Just ask Maeghan Nicholson, marketing manager of Suttle-Straus, a large commercial printer just outside Madison, Wis. After a wide-ranging conversation about changes in the process, here are three takeaways.

When Marketing, Don’t Forget the Influencers

Published September 23, 2020

When you are helping your clients select the target audiences for upcoming campaigns, are influencers on the list? We hear more and more about “influencer marketing,” but how does it work? Should you be helping your clients do it?  

The Day an Infectious Disease Expert Became a Trading Card Celebrity

Published September 16, 2020

Dr. Anthony Fauci’s trading card is the TOPPS Company’s best-selling card of all time—and a product of the ruthless efficiency of the company’s production workflow. What lessons are there for the rest of the industry?

“Doing Good” During the Pandemic Pays Off in More Ways Than One

Published September 9, 2020

During times of crisis like the COVID-19 pandemic, consumers look to brands to provide leadership. It’s not enough to provide great products, great prices, and great service. Consumers are looking to brands to have a social conscience, as well. This look at statistics collected by Engage for Good provides a number of lessons for both printers and their customers.

How COVID-19 Is Changing Consumer Patterns—and Why Marketing Strategy Should Change With Them

Published September 2, 2020

Marketers are anxiously awaiting the world to “return to normal,” but what does normal look like? Even when consumers start buying again, there may be radical changes in product categories, segmentation, and product positioning that will outlast the pandemic. Do your clients know what they are? Are they prepared to adjust to them?

Peek Inside Salesforce.com’s “State of Marketing Survey” (Sixth Edition) and the Challenges It Paints for Marketers

Published August 26, 2020

Growing data repositories, fractured data management, and the need for automated solutions to extract actionable insights are among the top challenges seen in the data of Salesforce.com’s sixth annual “State of Marketing Survey.”

Marco Boer of IT Strategies on How the Pandemic Will Drive Inkjet Growth

Published August 19, 2020

Conversation with Marco Boer, vice president of IT Strategies, about the changes in production being driven by the pandemic, including the impact of the cost of paper on hardware selection.

Software Makes Personalization Easy...But We Still Have to Think

Published August 12, 2020

Just because certain types of personalization have become easier to implement doesn’t mean that the human element isn’t important. On the contrary, it’s more important than ever. Software makes it easier to spit out “personalized” documents, but the people behind those documents still have to think. 

What Buyers Want From Brands...Right Now

Published August 5, 2020

As the U.S. economy begins to gradually reopen, marketers are wondering what consumers are thinking. Do they intend to return to shopping as normal? Are their feelings about their favorite brands changing? How do they want marketers to interact with them in these new and changing times? An April 2020 survey from Influence Central provides some insight.

Data Doesn’t Help You If You Don’t Understand or Trust It

Published July 29, 2020

Most companies understand the value of data in driving their marketing campaigns. The problem is, most marketers don’t understand or trust the data they have. In fact, when data contradicts preconceived beliefs—the very time data is most important—companies often dismiss the data and go with their guts instead. So what good is it?

Multi-Touch Billboards? Interesting Idea from DuckDuckGo

Published July 22, 2020

Multi-touch campaigns aren’t just for direct mail and email anymore. Internet search company DuckDuckGo is using the power of coordinated billboard messaging to communicate a more complex message than we typically see on billboards and taking OOH messaging into new territory.

Is It Time to Stop Talking About “Millennials”?

Published July 15, 2020

Today, Millennials outnumber Boomers in the US population, and Millennials and Gen Zs are said to account for more than one-third of the workforce.  When we are talking about Millennials, we are talking about us. Is it time to start talking about Millennials differently?

Five (No or Low-Cost) Ideas for Turning Downtime into a Path to a Stronger, More Profitable Business

Published July 8, 2020

Your print shop is still open and you don’t want to lay off or furlough employees unless you have to, but the work isn’t flowing in like it was. How can you justify keeping them on? One of the answers is to see this as an opportunity to invest in strategies that will pay off in an even stronger, more profitable workplace for everyone long term.  Here are five ideas for starters.

Funny Marketing Fails NOT to Try Yourself

Published June 24, 2020

It’s been a long, difficult road recently. Time for some levity...and some actionable marketing lessons thrown in as a bonus. Here are some marketing fails you don’t want to try yourself.

Survey: Highlights on the State of Digital Packaging

Published June 17, 2020

Highlights from “Digital Packaging: The Time Is Now!” (Napco Research) with a focus on changes in attitudes toward digital packaging and how technology is no longer the limiting factor in adoption.

Want Job Opportunities? Create Them!

