Printing Industry Commentary & Analysis

B2B Marketers: Budgets Up, Expectations Down

Published December 18, 2024

Heidi Tolliver-Walker looks at a new report that found that as B2B marketers are increasing their marketing budgets for 2025, they are lowering expectations by setting less lofty KPIs. Why?

Paper Checks Are Still a Thing?

Published December 11, 2024

Do you still pay by check? If so, you’re not alone. According to The Federal Reserve, there were 3.1 billion commercial check transactions in 2023. Heidi Tolliver-Walker looks at the persistence of the paper check.

A Look at Your Brain on Gratitude

Published December 4, 2024

The value of gratitude isn’t just a nice idea around the holidays—it’s scientifically proven to produce positive effects through changes in the brain. Heidi Tolliver-Walker explains how.

Why Checklists Really Make a Difference

Published November 20, 2024

Checklists reduce mistakes—a lot. Heidi Tolliver-Waller looks at how so simple a tool can reduce or eliminate mistakes in surgery, aviation—and even printing.

Success Is Not Always Trusting Your Gut Instinct

Published November 13, 2024

Heidi Tolliver-Walker explains how to protect ourselves from our own brains.

Resurgence of “Catalogs the White”

Published November 6, 2024

After a decline, catalogs are on the rise again. Heidi Tolliver-Walker looks at the resurgence of print catalogs—and how they have changed with the times.

Cereus Graphics Quietly Steals the Show

Published November 5, 2024

Phoenix, Ariz.’s Cereus Graphics recently won multiple awards from the Foil and Special Effects Association (FSEA) for Excellence in Foil Stamping and Embossing—a nice way for a company to celebrate its 50th anniversary. Heidi Tolliver-Walker chronicles Cereus Graphics’ journey.

Consumers on Four Factors That Influence Brand Trust

Published October 30, 2024

Remember the days when we used to talk about using personalization to drive sales? Today, we’re hearing more about personalization being used to drive things much more difficult to quantify, such as brand loyalty and brand trust. Heidi Tolliver-Walker looks at nuggets from Marigold’s just-released survey “Relationship Marketing Trends: Brand Rankings Report.”

Using Chat GPT to Analyze the Most Effective Subject Lines

Published October 24, 2024

Heidi Tolliver-Walker explores how forms and labels manufacturer Wise used ChatGPT to effectively evaluate its marketing campaign.

What Do Users Really Think of USPS Informed Delivery?

Published October 16, 2024

A look at the most recent USPS Informed Delivery update (June 2023–June 2024), including updated user stats, the latest open and click-through rates, and number of Informed Delivery campaigns.

Could Community Impact Be Your Next Marketing Tool?

Published October 9, 2024

What is a Director of Impact? This is a role within a company that develops and leads programs focused on community growth, investment, and well-being, ensuring that sustainable practices are woven into all decision-making. Good vibes and good press have every bit as much an opportunity to benefit and differentiate a printer’s business as it does any other. Heidi Tolliver-Walker explains.

Technology Outlook: Software and Workflow

Published October 2, 2024

Heidi Tolliver-Walker recaps WhatTheyThink’s recent Technology Outlook webinar on software and workflow in which Pat McGrew and Ryan McAbee looked at the trends and technology introductions in this category.

Binding and Finishing: Don’t Miss the Innovations

Published September 25, 2024

Heidi Tolliver-Walker recaps last month’s Technology Outlook webinar on binding, finishing, and embellishment in which Kevin Abergel and Trish Witkowski provided a 50,000-foot look at the trends and technology introductions in the category.

Happy Employees, Happy Bottom Line

Published September 18, 2024

When done right, employee recognition not only engages employees and boosts morale, but it can improve an organization’s financial success. Heidi Tolliver-Walker looks at a recent report on the benefits of employee recognition programs.

Technology Outlook: What’s the Future of Production Print?

Published September 11, 2024

Heidi Tolliver-Walker recaps last month’s Technology Outlook webinar on production print, which covered offset, toner, and inkjet.

