Author Archives: Renée Tomlin

About Renée Tomlin

Renée brings a heightened awareness of the evolving field of communication with her background in sociolinguistics. New to the printing industry, she is excited to explore how digital and new media platforms affect both traditional messaging and business models themselves. Her professional experience includes brand communications, project management, and knowledge management within the private sector.

Can Social Media and Direct Mail Merge Seamlessly?

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“Social media isn’t a fad, and I think we can all accept that,” said moderator Barbara Pellow, Group Director of InfoTrends, in January’s webinar sponsored by Canon Solutions America.

This we know: social media isn’t a new trend. It has an established yet evolving role within the marketing sector. So the question becomes, how does the print industry integrate social media into traditional marketing pieces, like direct mail, to offer optimal customer outreach?

Renée Hall, VP of Business Development at Dukky, and John Ortiz, Director of Operations and Sales at Your Preferred Printer, give an overview and case-study examples of successful, seamless integrations. The speakers touch on strategies and software tools for merging social media with direct mail, which ultimately bolster a client’s network and increase bottom line sales.

Let’s consider the facts. When 1000+ enterprises were surveyed in 2013, social networks were cited as the number one area in which media usage will increase. In addition, 47% of printed marketing materials were linked to a digital channel in order to reach broader audiences and boost response rates.

Now, how are these social networks leveraged?

In order to answer this question, printers must first start by defining their business altogether. Hall finds that most printers have either transitioned to become full marketing agencies with in-house printing capabilities, or they now characterize themselves as a ‘printer+’. As a printer+, the business presents itself as a traditional printer, but integrates online, digital components to complement mail pieces. “Embrace new technology, keep and expand your services, provide tools for measurement and analytics, and leverage what already exists” are just some of Hall’s suggestions for success.

After updating the business approach, printers must next consider the new role of direct mail. It’s no longer a one-way, exposure-oriented form of communication; rather, it’s an entry point to cultivate a conversation and gather information. Take Hall’s Chick-Fil-A example: 5,000 mailers were sent out to gather demographic information of potential customers and to inform them of the branch’s opening. The postcards featured free food promotions that required online validation. Once online, customers were prompted to take a short, information-gathering survey. Once completed, they were able to receive the promotion and “share” the offer within their social network. On opening day, 14,000 customers walked through the branch’s doors. 20% of which accredited the decision to the direct mailer and it’s online component ‘call-to-action’.

Sounds like one successful way to get customers engaged, mobilized and excited. For more examples of seamless integrations and for the complete list of tips, check out the recorded webinar here:


 

 

Meet the Niagara

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“Exhilarating and fast” is how VP of Marketing Francis McMahon describes the integration of Canon and Océ in his PRINT-13 interview with Mark Michelson of Printing Impressions magazine. In the interview, McMahon explains how the integration of the two companies allows them to do more for customers than ever before. Joint R&D, funding, training, programming, and the addition of new leadership have heightened the speed at which CSA successfully brings solutions to market. Hear for yourself what McMahon has to say…

Among the many exciting 2014 products, did you catch the name of one of the industry’s first cutsheet inkjet device?!

Meet the Niagara. “Exhilarating and fast” is also one way to categorize this high-volume sheetfed color inkjet press. Revolutionary to the print industry itself, the Niagara features a patented four-color ink system (with a planned future extension of up to six stations) that will produce at a speed of 3,800 duplex B3 sheets per hour and up to 8,500 duplex letter-sized sheets per hour, with a monthly volume of up to 10 million letter sheets per month. The Niagara consolidates sheetfed black-and-white and color workflows on to one production printing system, which ultimately streamlines print jobs and can reduce overall operating costs. One of the most exciting and celebrated features of this product surrounds its ability to leverage many already existing in-line finishing options. The ultimate combination of speed, efficiency, quality, and consistency. Look out for the Niagara at the end of 2014 and early on the 2015 market!

Interested in learning more? Check out the full press release here

Stay Ahead of the Curve with Automated Web-to-Print Solutions

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Want to learn how to keep your print services on top within the fast-paced marketing community? If so, InfoTrends’ Kate Dunn offers insight and recommendations on how to adapt and automate print services for your clients. Sponsored by the PressGo program of Canon Solutions America, this webinar gives you the information needed to bolster your online business.

