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.”

Are Your Customers Targeting Consumers Aged 65+? Check Their Channel Mix!

Friday, April 18th, 2014

According to just-released data from Pew Research Center, 41% of all adults 65+ still have no Internet access at home. This changes for more educated, affluent adults, but particularly for those who are older, less affluent, and who have physical or health conditions, print is still a critical part of the mix. The differences within…

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Great Infographic to Share with Clients

Tuesday, April 15th, 2014

Looking to convince clients that they need to make a greater investment in updating their databases? Here is a great infographic that makes the point in a powerful (but sometimes funny) way. The infographic relates to business data (such as changing address or phone numbers) more than it does consumers, but the point is made…

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3D Printing in the Commercial Printing Industry: Think Dimensional Mail

Friday, April 11th, 2014

I’m stunned. I just looked back at my post on using 3D printing to drive digital printing and there are 68 shares on LinkedIn. I don’t think any post I have written — ever — has gotten that many LinkedIn shares. This tells me I’m on to something. Part of the reason, I think, is…

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QR Code Fail at Sweet Frog? Or Was It Just Me?

Tuesday, April 8th, 2014

I’ve written a lot on the subject of QR Code fails, along with best practices for designing and implementing these codes, so I thought I was on to another example when I scanned the QR Code on the loyalty card at Sweet Frog the other day. I took out my phone (okay, who am I…

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Is Gradation Still an Issue in Digital Print?

Friday, April 4th, 2014

I ran across this discussion in one of the digital print groups on LinkedIn this morning and thought it was interesting. I wonder what you folks think here. What are your experiences? The original question was why the member was having trouble with gradations on his digital press. The discussion was highly technical and beyond…

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More Data Follies: Who’s Minding the Store?

Tuesday, April 1st, 2014

My penchant for publishing direct mail and data bloopers continues to win me great stories to share here on Digital Nirvana. This one came in this morning and left me scratching my head. My question for readers is this: Do you have processes in place to catch these mistakes before they get mailed? Or are…

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Using 3D Printing to Drive Digital Print Marketing

Sunday, March 30th, 2014

For the last several months, I have been poking around, interviewing printers who have purchased 3D printers, reading 3D printing case studies, surveying 3D industry data, and trying to answer the question, “Is 3D printing relevant to the commercial printing industry?” The answer is yes, but not in the way I think many people believe….

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“We are always fans of having the medium be part of the message”

Wednesday, March 26th, 2014

“We are always fans of having the medium be part of the message.” This is a quote from Rosser Clark, creative director for the award-winning marketing firm Fixation, whom I had the privilege to interview this morning. Fixation had produced a really interesting “exploding page” product for Reno Tahoe USA, a firm promoting trade shows…

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Scanbuy Making the Back End of QR Codes Easier

Friday, March 21st, 2014

Ever since QR Codes have come on the scene, there have been complaints about the often poor experience scanners are receiving on the back end of the scan. Much has been made out of these poor experiences (although some codes lead to user experiences that are exceptional) as if such experiences, in themselves, will kill…

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Why Your Clients Should Be Offering Email Couponing

Wednesday, March 19th, 2014

If you’re a printer, you want clients to spend more money on print. So why should you encourage them to offer email coupons? Because email coupons are trackable, and they tell your clients what their customers are buying. That tells your clients a lot about those customers they can use for higher value print personalization…

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Marketers Are Focusing on Acquisition Budgets: Are You?

Friday, March 14th, 2014

Target Marketing just announced its “2014 Media Usage Survey,” and while folks might be scrambling to analyze the growth in budgets and ratios of print to digital spending, the nugget I found most interesting was this: marketers — your customers — are planning to spend more on customer acquisition than customer retention in 2014. Considering…

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3 Strategies for Keeping Customers Mailing that You Might Be Overlooking

Wednesday, March 12th, 2014

With the increase in postal rates, are your customers becoming more timid about mailing? Here are three strategies you can suggest to both increase their confidence in their mailing efforts while also strengthening your relationship with them and boosting their confidence in you as someone who does more than print. 1. Test even clients’ “go…

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Writing Better Blog Posts for the Printing Industry

Friday, March 7th, 2014

In terms of pure volume, I probably write more blog posts these days than anything else. New case studies and white papers may go up on printers’ websites every quarter or so, but blog content needs to be added on a continual basis. The challenge is, everybody needs blog content, but most companies are drawing…

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Solving a Problem with 3D Printing: Part 2

Friday, February 28th, 2014

Last Friday, I posted about my experiment with Hudson Printing to solve a real-life problem using 3D printing.  The problem is that my mother’s beloved Elna sewing machine had a worn gear, rendering it useless. For years, my mother has bemoaned its loss. Now perhaps for the first time, there is a solution — thanks…

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Stop the Personalization Snobbery!

Tuesday, February 25th, 2014

A funny thing happened to me today. I received a postcard in the mail, and I was unbelievably impressed by the targeting. I couldn’t believe how timely and relevant this mailing was. We are in the process of moving across town, and part of the logistics of selling this home and moving into a new…

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