Published June 10, 2020

Part two of Heidi Tolliver-Walker’s interview with Arnie Kahn, president of PrintLink, a job placement service for the printing industry, about opportunities in a post-COVID-19 environment. Kahn describes opportunities for the right candidates to make lateral moves into new areas, such as changing market verticals or applying skill sets to new printing sectors.

Got Emotional Connection? Then You’ve Got Profits

Published June 3, 2020

What is the secret to keeping customers from switching to a competitor with lower prices, faster curbside pickup, or a coupon that drops at just the right time? Motista, a provider of predictive intelligence, thinks it has the answer. Customer affinity. A look at the conclusions and data from its two-year study.  

QR Codes: Sorry, Folks...They’re Back

Published May 27, 2020

Anecdotal evidence suggests that QR codes may be on their way back. In a recent post, I gave two examples of where QR codes should have been and weren’t, and now I’m going to give two examples of where QR codes weren’t, but now they are and why.

Survey: Problem-Solving Is Great, But Making Money Is Better

Published May 20, 2020

A look at the conclusions from “Market Trends 2020,” a new report from Chief Outsiders, a network of top CMOs. The bottom line: We have become accustomed to marketing being driven by buzzwords like “customer engagement” and “focus on the customer,” but those things now must be tied to real, measurable company growth.

If It’s About CX, Why Aren’t We Doing This?

Published May 13, 2020

If customer experience is king, then maybe we need to stop making fun of QR Codes and take them more seriously, especially with the growing reliance on cellphones for both in-home and out-of-home interaction and with so many situations in which AR and NFC just aren’t practical. Two lost opportunities for customer engagement tell the tale.

5 Reasons the COVID-19 Lockdown Is a Great Time to Send Mail

Published May 6, 2020

I recently interviewed an executive at a large print shop, and in that conversation, we discussed the role of direct mail during the COVID-19 pandemic. With direct mail becoming increasingly sophisticated and printers investing in both printing and finishing equipment that enables more creative pieces, we discussed how now is actually a great time to be sending mail.

When It Comes to Packaging Sustainability, It Takes a (Business) Village

Published April 29, 2020

Consumer attitudes toward packaging are changing. Even as packaging becomes more upscale, more marketing-oriented, and more engaging, consumers exhibit growing wariness about its environmental impacts. What is the industry doing about it?

COVID-19’s Impact on Hiring and Placement: An Interview with Arnie Kahn of PrintLink

Published April 22, 2020

Printers are considered essential businesses. Are they still hiring? How is the COVID-19 pandemic impacting placement for essential printing jobs? Arnie Kahn, president of PrintLink, provides some insight.

More “Worst Ever” Direct Mail Stories

Published April 8, 2020

Fun collection of direct mail fails that represent the kind of classic mistakes we see on a regular basis. While these examples are funny, there is a serious message behind them. Know your direct mail fails... and don’t let your clients repeat them!

What’s COVID-19’s Long-Term Impact on Mail?

Published April 1, 2020

What will be the long-term impact of the COVID-19 lockdown on the printing industry? There are three possibilities: It will shift even more communications to digital channels as marketers reduce their direct mail spend during the lockdown and keep it that way; direct mail volume will remain unchanged; or direct mail could see a resurgence as marketers and their customers develop a newfound appreciation for the channel they’ve been missing.

Got a 3D Printer? Save a Life

Published March 25, 2020

As the world reels from the impact of the coronavirus and the increasing scarcity of critical medical equipment like masks, gloves, and ventilators, the 3D maker community is stepping in to do its part. Do you have a 3D printer? Join the movement.

Marketers Aren’t Always Using the Most Effective Channels, Even When They Know What They Are

Published March 18, 2020

According to new research from Printing for Less (PFL) and Demand Metric, marketers are not always using the most effective channels, even when they know what they are. Instead, they use the channels they know and are most familiar with. A look at some intriguing data on channel use and channel effectiveness, including types of direct mail.

Which to Choose: Natural Language or PR Speak?

Published March 11, 2020

How we speak to our customers matters. Are you using natural language or that “PR speak” that investors love but that causes the average person to tune out?  

The Impersonal Personalized Letter

Published March 4, 2020

Today I received a marketing letter that was an interesting twist on the use of faux handwriting to make a communication feel more personal. But instead of the handwriting being on the front, it peeked through a window on the back.

Neiman Marcus Shines a Spotlight on OptiChannel Marketing (Yes, Opti, not Omni)

Published February 26, 2020

A short case study from Neiman Marcus that includes direct mail shines a spotlight on the importance of a term we don’t hear much anymore, but maybe we should revive—optichannel marketing.

We Know Martech Works—Here’s Proof

Published February 19, 2020

According to new research, marketing technology does more than make marketing automation easier.  It results in higher response rates and higher ROI. A look at a study from Printing for Less (PFL) and Demand Metric.

