why are we here? merging digital to print: the two truths of print marketing print delivers…...
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Merging Digital to PrintNortheast Area Mailing Industry Focus Group
Adam Trull
Quad/Graphics, Custom Products
June 24, 2015
Why Are We Here?Merging Digital to Print:
The Two Truths of Print Marketing
Print delivers…
• Content,
• Offer, or
• Experience
Print producers seek to…
• Slow depreciation or
• Find new ways to grow
Our Discussion Mission Statement
We will discuss:
The value of establishing and streamlining the integration of print and digital.
Examples and opportunities to integrate print and digital.
What Is a Mobile/Digital InteractionInteractive Print:
Quick Response Codes (QR)
Invisible Watermarking
Text messaging & keywords (SMS)
Image Recognition (IR)
Augmented Reality (AR)
Social Hashtags (#Beauty)
Near Field Communications (NFC)
Geo-location & Time-based filtering:
Location services
Geo-targeting
Time & day-parting
iBeacon and in-store activations
Exciting News in Digital
NFC Mobile Device penetration• Android• Windows• Blackberry• iPhone6 (for use only on Apple Pay)
Virtual Reality• GoPro entering consumer VR
Shazam• 500 million people• Partner in interactive print
6
Integrated Print Marketing Process Map
A Redeemable, Discount, or Other
Offer
High-Quality
Engagement
Favorable Product-Sample
Experience
Retail Sales
Mobile or Digital Interaction
Consumer Seeks Retailer
MailboxPrint Disrupts
and/or Engages
Call-To-Act Marketer’s R.O.I.
Provides Valuable Data and Metrics
MAGAZINE
CATALOG
DIRECT MAIL
Our Focus of Discussion Today
A Redeemable, Discount, or Other
Offer
High-Quality
Engagement
Favorable Product-Sample
Experience
Retail Sales
Mobile or Digital Interaction
MailboxPrint Disrupts
and/or Engages
Call-To-Act Marketer’s R.O.I.
Provides Valuable Data and Metrics
MAGAZINE
CATALOG
DIRECT MAIL
Establish a Higher Quality Engagement
Opportunities for Print and Digital Integration:
High-Quality Brand Engagement“Immediately Disrupt the Senses at the Mailbox”Scented Products
• Scented Varnish
Custom Inks• Metallic• Neon• Pastel• Chrome Inks (Patent)
Custom Coatings• Spot Coating Technique• Two-Sided / Two-Hit Technique• Grit UV Coating• Soft-Touch Coating• Textured UV Coating• Raised UV Coating• Glitter UV Coating• Chrome UV Coating• Glow In the Dark UV Coating• Scratch Off Coating• Writeable UV Coating• Rubber UV Coating• Pearlescent UV Coating
High-Quality Brand Engagement“Engage With Hands-Free Video and Digital Content”
The Quad decibel enhancer is patent-pending.
High-Quality Brand Engagement“Take a Test-Drive With Virtual Reality”
VIDEO: Product Assembly (in high-speed)
The Quad VR Viewer onsert is patent-pending.
High-Quality Brand Engagement“Take a Test-Drive With Virtual Reality”
VIDEO: Volvo XC90 Virtual Reality Experience
This video and its contents is not property of Quad/Graphics and intended for educational use only.
Connect A Consumer With A Product Sample Experience
Opportunities for Print and Digital Integration:
Favorable Product-Sample Experience“Find the Perfect Paint, Without Leaving Home”
Quad/Graphics’ Promo Pocket
Favorable Product-Sample Experience“Bring the Showroom to the Living Room”
This video and its contents is not property of Quad/Graphics and intended for educational use only.
VIDEO: Ikea Augmented Reality Furniture Catalog
Favorable Product-Sample Experience“Product Sampling Delivered to the Mailbox”
A two-page polybag onsert on board-stock contains a pop-up “well” for product samplers to drop and adhere into.
The Quad Promo Page is patent-pending
Streamline the Path to Purchase With A Promotion
Opportunities for Print and Digital Integration:
A Redeemable or Other Promotional Offer
Heavy digital coupon users shop 47% more often than the average shopper.
"Digital Coupon Redeemer: Shopper Trends“
27% of millennials indicated they are using more mobile coupons
Valassis “Purse String Survey”
Newspaper
Email/Coupon Alerts
Internet S
earches
Mailb
ox
In Store
Offers
Links
From Sa
vings C
ites/B
logs
Retail Circ
ulars
Coupon books0%
10%
20%
30%
40%
50%
60%
% of Millennials Receive Their Coupons from…
A Redeemable or Other Promotional Offer
20
Personalized gift-cards allow marketers to accurately target consumers.
Removable cookie-shaped card is a call-to-action for free cookies at the hotel chain.
A Redeemable or Other Promotional Offer“Editorial Could Be Retailer”
VIDEO: Redbook “Beauty Buys Under $25” Integrates to Retail Site
In SummationMerging Digital to Print:
Key Takeaways
The most lucrative print marketing offers a high-quality experience.
After a quality print experience, a mobile or digital interaction allows consumer to respond.
This creates new retail opportunities and offers valuable data for continued communications.
