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.”

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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Is Now a Good Time to Target Ad Agencies?

Tuesday, July 1st, 2014

A recent survey of advertising agencies, conducted by STRATA, finds that ad agencies are bullish on growth in their businesses. If you’ve been thinking about taking your digital output expertise into this area of the marketplace, now might be a good time to do it. Here are some encouraging numbers from the survey: 62% of…

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How Do We Fix the “Lack of Designer Training” Issue?

Friday, June 27th, 2014

I’ve been blogging a lot lately about misperceptions by designers and marketers about the capabilities of digital presses or how to optimize a file for output on a digital (as opposed to offset) press. Some may have no understanding of the differences between digital and offset because they’ve never had production training. For others, their…

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USPS Webinar on Saving $ on Mailing Costs – Today 1 PM

Tuesday, June 24th, 2014

We all know that bad mailing addresses are costing marketers money — and a lot of it. Bad addresses can also frustrate and alienate customers. But how do you fix it? The USPS is offering a seminar today at 1 PM to provide some answers. The seminar is designed to help participants: Understand how customers…

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Saying “Sorry” Feels Better in Print

Friday, June 20th, 2014

Speaking of the benefits and value of print (see Tuesday’s post), this morning I bear a tale of two apologies. Several weeks ago, Shutterfly mistakenly sent a promotion to thousands of customers congratulating them on new parenthood and encouraging them to preserve their memories with a photo book. Unfortunately, many of the recipients were not…

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Great Resource for Promoting Print

Tuesday, June 17th, 2014

If you haven’t been to the Print Is Big website, it’s worth checking out. There are some great stats there to wow your clients and reinforce the value of continuing to use print. For example, in a world in which marketers are constantly being told that “print is dead,” here are some stats regarding industry…

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Are You Missing an Opportunity to Help Clients with Data?

Friday, June 13th, 2014

According to a recent study from NetProspex (“State of Marketing Data: 2014″), B2B marketers are missing basic and easily accessible information to help with their personalization and targeting efforts.  Twenty-six percent do not even know the contact’s industry and 20% don’t know their revenues or number of employees. What’s notable here is that this type…

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Another Idea That Can’t Be Duplicated by E-Media: Thanks, Nivea

Sunday, June 8th, 2014

This past week, Kevin Keane posted about a terrific AR app for one frozen fruit company’s packaging that not only provides the recipe but actually shows the consumer how to make it via video. It’s a great application that, as Keane notes, illustrates one of the aspects of print that cannot be duplicated by e-media….

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Can Your Clients Use Digitally Printed Codes to Boost Sales?

Thursday, June 5th, 2014

I admit it. I buy Banquet sausage from time to time. (It’s not for me — really — it’s for the kids). This morning’s pre-school breakfast, however, caught my eye because ConAgra has a new promotion that seems to offer great potential in a variety of vertical markets and is highly adaptable even by small,…

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72% Marketers See Proving Marketing ROI as Critical — and Multi-Channel Is Critically Part of That

Friday, May 30th, 2014

A new Adobe study of more than 1,ooo marketers found that 72% of marketers agree that long-term success at their company is tied to return in marketing investment. That’s great news for personalized print since it’s about the metrics. At the same time, it’s not just about print. The study also found that 61% of…

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Digital Print Quality Issue: Punch, Counterpunch

Tuesday, May 27th, 2014

I have spent a lot of time over the past several weeks starting and moderating discussions about the output quality of digital print and different perceptions of what can be produced. It has been so interesting to hear the perspective from both sides — printer and client. Clearly, with the right press, a skilled operator,…

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