Lessons from Resonate’s “State of the Consumer” Report

Published February 12, 2020

Reports like Resonate’s “State of the Consumer Report” provide valuable insight into buyer types and how to understand and segment them in ways that help you develop great targeted copy. But before you can develop personalized or targeted content, there is a more fundamental question to ask. Once this question is answered, your targeting and personalization efforts will have maximum success.

Marketers Are Starting to “Get” the Real Benefits of Personalization

Published February 5, 2020

According to data from Evergage/Research International, marketers are starting to “get” one of the most fundamental values of personalized experiences. Yes, personalization drives immediate sales, but more importantly, it creates better customer experiences and higher customer loyalty, which drive better ROI over time. The shift from a short-term to a long-term perspective is great news for everyone producing personalized campaigns, whether they are doing online personalization or not.  

New Insight into Why Targeting Works

Published January 29, 2020

When we think about creating relevance in marketing communications, we think about personalizing based on traditional factors such as demographics and past purchases. But the principle of “liking” adds another useful dimension to the equation.

Want More Donor Revenue? Write a Better Thank You Letter

Published January 22, 2020

Data insights and expert testimony tell a powerful tale: a nonprofit’s “thank you” letter matters more than many people might think. Get it right and donors feel great and are motivated to keep giving. Get it wrong and they disconnect. So get it right!

Creative Ways to Market in Print You Probably Haven’t Considered

Published January 15, 2020

Collection of print case studies showcasing how print can be used in ways that most of us have never considered. While many case studies showcase the high-end “most clients can’t afford this” kind of possibilities, these show the use of simple, traditional techniques in ways that make you stop and say, “I wish I’d thought of that!”

CMO Council Survey: Channel Choice Matters

Published January 8, 2020

To find out what consumers really think about channel preferences, the CMO Council surveyed 2,000 consumers in English-speaking countries across the world. The takeaway? Understanding, tracking, and responding to consumers’ channel preferences has never been more important.

10 Industry Changes That Make Me Grateful

Published December 18, 2019

Looking back, the industry has changed considerably in 20+ years. Here is a list of 10 changes for which I am grateful. How about you?

Basic Personalization Isn’t Enough Anymore

Published December 11, 2019

Where are retailers along the curve of personalized marketing? What is the ROI? What works and what doesn’t? These were some of the questions Liveclicker wanted to answer with its report “Driving Value with Advanced Personalization.”  The takeaway? Basic personalization isn’t enough anymore.

Trends in Digital Video Advertising

Published December 4, 2019

Round-up of digital video advertising trends and top-line data on the digital video advertising market.

Before-and-After Shots Show Anti-Greenwashing Efforts Are Working

Published November 27, 2019

Two Sides North America has been on a campaign to remove greenwashing. Here’s visual evidence that it’s working.

Survey: Consumers’ Willingness to Give Up Personal Data is Waning

Published November 20, 2019

In the past, surveys have shown that people are willing to provide their personal data in exchange for personalized experiences, but new research from the Advertising Research Foundation (ARF) shows that this willingness is changing. What’s going on?

Do Consumers Love QR Codes and Just Don’t Know It?

Published November 13, 2019

What happens when you show people they can save time by holding their phones up to a black-and-white graphic and connecting directly to a website? I’m having the opportunity to watch it happen in real time.

3D Printing: Taking It to the People

Published November 6, 2019

A 3D print shop displaying at a local art fair? Why not? Isn’t that where many of its customers are?  

Survey Looks at Adoption of Augmented Reality

Published October 30, 2019

Will augmented reality finally gain widespread adoption in print and digital marketing communications? When will it move beyond enterprise applications, gaming, and social media? To find out, ARtillry Intelligence worked with Thrive to survey 2000+ U.S. adults.

Promotional Products May Offer More Luxury Than You Think

Published October 23, 2019

When you think of promotional products, what comes to mind? Branded hats and pens? Tote bags? Many printers may not see these items going with their clients’ high-end image, so they may not give these complementary offerings a fair shot. But promotional items can also include high-end luxury items used for C-level executives, influencers, and corporate events. Some, like this company’s products, even offer the trendy element of sustainability.

What Are the Ethics Behind Direct Mail Trickery?

Published October 16, 2019

If you want to grab immediate attention with direct mail, make the mailer look like something other than a traditional letter. Mailers often use envelopes designed to look like USPS Priority Mail, Air Mail, or UPS or FedEx packages. But do some efforts cross the line?

Hey, There’s a Real Person Behind Those “Love Mail” Numbers

Published October 9, 2019

Sometimes we forget that there are real people behind the direct mail data. Last summer, I got to put a face to a data point. It made me wonder, “Now what?”