You might be asking, “What are some of the web-based market models out there?” For starters, there is the standard Ad-hoc Send-and-Print, which most printers already have in place. This allows the customer to upload a single file, receive a cost estimate, and send the file to print. The Catalog and Template based models mainly surround business communications, sales and marketing collateral, and direct mail, which are customizable to certain degrees. The holy grail of models is Process Automation, which integrates an enhanced supply chain with fully customizable print ordering.

OK, let’s apply a model to a real-life scenario. With an automated template process system, a realtor can sign-in online, choose a business card template, select copy that pertains to his property sales pitch, send the card to print, as well as have the business cards packaged, postmarked, and mailed to recipients. Accomplished all in a series of clicks without having to juggle communications with a number of service providers.

Let’s review: why are automated print services so important? Well, InfoTrends predicts that 40% of all printed materials will be procured over the Internet in the coming year. Customers are asking for automation services in order to streamline their supply-chain and maximize profits. In short, web-based automation adds value for both you and your clients. Today’s marketing supply chain consists of multiple, interconnected suppliers that an organization relies on to produce materials (print, promotional, and point-of-sale) to market their products and services. It’s astonishing, however, that 70% of businesses surveyed have no way to track or predict obsolescence within their supply chain. The last thing any client wants is a loss of control over their brand! That’s where a web-based approach is applied to fix the gap. Some of the benefits include: customer access 24/7, increased print accuracy, reduced customer service workloads, and enhanced volume production. Sounds like a nicely packaged offer to me.

If you want the complete list of benefits, the stats, and further insight into web-to-print solutions, view the webinar here:

Interested in Learning about NFC Tags?

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Happy New Year to all! Now is a time to make resolutions and innovate. For those of us in the print industry, one of our resolutions likely involves making traditional print more interactive.

In this Printing Impressions webinar sponsored by Canon Solutions America, moderator Lisa Cross talks about where Near Field Communication (NFC) tags fit in accomplishing this goal. If you’re like me and you’ve wondered what NFC Tags are – this is the place to learn. This webinar defines NFC technologies, shows how they are creatively implemented, and provides statistics from recent studies of their success.

Let’s jump to the content. Lisa introduces Matthew Bright, the Chair of NFC Forum’s Retail Special Interest Group and the Technical Marketing Director of Kovio, who focuses on the importance of NFC technology and provides examples of its use. To complement Matthew’s expertise, Nate Mullikin and Jill Krueger from Corporate Graphics International tell their company story and provide interesting examples of print interactive products and solutions.

To set the scene, Lisa highlights how technologies have emerged to combine traditional print and digital media to maximize the communication experience; a combination referred to as ‘tradigital’. Like most of us know, the key challenge in navigating the tradigital space is reaching an audience that now has control over the media they consume. In an Infotrends study, Lisa points out that 47% of printed marketing materials were linked to online and digital channels. Specifically, mobile use is the fastest growing channel within spending distribution. Therefore, a market for NFC solutions exists to cut through the communication clutter and to make strategic connections throughout campaigns.

Building off of Lisa’s introduction, Matthew describes how NFC is a ‘magical technology’ for interactive print. There are three main cases of NFC use, but the focus of this presentation surrounds the ‘touch to learn more’ concept. The ‘tags’–or stickers—connect printed material to multimedia content uploaded onto the cloud. The stickers can be adhered to posters, mailings, and even embedded into product packaging. For example, with a NFC sticker on a wine bottle, the consumer can then touch his or her phone to the tag, which links to tasting tips and optimal meal pairings on an online interface. It takes a view from print to digital in mere seconds.

Nate and Jill add to the discussion by citing how Taylor Company has adopted the use of NFC technologies in the solutions they provide their clients. From networking with customized business cards to the creation of interactive digital booklets & registries, NFC technologies offer an enhanced gameification of brand, product, and services.

This blog really just touches the surface of NFC technology. Take a deeper dive and be sure to check out the webinar here: