Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

Barb Pellow: Combining print and new media

Published on January 31, 2011

Barb Pellow thinks combining print and new media work better together for savvy marketers.

Cary Sherburne:  Hi, Cary Sherburne and Senior Editor at WhatTheyThink.com and I’m here with Barb Pellow, who is my colleague and fellow WhatTheyThink contributor.  And you’ve really been a thought leader in the digital printing industry and now in the cross media industry and so why don’t you talk a little bit about the mix, how really print and new media are better working their work together.

Barb Pellow:  You know, we hear a lot of information from the printers that are just panicked about everything from Facebook to mobile marketing.  And I think what the savvy marketers are figuring out is that that combination of print and new media really do work better together. 

What we’re finding is that people are using direct mail to get people to text to win with specific offers and build up that mobile database.  We’re finding, and I’m going to give an example in my presentation today about hotels.com, where they actually use what they call virtual vacations and they link to that virtual vacation through a quick response code in print media.

And what we’re looking at when we see the market today, and what that savvy marketer is figuring out, is it’s not one media or another media, but synergistically using media together to get and engage that always-on consumer.

Cary Sherburne:  That’s great.  And so you do see a future for print as continue then?

Barb Pellow:  I think that what you’re going to find out is that over time, there are two things that are going to play together.  I will always have access to printed material, whether it’s a large format sign, it’s a piece of direct mail, it’s a catalog, and I’m going to have a mobile device and I better figure out how to make those two forms of portable media work better together.

Cary Sherburne:  And then how does the printer play a role in this then?

Barb Pellow:  The printer is going to need to understand mobile technology and print technology.  They’re going to have to understand how to take that SMS text information and blend it in and build it into the next campaign, or that response to a quick response code.  All those things are going to need to be an integral part of those offerings that a print service provider/now marketing services provider, delivers to customers.

Cary Sherburne:  And you know, the final question I have for you is, you know, we talk a lot about what Coca Cola is doing or what Amazon.com or Zappos, what these big names are doing, but there’s a huge opportunity in the small to mid-size business market, isn’t there?

Barb Pellow:  Yeah.  I would tell you that Info Trends has done a lot of work in the SMB market place and what you’re finding, and we surveyed about 2,500 small and medium business customers in a project I did with them, and what we found was that SMB, and there are 6.5 million of them that are non-micro businesses, wants to do the same things as that very, very large organization.  They want to do print, they want to do email, they want to do SMS texting, and they want to deliver integrated campaigns.

The other thing that I think is going to be very, very important, is that that print service provider that figures out how to aggregate the SMB volume to deliver multi-channel communications will also be tremendously successful.

Cary Sherburne:  That’s great.  Well, it’s a very challenging, but very exciting time to be in this business, isn’t it?

Barb Pellow:  I think it’s ripe with opportunities for the aggressive provider.

Cary Sherburne:  That’s great!  Thanks, Barb.

Barb Pellow:  Thanks, Cary.

Email Icon Email         

 

Discussion

By Mary Beth Smith on Feb 02, 2011

Ladies, thank you for continuing to point this out.

We're all part of the greater discipline of communications, and it is to everyone's advantage to not engage in sibling rivalry. Over the last century, radio, movies and television learned to live together and cross-promote to the benefit of the marketplace.

In our corner of the communications industry, we now have the wonderful opportunity to expand what we're able to offer our customers by embracing the media mix in a way that, once again, will be to the benefit of the marketplace and, by extension, to our companies.

100 years ago, there were people who questioned whether or not they should wire their homes and businesses for electricity. There were also those who wired, but ignored the step of learning HOW to do it, resulting in obvious problems.

As printers, we have to 'wire up' now - but we put our efforts at risk if we don't learn how to do it properly. Investing in the learning curve is well worth the effort, and is going to result in a wonderful new-media world for all of us!

Mary Beth Smith
Dallas, TX

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Describe the Challenges You Want to Solve with Software

Describe the Challenges You Want to Solve with Software

Published: April 27, 2017

Our default reaction to talking about software is to try to describe the solution or a feature of the potential solution (e.g. drag and drop). Focus on telling the story of the CHALLENGE you are trying to solve - this is so much more helpful. What do you want to solve and who do you want to solve it for?

 

Video preview: Update on HP's JetFusion 3D Printing Solution from Steve Nigro

Update on HP's JetFusion 3D Printing Solution from Steve Nigro

Published: April 25, 2017

Steve Nigro, President of HP's 3D business, provides an update on HP's JetFusion 3D printing solution, which is now commercially available. After a period of hype, Nigro believes 3D printing is "frothing" again ... and talks about how 3D printing can fit into a graphic arts business, and what new skills are required. He also predicts what market growth will look like.

 

Video preview: What's Happening at ISA Expo 2017?

What's Happening at ISA Expo 2017?

Published: April 24, 2017

Richard Romano visits with ISA President & CEO Lori Anderson from the show floor to talk about the 2017 expo and breaking attendance records once again.

 

Video preview: Frank Visits Cal Poly's Shakespeare Museum

Frank Visits Cal Poly's Shakespeare Museum

Published: April 21, 2017

Frank goes back in time as he visits the Cal Poly Shakespeare Museum. Surrounded by modern printing technology, this collection is a time warp of how printing was in the past.

 

Video preview: After the Honeymoon of Selling Web-to-Print Program

After the Honeymoon of Selling Web-to-Print Program

Published: April 20, 2017

When you sell a web-to-print program, you have a brief honeymoon period that needs to be optimized. Stay focused on the business goals - get orders flowing through the system. Nobody wants to hear from a customer saying, its been six months and we've seen no value!

 

Video preview: Esko's President Shares Thoughts on Being Part of the Danaher Family

Esko's President Shares Thoughts on Being Part of the Danaher Family

Published: April 18, 2017

Udo Panenka, President of Esko, talks about being part of Danaher, the value to the business being part of the Danaher family brings. A toolbox of proven great processes has been key to continuing -- and even speeding up -- the innovation that has enabled Esko to continue to bring new products to market. He talks also about the ability to bring these tools to customers to strengthen relationships and help them improve their businesses as well.

 

View More Videos

 

Become a Member

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

Copyright © 2017 WhatTheyThink. All Rights Reserved