Fresh Data on the Adoption of Personalization in Direct Mail

Published October 2, 2019

NAPCO Research has released a new report on the use of personalization in direct mail. The report finds that marketers are evenly splitting their campaigns between personalized, segmented, and mass mailing approaches and that highly personalized campaigns are seeing increases in response rates up to 17% in certain market verticals.

Marketing Lessons from Top Retailers vs. Fastest Growing Ones

Published September 25, 2019

Study by Iterable looking at the marketing strategies of “top retailers” vs. “fastest growing retailers” during the two-week period between Black Friday and Cyber Monday. The results? The fastest growing retailers were more focused on “near sales,” less likely to send promotional emails, more likely to re-engage abandoned cart shoppers, and less likely to use multiple channels to do it.

Gimmicks or No Gimmicks? The Challenge of Email

Published September 18, 2019

Are “magic” subject lines really magic? Or are they only magic for certain people? Are you tracking who is responding to which? If you know which customers respond to which tactics, you’re way ahead of the game.

Small Business Goals, Challenges, and Marketing Tactics

Published September 11, 2019

According to the Small Business Administration, 89.0% of all businesses in the United States have less than 20 employees. What are the primary goals, challenges, and marketing tactics of these companies? This survey from Taradel provides some insights.  

Got Sustainability? PebblePost Says Print Does!

Published September 4, 2019

Usually, when a printer has a sustainability page on its website, the page talks about things like carbon emissions, tree planting, or use of environmentally certified papers. But PebblePost has a sustainability page, too—but it is talking not about consumables and energy use, but how its trigger-based direct mail programs, in themselves, are environmentally friendly. This is a great model for presenting direct mail as an environmentally friendly option that can help marketers meet their sustainability goals.

How Are Consumers Engaging with Digital Content?

Published August 28, 2019

Highlights from 2019 Adobe’s Brand Content Survey, including consumers’ daily digital content usage, usage of multiple devices, and some head-scratching data on their attitudes toward personalization.

Transpromo Messaging: More Likely to Be Seen in Print

Published August 21, 2019

Are your clients buying into the paperless billing trend? If so, this survey from Consumer Action shows that they might want to think twice, especially if they are doing transpromo messaging.

Takeaways on Triggered and Automated Direct Mail

Published August 14, 2019

Takeaways from a recent webinar on triggered and automated direct marketing, both from a high-level technology perspective and from the perspective of a mid-sized printer producing real programs every day.

What Neuroscience Can Tell Us About Why Magazine Ads (and All Good Print Marketing) Work

Published August 8, 2019

Highlights from the white paper “What Can Neuroscience Tell Us About Why Magazine Advertising Works?” Published by the Magazine Publishers Association, the white paper synthesizes years of neuroscience studies on why people understand, recall, and are better motivated by information provided in print rather than digital.

Areas Where Only Print Can Reach (Still)

Published July 31, 2019

We have been hearing for a while that 24% of Americans in rural areas still have no access to broadband, making print critical for marketers looking to reach those areas. This isn’t just a small pocket here and there. There are entire communities, even cities, without broadband access, where only traditional channels like print can reach.

Are You Walking the Customer Retention Walk with Your Customers?

Published July 24, 2019

Whether it’s a print business or any other type of business (such as your customers’ businesses), retaining customers is critical. But knowing how important it is and being able to develop and execute an effective strategy are two different things. Here are five tips you can use to guide your customer retention strategy, as well as your customers’.

Is Heavier Weight Paper Worth It? This Study Says Yes

Published July 17, 2019

Last week, I posted a list of links to neuroscience studies showing the power of print over digital in many areas, including content retention, recall, and willingness to buy. One of those resources contains a reference to a 2015 study that is often overlooked. The study looks not just at print vs. digital, but the weight of the paper, as well. If you are not familiar with this study, you should be.

Neuroscience and Print: Compiled List of Links

Published July 10, 2019

Print and digital communications both have their strengths, but when it comes to comprehension and recall, studies consistently show that information communicated in print is more deeply embedded, recalled with more detail, and creates a more powerful emotional engagement than digital. Here is a compiled list of links on studies on the neuroscience of print, or how our brains respond to print vs. digital communications, listed in chronological order of publication.

Survey: Multichannel Marketing from a Small Business Perspective

Published June 26, 2019

How are small businesses implementing multichannel marketing? What role does direct mail play in those strategies? Taradel decided to find out. This article takes a look at some key findings and takeaways.

Study: Direct Mail Shoppers Are More Engaged, Spend More

Published June 19, 2019

Research from Pebble Post/Murphy Research finds that direct mail shoppers are highly engaged and spend, research, and evangelize more than non-direct mail shoppers. What’s behind this behavior? A look at the data from Pebble Post, as well as others.

