Articles by Heidi Tolliver-Walker


Heidi Tolliver-Walker Heidi is an industry analyst specializing in digital, one-to-one, personalized URL, and Web-to-print applications. Her Marketer’s Primer Series, availalbe through Digital Printing Reports, includes “Digital Printing: Transforming Business and Marketing Models,” 1:1 (Personalized) Printing: Boosting Profits Through Relevance,” “Personalized URLs: Beyond the Hype,” and “Web-to-Print: Transforming Document Management and Marketing.”

Which Is at Fault? Lack of Education? Or Lack of Willingness?

Wednesday, August 20th, 2014

Why aren’t we seeing more 1:1 printing in the marketplace? Why isn’t “everyone doing it”? Is it because there is a lack of marketer education? Or is it a lack of willingness to do what it takes to make 1:1 printing work (i.e. willingness to continue to do things “the way we’ve always done” because…

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Just Call Me Poi . . . or Not

Tuesday, August 19th, 2014

It’s happened again. A title has been converted into a name in data oblivion and sent as part of a personalized mailing. This example is taken from a business mailing to my home addressed to “Poi LLC.” The assumption is that “Poi” stands for Person of Interest, converted into sentence case the same way my…

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More Cool Stuff to Do with Print

Friday, August 15th, 2014

Here’s another great use of print to do something digital technologies cannot do. The product is called SwivelCard (view TechCrunch video), and while it’s not available commercially yet, it’s been  promoted by TechCrunch and is currently using crowdsourcing to improve back-end software to be more user-friendly. The card uses a combination of patented, digitally printed…

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Will Your Google Analytics Dashboard Shock You?

Thursday, August 14th, 2014

These days, all the buzz is about content marketing. Whether you’re a commercial printer, digital printer, or a marketing firm, gaining new customers is about drawing people in rather than pushing your information out. When customers are ready, they will find you. Effective content marketing requires more than just having good content on your website…

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Car Dealership Almost Gets 1:1 Printing Right: Part 2

Tuesday, August 12th, 2014

A few days ago, I posted about my local car dealership and how, while they must be commended for regularly using their knowledge of my relationship with the dealership, along with their knowledge of the make and model of my SUV, they keep falling short of what they could be doing. I want to add…

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Car Dealership Almost Gets 1:1 Right

Saturday, August 9th, 2014

One of the only places from which I get personalized direct mail is the auto dealership that occasionally services our SUV. I received another personalized piece this past week, and while I think they continue to do a better-than-static job of things, I continue to see omissions that could make the difference between us buying…

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1:1 Printing Isn’t a Fix-All

Tuesday, August 5th, 2014

Last week, I posted my nutshell summary of the state of 1:1 printing. My summary has solicited some reactions around the industry — some of them quite strong. One printer represents many others when he writes, Your summary of the past year may be valid in the digital info world in general, but absolutely off…

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State of 1:1 Printing 2014

Tuesday, July 29th, 2014

If I had to summarize the state of 1:1 printing for 2014, what would it be? This morning, I released the 2014 update to my state of 1:1 printing report. As I sit back and think about what really sticks out to me based on the case studies, the interviews, and the data I have…

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Spelling DOES Matter! University of Texas Misspells Its Own Name on Player Bios

Saturday, July 26th, 2014

I have recently been reminded of the printer I ran across who has a full-time proofreader on staff who reads every document it prints. As a political mailing specialist, you can imagine how much egg it has kept off its clients’ faces over the years. I’m not saying that everyone should hire a proofreader, but…

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Survey: 23% of Retailers See 11% Cumulative Lift Using Personalization

Wednesday, July 23rd, 2014

If you want to know how your customers and prospects expect to be marketed to (what they set as their norms), look at retailing. To this end, the study “Personalization Comes of Age: 2014 Retailing and Consumer Insights” from the e-tailing group, is very enlightening. According to the study, the top seven things on marketers’…

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Survey: Data Collection on the Rise

Friday, July 18th, 2014

Don’t let your customers fool you — they may have more data than you think. According to polling conducted by Digiday and Neustar in June 2014, 76% of U.S. digital media and marketing professionals are collecting data on current and potential customers and 77% have increased their data collection over the past year. The number…

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More Out-of-the-Box Thinking with Print

Wednesday, July 16th, 2014

I continue to ruminate about a comment made by a designer during an interview several months ago. He talked about a certain promotional piece being particularly effective because the channel itself — print, and the way that particular piece unfolded — actually became part of the message. As each complex fold was lifted, it revealed…

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Are You Printing Fewer Spot Colors Lately?

Monday, July 14th, 2014

As I have poked around the industry, gathering comments and insights regarding print quality from print buyers and designers based on the What They Think / Unisource “Digital Print Survey,” I received an interesting comment in a LinkedIn print buyer’s group. The issue of spot colors in digital print isn’t as important as it used…

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3D Adoption and the National Retail Print Shops

Wednesday, July 9th, 2014

3D printing is a topic I’ve written a lot about lately, and the commercial printing industry is still trying to figure out how it fits — or if it fits — into the mix. I’ve written a number of posts on 3D printing over the past several months, so I won’t repeat my comments here…

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How Do You Handle Gut-Driven Marketers?

Sunday, July 6th, 2014

According to a new study from The Economist Intelligence Unit, sponsored by Applied Predictive Technologies (APT), senior managers and executives are most likely to say their marketing decisions are driven by data, but when it comes right down to it, they are more likely to trust their own intuition. When asked to characterize their individual decision-making style,…

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