The Guggenheim Offering Pinterest Leadership for Printers?
By Heidi Tolliver-Walker on January 19th, 2013
A few days ago, I received an interesting email from The Guggenheim Store. It said simply, “Follow us and win on Pinterest.” Recipients who signed up to follow the Guggenheim Store would have a chance to win a Guggenheim-related prize (a LEGO model of the museum). The winner will be announced January 31.
The store has 15 boards — all different product categories — and as of today 269 pins.
As soon as I saw this, I wondered why printers couldn’t do the same thing. Like the Guggenheim Store, printing is a visual business. Instead of jewelry and bags, pin boards could be 1:1 printing, 3D mailers, kits, PURL campaigns, or lenticular printing. “What’s new” could show off your latest binding technique or wide-format inkjet output.
Once people are followers, Pinterest offers the opportunity to offer contests, as well. Why not the best theme for your holiday card? Or the most creative paper created from recycled paper? Anything to create engagement with your company.
Salespeople may not be interested in following you on Pinterest, but designers might. Their creativity is stimulated visually, and Pinterest offers the opportunity to connect with designers in a way they relate to. Listen to the words of Deborah Corn, posting a comment in my earlier post titled, “Is Pinterest Relevant to Printers?”
I agree with you very passionately that we are in a visual industry. Even though print has tactile qualities as well, pictures will always say 1000 words, and no pictures will make me say “Why don’t they have any pictures?”
As a print buyer, I can assure you that I am going to do as much research as I can before I make contact. I check for an online portfolio first, and that could very easily be on Pinterest, as long as its indicated for me to look there. If I can get a basic sense of what they print, I will go to “About Us” next to see a little of who they are and make next step decisions from there.
Still think Pinterest isn’t worth your time?