Putting Numbers to Direct Mail’s Ability to Drive Purchases

Published June 12, 2019

In concert with Pebble Post, Murphy Research released a study that puts data to what we intuitively know but can’t always document: that direct mail drives purchase consideration and plays a central role in the path to purchase. These are good numbers to have!

Looking to Combine Print with Social? Check Out These Data

Published June 5, 2019

This article looks at the data from Merkle’s “Digital Marketing Report” (Q1 2019). Specifically, it looks at growth (or lack thereof) in ad spending and impressions for the top social media channels.

Study: “Nudge” Customers into Going Green

Published May 29, 2019

Printers have become accustomed to incentivizing customers to use environmentally friendly consumables by minimizing the cost difference from non-green versions. But a new research study shows that this approach may be counter-productive. Would charging more for a “green marketing package” actually increase your customers’ green purchasing intent? This study suggests that the answer is yes.

Do You Have Your “Do Good” On?

Published May 22, 2019

Doing good has become good business practice. We not only see it in action, but the research bears it out, too.  Fortunately, we are seeing printers taking up the mantle and investing in various areas of social responsibility, cementing customer relationships and (hopefully) creating positive peer pressure to do the same.

Is In-App Use the Future of QR Codes?

Published May 15, 2019

Is in-app use the future of QR Codes? As in, not a QR Code app, but someone else’s app? Maybe this explains research that shows that QR Code use is increasing.

A Conversation About Web-to-Print With Slava Apel, Founder of Amazing Print

Published May 9, 2019

If today’s online storefronts and web-to-print workflows don’t look anything like they used to, there’s a reason. The software has advanced leaps and bounds from where it was even a few years ago. This interview with founder and CEO of Amazing Print Tech Slava Apel reflects how the technology is changing...and how it is changing those who use it.

Lesson from the Cracker Jack Box: Let’s Use AR Responsibly

Published May 1, 2019

Even as the technology and implementation of augmented reality races forward at blazing speed, many marketers are still stuck in the past. As a result, and as illustrated by my recent experience with the prize in a Cracker Jack box, it hurts the entire industry.

Survey: Does Color Variation Matter as Much as We Think?

Published April 24, 2019

Heidi Tolliver-Walker summarizes Eddy Hagen’s recent study on the impact of product packaging damage and color variation on consumer purchases. Hagen’s surveys always challenge our assumptions, and this one is no different. The conclusion? Color variation isn’t as important to consumers as it is to the rest of us.

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.

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. 

Millennial Marketer: “I Don’t Use QR Codes”

Published April 25, 2018

If anyone is using QR codes, it’s Millennials, right? If anyone understands the value of QR codes, it’s marketers. So why doesn’t this Millennial marketer use them? Read on to find out.

How Is Your Mobile Competency?

Published April 18, 2018

Mobile Internet usage continues to grow, including the percentage of users who are mobile-only. Consequently, multichannel marketing strategies must incorporate the full mobile experience. Is your mobile competency keeping pace? Read on to see.

Rarity: Another Reason (Good) Personalization Works

Published April 13, 2018

Despite all the talk about personalized mailings, how often do any of us really receive relevant data-driven direct mail? Is the rarity of truly personalized mail part of what makes it effective?

Two Reasons This QR Code Should Work—and One That Makes It Fail

Published April 4, 2018

We love to hate QR Codes, right? But it’s not the codes themselves that are working against near unanimous consumer adoption. It’s the often rookie mistakes made by marketing departments. Are you letting your customers fail at QR Codes unnecessarily?

Go, NextPage! Congrats on a Great Self-Promo Campaign Demonstrating the Value of Combining Social Media, Video, with Direct Mail

Published April 2, 2018

If MSPs want to convince their clients of the value of multichannel marketing, they must be willing to use it to promote their own businesses. That’s why I was excited to see NextPage launching a really fun campaign combining direct mail, email, video, and social media, along with a targeted digital ad buy.

Are You Distinguishing Between Macro and Micro Conversions?

Published March 20, 2018

Are you helping your clients track both micro and macro conversions? If not, you’re losing opportunities to understand not just what works and what doesn’t, but why.

Epsilon: Personalization and the Power of Me

Published March 13, 2018

Epsilon’s study “The Power of Me” is a terrific data dump for those looking for insights to help their customers justify moving to—or increasing their use of—personalization. Here are some key takeaways.

Interest in Print Retargeting Growing?

Published March 5, 2018

Is interest growing in retargeting with print? Here are some reasons the answer is yes.

Growing a Boarding Business with Print

Published February 28, 2018

What happens when a lifelong print industry account executive starts an entrepreneurial venture? An instructive look behind one entrepreneur’s marketing that includes Facebook, word of mouth, and print.

