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.”

Direct Mail Misfire: Why Your Clients Need to Customer Profile

Thursday, February 26th, 2015

This week, we received another entry into the “Did they really do that?” file. I understand that, at the volumes that many of these national marketers mail, they expect a certain percentage to misfire. It’s a cost-benefit calculation. But I wonder about this one. If you had been the service provider on this job, would…

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Comcast Bills Call Customers Nasty Names

Tuesday, February 10th, 2015

Your client’s customer database — its most precious resource. Used for invoicing, customer communications, and as a critical source of data for their marketing list, the customer database is your client’s lifeblood. How easily can it be compromised? A recent Comcast horror story shows just how easily. One customer, Mary, continually had trouble with her…

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Superbowl Ads Prove Repeated Exposure Works

Wednesday, February 4th, 2015

Encourage your clients to take a lesson from Superbowl advertising. According to Neilsen, when viewers were exposed to a Superbowl ad during the pregame, as well as during the game, that ad scored higher on likeability. Viewers were also more likely to remember the ad correctly. That is exactly the response your clients want from…

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Mo’ and Mo’ Betta QR Codes

Friday, January 23rd, 2015

QR Codes continue to get better. That is, the content on the back end of them, anyway.  I want to share with you the last three QR Codes I’ve seen on products, and all of them were very well done. Cybex Elliptical: The first was on an elliptical machine at Planet Fitness. It was right…

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New Marketing Hires Have These Skills — Do You?

Friday, January 16th, 2015

When marketers — your customers — are looking to make new hires, they are hiring people with specific skill sets. Those skill sets translate into the types of marketing campaigns these new marketing hires will be creating and the skills and expertise they expect from their print suppliers. Does what you offer match what they…

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In Marketing, Timing Is Everything

Thursday, January 8th, 2015

Have you ever gotten a marketing piece that made you think, “Gosh, these people don’t know my business at all!” My husband, who is the director of facilities for a private high school, feels this way a lot. In fact, here is the pitch that landed in front of him this morning. Hi, STEWART, Remember…

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3D Printed Model of the Week

Friday, January 2nd, 2015

To keep tabs on what is happening in the 3D printing industry, I recently signed up for the newsletter with updates from around the industry. Just as we have come to enjoy the Super-Cool Fold of the Week from The Fold Factory, we can now enjoy the 3D Printed Model of the Week from the…

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Where Is My Printed Christmas Card?

Saturday, December 27th, 2014

The number of Christmas cards I receive every year is going down, even as the number of e-cards and social media holiday greetings goes up. So it is at this time of year that the value of print vs. e-media is particularly acute. When I receive an email card, I appreciate that I was on…

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Top 10 Best Practices for QR Codes

Friday, December 12th, 2014

I have recently updated my brandable white paper “Best Practices for QR and Other 2D Barcodes.” From watching implementation of these codes (the good, the bad, and the ugly) over the years, this is my Top 10 list. Do you agree with it? What might you add or delete? 1. Create marketing campaigns, not QR…

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LeadGen: Are you targeting the right people?

Tuesday, December 9th, 2014

Lead generation is critical, not just for your clients, but for your company, as well. Just as it is with your clients, it starts with targeting not just the right companies, but the right people within them. Are you sure you’re targeting the right ones? How much does job title matter? According to an infographic…

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5 Reasons to Incorporate QR Codes

Friday, December 5th, 2014

Looking for reasons to encourage your clients to add QR Codes to their print materials? Here are five you can start with. Can you think of more? 1. It’s a smartphone world. It used to be that you couldn’t assume that consumers had smartphones, so reach for QR Codes was considered to be limited. However,…

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Clients Okay with Sloppy Databases? A Cautionary Tale

Tuesday, November 25th, 2014

We all know that it’s a good idea for marketers to clean, update, and de-dupe their mailing lists on a regular basis, and as their print provider, this is something you should be encouraging them to do. Yesterday, we received a piece of mail that reinforces the importance of this practice. It was addressed to…

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If Consumers Aren’t Scanning Codes, Maybe They’re in the Wrong Venue

Wednesday, November 19th, 2014

According to ExactTarget, more than one-third (34%) of smartphone owners report scanning a coupon or QR Code with a mobile device while shopping in a store. Forty-three percent have scanned a coupon or QR Code in the past six months. Of those who did, 90% found them to be useful.[1] So why do we hear…

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Could You Have Saved This QR Code Fail?

Friday, November 14th, 2014

If a marketing project using QR Codes fails, it’s not the fault of the QR Code. Just like the failed QR Code I scanned yesterday. By scanning this code yourself — just as a doublecheck — before the job printed, could you have saved this opportunity? It was on a marketing piece that came home…

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McDonald’s Takes QR Codes Beyond “Marketing”

Tuesday, November 11th, 2014

QR Codes aren’t just for sending people to a web page to sell stuff. That’s how most companies use them, but marketers who truly understand the value of these codes don’t pigeon-hole them this way. McDonald’s is one of them. I saw three QR Codes in use on the same day. Drink cup “To go”…

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