Cary Sherburne: Hi, I'm Cary Sherburne and Senior Editor at WhatTheyThink.com and I'm pleased to be here with my colleague and fellow WhatTheyThink contributor Barb Pellow. It's great to see you.
Barb Pellow: Well thanks Cary.
Cary Sherburne: Do we want to talk about how many years we've known each other no? Too many, but anyway, you know, we've been talking for quite some time now about transpromotional printing. In fact, you've been kind of a thought leader in that area. Maybe you can tell us what you think the latest kind of trends are in that area of using transactional documents for marketing purposes.
Barb Pellow: I think the big thing in today's market is really working to engage the consumer and for the first time what we're seeing are the transaction documents actually being blended with things like SMS text messaging and quick response codes so that you engage that customer in immediate call to action. Our view is that, that's very, very important as we look at going forward with a always on, always engaged consumer base.
Cary Sherburne: Okay and so when you talk about, you know, for example QR codes so when I get my bill I might see a QR code on there and I can just -- not with this phone but snap it -- snap the QR code it takes me --
Barb Pellow: Yeah and what we're finding is that when I snap that QR code there are a number of things people are doing today. One of them is I can click on a QR code to get maybe more information about a service offering. It can actually even link to a YouTube video. On the text side, what we're seeing is that people will do engaging offers and say text to win some kind of a free offer. The value to that statement provider is all of a sudden he starts building up that mobile database which becomes pure gold.
Cary Sherburne: And so are you -- do you think that -- and then also, you know, the other thing we have in the transactional business is the move to online, so this works also with online as well as printed.
Barb Pellow: Exactly. I can use in fact that QR code, that text message -- text messaging to encourage that customer to move into an engaging online relationship with me.
Cary Sherburne: But also just presenting the document online?
Barp Pellow: Right.
Cary Sherburne: Yeah. So that's great. It's a really exciting area and I know that you've been involved in several conferences and trying to bring the marketers, the printers, the agencies together because it takes that whole universe --
Barb Pellow: Exactly.
Cary Sherburne: It takes a village as someone said.
Barb Pellow: There you go.
Cary Sherburne: Alright, thanks Barb.
Barb Pellow: You bet.
The Challenges of Managing Color in a Global Supply Chain at Canadian Tire Retail
Published: January 19, 2017
Angela Stone, Manager of Packaging Optimization at Canadian Tire Retail, is responsible for all of the private label packaging that is used for the wide range of products it offers. It covers all types of packaging, from folding carton to flexible to sewn-in labels. She talks about how she handles color management across this disparate array of packaging applications.
What PDF 2.0 Will Mean for the Printing Industry
Published: January 17, 2017
Mark Lewiecki, Senior Product Manager at Adobe, talks about PDF 2.0, now being developed through the International Standards Organization which has responsibility for the PDF standard. A key new attribute is the ability to put page-level media-specific information directly into the PDF file. The ISO is also defining the metadata as it relates to media, especial for variable data printing, and is incorporating CxF spectral data into the PDF file.
Learn About Anti-Counterfeiting Measures in Packaging
Published: January 17, 2017
Christine Gallagher, Director of Commercialization at Sonoco Trident, a division of the $5.2 billion packaging organization Sonoco, comes from a brand owner background. She speaks about the latest trends in anti-counterfeiting in packaging and how Sonoco Trident controls anti-counterfeiting measures, including reporting, and next generation developments that empower consumers.
Leveraging Standards and Specifications to Get to Great Color
Published: January 16, 2017
Don Hutcheson of HutchColor, one of the industry's most knowledgeable color experts, shares his thoughts on the latest developments in color management and the tools print service providers should have to be able to print to the numbers and deliver against customer color expectations. He explains how industry standards are driving more process control into the art and science of printing.
Are You Ready for the MarTech Explosion?
Published: January 16, 2017
Marketing technology is exploding. Michael Chase of St. Joseph Communications says that there are now more than 3,500 providers of "MarTech" services. But, building efficient marketing platforms requires more than just cherry-picking technology solutions. Chase notes that all the MarTech in the world won't help if there is no content strategy in place to guide the effort. The first tasks are to define the kinds of content to be created and to identify the audiences to whom the content will be presented. Armed with this knowledge, says Chase, marketers can choose the right channels and work toward achievable outcomes.
Frank Looks Back at Early Variable Data Printing
Published: January 13, 2017
Frank talks about some of the earliest Variable Data Printing from when digital color first came into play in 1994. He shows the now classic Alphabits piece and many others.