Sound Off! Why Do You Love Print?

Published February 23, 2018

As an industry, we fiercely defend print because our livelihoods depend on it. But we love it, too. Professionals from around the industry share why they are print nerds. How about you?

Could User-Generated Content Benefit Your Print Business?

Published February 21, 2018

Could user-generated content be a key to selling print? A new survey suggests some intriguing possibilities.

How Fogg’s Behavior Model Brings “Simple” Back to Marketing

Published February 14, 2018

Are we over-complicating marketing strategy? With so many techniques competing for dominance, it’s easy to forget that sometimes the simple things work, too. This post looks at Fogg’s “behavior model,” which can help your clients keep it simple...and successful.

If Print Is So Powerful, Why Do Multichannel Marketing Studies Ignore It?

Published February 7, 2018

If the benefits of including print in the marketing mix are so clear, why is print regularly shut out of the multichannel marketing studies and discussions in the larger world of marketing? Is it simply because digital channels are easier to track? Or is it something else?

IKEA Uses Print to Create a New Motivation to Buy

Published January 29, 2018

Peeing on a print ad may sound strange at first, but it's a brilliant use of print to accomplish something that is very difficult to do - create a powerful new motivation to buy.

In 2018, Take Print Where Digital Can't Go

Published January 24, 2018

Much has been written on the benefits of print and how we can help it compete for marketing dollars against digital marketing. But why try to compete at all? In 2018, why not capitalize on the capabilities of print that digital marketing cannot replicate?

Two Sides Video Ties Sustainable Forestry to Real People

Published January 16, 2018

In this industry, we like to talk about the value of paper to connect with audiences and engage them in a way that digital content does not. What we don’t spend as much time talking about is how consuming forest-based products like paper benefits real people, real families in our communities, and actually improves the environment, too.

Salesforce.com Releases Fourth Annual “State of Marketing”

Published January 15, 2018

This post provides five critical takeaways from Salesforce.com’s “Fourth Annual State of Marketing” report that paint a very different picture of the marketing landscape than a few years ago. MSPs need to be prepared for significant retooling.

Heating Up: Retargeting with Direct Mail

Published January 8, 2018

Retargeting isn’t just for digital campaigns anymore. Companies are coming up with innovative solutions for retargeting lost website customers with snail mail, as well.

More Reasons to Focus on Print-to-Mobile

Published December 14, 2017

With the exploding growth in e-commerce, the ability to prove print’s value as a primary driver of online activity becomes increasingly important. This includes m-commerce, which is growing even faster than e-commerce in general. This makes investment in print-to-mobile technologies a must.

Looking at Consumer Trends from a Channel Perspective

Published December 12, 2017

Are you reaping the benefits of free consumer trends reports to benefit your client base? If not, you are leaving opportunity to help your clients refine their targeting, improving their messaging and channel mix, and better understand the competitive landscape.

Do We Need to Move Beyond the Terms “Prepress” and “Workflow”?

Published November 27, 2017

As an industry, have we moved past the terms “prepress” and “workflow”? Are they too broad to provide any significant benefit to the industry discussion? There is an argument to be made that it’s time to break up the process and discuss it in terms of its discrete elements.

Want Better Marketing? Study Says: Automate It

Published November 21, 2017

A new report from eMarketer looks at the growing use of marketing automation to help marketers better manage their marketing consistency and effectiveness across channels. Data is drawn from third-party data over the multiple years. The results beg the question: What are the implications for MSPs and print?

Are You Using Call Tracking to Prove Direct Mail ROI?

Published November 13, 2017

Call tracking provides vital insight and marketing intelligence to help clients optimize their marketing channels, messaging, and focus. This post takes a look at how three clients benefited from using call tracking to prove and optimize the value of their direct mail.

Where Does Print Fit into Your Clients’ Customer Journeys?

Published November 2, 2017

Are your customers mapping their customer journeys? If so, those journey maps can provide critical insights into where your customers are using their channels well and where opportunities are being missed. These insights can help you help your customers while also getting a greater share of wallet.

Apple iOS 11 Natively Supports QR Codes

Published October 13, 2017

Apple’s new iOS 11 natively supports QR Codes. This means consumers no longer need to download a QR Code reader, know how to use it, or even know what a QR Code is in order to access content.

What Do Crab Cakes and Databases Have in Common?

Published September 27, 2017

What do the failed launch of the McDonald’s crab cake sandwich and databases have in common? If you don’t know your audience, it doesn’t matter what you’re marketing or the tools you use to do it. It’s going to be an epic fail.