Technology Outlook: Transformation of Labels and Packaging

Published September 4, 2024

Heidi Tolliver-Walker recaps last month’s WhatTheyThink webinar “Labels and Packaging Are Transforming,” part of the Technology Outlook Week LunchNLearn Webinar Series.

Got AI Image Generation? Sometimes You Should

Published August 29, 2024

If you haven’t yet tried AI image generation, here’s a fun fact you might not know: You can do more than simply create images. You can choose their style, as well.

Pass the Hamburger, Hold the AI (A McDonald’s Cautionary Tale)

Published August 14, 2024

Heidi Tolliver-Walker looks at McDonald’s recent ill-fated experiment with AI drive-throughs. A cautionary tale for anyone interested in implementing AI.

Is Your Direct Mail Volume Growing, Too?

Published August 7, 2024

Much has been said about the declines in the volume of direct mail. As the volume in the mailbox has decreased, however, much is also being made about the direct mail’s increase in effectiveness when it does arrive. Heidi Tolliver-Walker looks at some data that find that direct mail’s effectiveness is fueling its comeback.

Amazon’s Switch to Paper Fillers: Sustainable, but Highly Profitable

Published July 31, 2024

Amazon is eliminating its use of air pillows for its e-commerce packaging in favor of paper fillers. Heidi Tolliver-Walker looks at the real benefits of this switch.

Growth in Shopping and Dining Drive Opportunities in Wide Format

Published July 24, 2024

Heidi Tolliver-Walker looks at two of the biggest markets for wide-format graphics: retail and dining.

Do Buyers Care About AI-Generated Video?

Published July 17, 2024

With video one of the hottest trends in marketing, the role of advising customers on the use of video (or even offering video services yourself) has the potential to add real value to the consultative partnership between printers and their customers. Is AI-generated video an option? Heidi Tolliver-Walker takes a look at the perception of AI video among consumers.

How Much Plastic Is Inside You?

Published July 10, 2024

Heidi Tolliver-Walker writes about Plastic-Free July, the goal of which is to raise awareness about the impact of plastic pollution and to inspire individuals and businesses to make conscious choices to reduce their plastic consumption—in two senses of the term, as the average person ingests five grams of plastic every week.

Love Air Conditioning? Thank the Printing Industry!

Published June 26, 2024

As we sweat through this summer’s “heat dome,” we are reminded of our appreciation for modern air conditioning. Heidi Tolliver-Walker looks at how modern air conditioning came about as a way to address the printing challenges resulting from the hot, unrelentingly humid air on printing shop floors.

If Authenticity Is Less “A Thing” In Influencer Marketing, Then What Is?

Published June 19, 2024

If you are a marketer, you likely have either a love or hate relationship with influencer marketing. But influencer marketing isn’t simple and straightforward. Heidi Tolliver-Walker explains the nuances.

Employee Recognition Programs Keep the Presses Busy, Too!

Published June 5, 2024

Employee recognition programs bring tangible benefits to companies that implement them. Printers serving those customers have an opportunity to get more “share of customer” by producing printed products to support those programs.

CBM Labeling Challenges Looking for a Solution

Published May 22, 2024

Heid Tolliver-Walker looks at SkinDip’t, a Maryland-based provider of CBD products, and their unique labeling challenges.

Thysse: A Mindset of Growth

Published May 21, 2024

Heidi Tolliver-Walker profiles Thysse, a third-generation family business based in Madison, Wis., and the subject of the latest documentary from WhatTheyThink Films!

Let’s Talk About Weed!

Published May 15, 2024

Heidi Tolliver-Walker offers some tips for how print businesses can tap into the growing market for cannabis products.

Testing AI Image Generation for Personalized Packaging

Published May 8, 2024

We’ve written about AI image creation before, but this technology is always improving. Particularly for business use. Even traditional stock sites like iStock are offering their own options for AI-generated art.

HubSpot’s State of Marketing 2024: Don’t Like AI? Get Over It

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.

In a World of Alternative Facts and Deep Fakes, Insane Honesty Rocks

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.

Marketing Content: When a Survey Isn’t Really a Survey

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.

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.

Articles by Heidi Tolliver-Walker