Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Printing Forecast 2018     European Coverage

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: Frank: Book Publishers Turn the Page

Frank: Book Publishers Turn the Page

Published: February 23, 2018

Frank opines about offset vs. digital printing for books and variable art for packaging. Book publishers are changing their warehousing and distribution strategies as a result.

 

Video preview: As Far as the Eye Can See: Increasing Color Display Quality

As Far as the Eye Can See: Increasing Color Display Quality

Published: February 23, 2018

Kevin O'Connor, Principal at Make Color Behave, talks about advances by Apple and others are looking ahead to new video standards that will enhance color viewing beyond SRBG which only presents about 35% of the colors the unimpeded human eye can see. The most current Apple screens will support new standards that will capture about 53% of what we can see with our eyes.

 

Video preview: USPS Challenges Trish Witkowski to Discover NEW Print Finishing Techniques for Mail

USPS Challenges Trish Witkowski to Discover NEW Print Finishing Techniques for Mail

Published: February 22, 2018

Tim McGinley of the Mail Innovations Program at the USPS challenges Finishing Section Editor Trish Witkowski to find new print finishing techniques and effects for mail. Trish begins her journey with Jeff Hernandez of Classic Color and his groundbreaking Brand Alchemy exploration. Jeff is developing realistic textures that mock actual products, and he’s putting the ideas directly into the hands of creatives.

 

Video preview: Arna Marketing: “A Technology Company That Happens to Print”

Arna Marketing: “A Technology Company That Happens to Print”

Published: February 21, 2018

New Jersey’s Arna Marketing, “a technology company that happens to print,” builds custom programs for its customers, heavily leveraging variable data and digital printing via Canon Solutions America’s Océ Varioprint and Colostream systems. David Zwang talks to Steven Hegna, President and “Concierge” of Arna Marketing, about the work he currently does for his customers, as well as where he sees his business going.

 

Video preview: Wim Fransen on Handling Disparate Data in Automated Workflow

Wim Fransen on Handling Disparate Data in Automated Workflow

Published: February 20, 2018

David Zwang talks to Wim Fransen, Managing Director, at Enfocus about building lights out automated workflow through job on-boarding, preflight, and its automation mix of software platforms.

 

Video preview: Signage—and the Superbowl—Mean Business for Twin Cities' Pixelwerx

Signage—and the Superbowl—Mean Business for Twin Cities' Pixelwerx

Published: February 19, 2018

Richard Romano talks to Adam Carver, President & CEO of Minneapolis' Pixelwerx, about his wide-format, signage, and specialty graphics business. Pixelwerx also recently acquired Canon Solutions America Océ Colorado 1640 UVgel wide-format printer.

 

View More Videos

 





Become a Member

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

Copyright © 2018 WhatTheyThink. All Rights Reserved