Direct Mail 2.0: Connecting Print with Online and Facebook Advertising

Published September 22, 2017

Companies are making it easy to combine direct mail with Facebook, so here’s why it matters. This post takes a closer look at DirectMail 2.0, which combines direct mail advertising with call and mail tracking, as well as ad retargeting through the Google network and Facebook.

High-Speed Inkjet: Have We Seen All This Before?

Published September 13, 2017

The old adage goes: Those who do not know history are destined to repeat it. As we look at the adoption of high-speed inkjet, both the technology and the applications, are we seeing history unfold ... again?

Heading into the Cloud at Print 17

Published September 10, 2017

Are you ready to think about how your operation can start taking advantage of the cloud? It’s an inevitable evolution as everyone seeks to produce higher quality, push through higher volumes, and manage more workflows using the same staffing and resources.

Digital Channels Showing Highest Growth: But What About Integration?

Published September 8, 2017

What is the current state of marketing? A just-released survey from Salesforce provides insights into digital channel growth, along with the current state of integration. The takeaway for MSPs? If you haven’t invested in marketing automation, it’s time to take a closer look.

What Facebook Insights Can Teach Us for Direct Mail

Published August 29, 2017

Want to help your customers improve their direct mail marketing? Help them market on Facebook. Here’s how you can use insights from Facebook’s business pages to introduce your clients to demographic targeting — for free — and enable them to reap the benefits.

Takeaways from the 2017 Social Media Marketing Report

Published August 25, 2017

Printers may not yet be fully comfortable with social media marketing, but it’s critical that they understand the basics. Here are the primary conclusions of “2017 Social Media Marketing Industry Report” just released by the Social Media Examiner to help in that effort.

Business Lessons after the Storm

Published August 22, 2017

As we ramp up to Print 17, three lessons from trees felled in a ferocious storm provide business lessons we can all learn from. Strength of foundation, flexibility, and integrity keep your “tree” upright under changing and challenging business conditions.

Are You Ready for Emojis in Marketing?

Published August 18, 2017

Emojis have become an integral part of today’s communication. If you want to communicate in the language of your customers, like it or not, you need to think about integrating emojis.

Wide Formant and Packaging are "Digital Proof" But But Where are the Real Opportunities for Printers?

Published August 15, 2017

You can’t protect an iPod in a digital box and you can’t replace vehicle wraps with email. Sure, there is some encroachment of digital technologies on the sign and banner industry, but there are limits based on the role that these products play. This article looks at some of the statistics on the current state of these two industries.

Opportunities and Challenges in Life Stage Targeting

Published August 3, 2017

Life stage targeting takes advantage of a powerful truth in consumer marketing—for the most part, consumers are creatures of habit, and the times they are most likely to make major purchases is during times of transition. Understanding and tapping into those transitional times is where life stage marketing comes in.

Opportunities and Challenges in Lifestyle Targeting

Published July 25, 2017

When personalizing marketing communications, it’s easy to default to demographic targeting, which tends to be straightforward and easy to understand. But lifestyle targeting crosses demographic lines and offers new levels of opportunity that can be explored.

Demographics Less Traveled

Published July 19, 2017

When it comes to targeting customers, most marketers think about demographic data, such as age, income, gender, and lifestyle. A recent white paper from AccuData lists some less common demographics that may be easily overlooked but that can add a richer dimension to your marketing.

Do You Know the Four Types of Mail Behaviors?

Published July 12, 2017

According to the USPS, consumers’ “mail behavior” generally falls into one of four categories: sorters, scanners, weak habits, or skimmers. Each category has a different generational makeup, and it may not be what you expect. Knowing what category your customers tend to fall into can help you develop mail that resonates.

What Makes Mail “Interesting”?

Published July 5, 2017

85% of people will open mail if it “looks interesting.” But what makes mail “interesting”? While we tend to talk about the elements of direct mail in isolation, the reality is, it’s not one element or the other—but a combination of elements whose results are multiplicative rather than additive—that make mail interesting. It’s important to get that combination right.

A Look at 3 Great QR Code Applications

Published June 28, 2017

Even with AR/VR on the rise, QR Codes are still very much an important and functional tool for marketers. This blog takes a look at three recent and well-crafted uses of QR Codes.

Marketing Mix Trends 2010-2016: Winners and Losers

Published June 16, 2017

Highlights from Target Marketing’s annual Market Mix Trends report, including trends in direct mail (both personalized and traditional), FSIs, email, online search, and mobile.

What Google Trends Has to Say About QR Code Searches

Published June 9, 2017

QR Codes have been trending. What does a deeper dive into online search data tell us about interest in QR Code adoption and usage? What market categories show the greatest curiosity? Here’s a look at what Google Trends has to say.

