Displaying 1-100 of 400 articles
Published May 1, 2024
According to HubSpot, marketing has moved from the Age of Information to the Age of Intelligence. With so much information out there, the ability to filter and analyze data in ways that provide meaningful insights has become increasingly difficult. So if you don’t like AI, it’s time to get over it.
Published April 24, 2024
In a world of “alternative facts” and AI-generated deep fakes, consumers often long for raw honesty. What might this look like? As Heidi Tolliver-Walker explains, it might look like owning your screw-ups and turning them into assets.
Published April 17, 2024
Want to draw people into a marketing pitch in a way that gets under the radar? Try the survey that’s not really a survey. Heidi Tolliver-Walker explains.
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.
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.
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.
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.
Published March 13, 2024
What makes a customer loyal to a product or service? Heidi Tolliver-Walker explains how it’s not always price.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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.
Published November 15, 2023
It’s that time of year again. Heidi Tolliver-Walker offers some best practices for holiday marketing.
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.
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.
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.
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.
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.
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.
Published September 27, 2023
Heidi Tolliver-Walker looks at how diversification can help print businesses retain customers.
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.
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.
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.
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?”
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.”
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
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?
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.
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.
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.
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?
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.
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.
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.
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.
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?
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.
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.
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.
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?
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?
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
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.
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.
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?
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.
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