No Time for Automation? Try Lean

Published May 30, 2017

You may not be able to make a commitment to implement full workflow automation, but this does not mean you should write off workflow efficiency gains entirely. Why not try going lean instead? This printer did.

Where’s the Workflow?

Published May 22, 2017

Despite all the talk about the need for automated workflow, printers are still not rushing to invest in these solutions. How long can they hold on to fractured and inefficient workflows without this becoming a serious liability?

QR Codes Growing in Use for Mobile Banking and Payments

Published May 5, 2017

Even as people continue to hate on QR Codes, we see them popping up in more and more places, including mobile banking and payments. This article takes a look at three places we regularly see QR Codes in the world of mobile payments and why we should pay attention.

Proof That Adding Images Improves Conversion Rates

Published April 19, 2017

Intuitively, we know that adding images to direct mail, displays, and wide-format graphics adds grabs attention, but these statistics from real-life campaigns show that adding images does more—it actually improves conversion rates.

Are You Promoting Event Marketing?

Published April 10, 2017

A look at the benefits of event marketing and why printers should be promoting their ability to offer event marketing support.

Good Data, Bad Personalization

Published April 6, 2017

This article looks at the missed opportunities of a data-driven mailer created by a top brand and encourages readers to ensure that their own clients use data in a way that is effective rather than simply elevating the cost of a piece unnecessarily.

Do You Know Where Your QR Codes Are?

Published April 4, 2017

When adding QR Codes to printed materials, it’s critical to understand where they are being placed (and whether they are even scannable) as much as it is why they are being used and the content to which viewers are being driven. Examples of where not to place QR Codes if you want people to scan them.

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?

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

VDP: Is the Message Finally Getting Through?

Published May 25, 2007

Taking the Pulse of the Industry

Published March 16, 2007

Are Creatives Having a Major VDP Attitude Change?

Published February 14, 2007

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

Published December 13, 2006

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

Published December 6, 2006

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

Published August 30, 2006

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

Published July 20, 2006

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

So Much for Your Snooty Dots: When it Comes to Proofing, Creatives Say They’re Happy with Inkjet, PDF, and Remote

Published June 14, 2006

Under-the-Radar Small Shops Know What They’re Doing When It Comes to Digital Print: Are You Paying Attention?

Published June 7, 2006

What Was That? Copiers for VDP? Copiers? You Betcha!

Published March 27, 2006

VDP Shows Sharp Growth Over Six Months - with a "Stunner" of a Finding about the Output Method of Choice

Published March 14, 2006

Computer Integrated Manufacturing: Are We “OverCIMplifying” the Definition?

Published March 8, 2006

What We Can Learn From Changing Purchasing Patterns in Stock Images

Published January 26, 2006

Digital Printing: It's Mainstream, Baby!

Published November 17, 2005

FREE: Binding & Finishing Gems for the POD Environment Part 2

Published October 3, 2005

FREE: Sun Chemical: New Ink Stays Open on Press Indefinitely, But Dries in Minutes - No VOCs

Published September 20, 2005

FREE Binding & Finishing Gems for the POD Environment Part 1

Published September 12, 2005

Laminates That Protect Against Germs? What WILL They Think of Next?

Published September 12, 2005

FREE: Binding & Finishing at Print 05: Harbingers of POD Market Maturity? Part 2

Published September 7, 2005

FREE: Binding & Finishing at Print 05: Harbingers of POD Market Maturity? Part 1

Published September 6, 2005

Web-to-Print Vies for VDP Pie

Published August 22, 2005

The Competitive Environment for Packaging

Published July 8, 2005

Need a Crystal Ball? Use the Numbers!

Published June 22, 2005

FREE Patching, Fixing, and Plugging In: AIIM/On Demand Is About Fixing the Gaps

Published June 1, 2005

FREE Finding the Finishing Gems

Published May 31, 2005

FREE U.K. Binding and Finishing Supplier Debuts at On Demand

Published May 26, 2005

FREE Finally! Bye-Bye Sapphire Coating...And It Works

Published May 20, 2005

FREE Have You Minded the Gap?

Published May 19, 2005

FREE: Digital Book Production: Time to Be Bumped to the Top Shelf?

Published May 12, 2005

FREE: On Demand Mantra: “No More Excuses!”: Time to Digitize the Bindery

Published May 10, 2005

Variable Data Printing: The Real Scoop

Published March 25, 2005

Finally, the VDP Data Are In!

Published February 25, 2005

Back to the Good Ole’ Days

Published February 3, 2005

Are Digital Cameras Impacting the Stock Image Market?

Published December 13, 2004

Where Has All the CIM Gone?

Published September 23, 2004

Are You Overlooking Large-Format?

Published September 8, 2004