Print Vs digital media
Does the Future of Marketing Lie in the Print of the Past?Many have made the claim that marketing has entered a digital era and that print is no more. Those in the know, however, maintain that traditional hardcopy advertising still fulfills an irreplaceable role, and the evidence seems to back them up. While it’s undeniable that digital outreach is spreading like wildfire, print marketing is unlikely to give up the ghost anytime soon. In fact, scores of marketing insiders believe that as the digital arena expands, print will enter an unprecedented new era of prosperity to match. Here are some of the reasons why and a few of the ways traditional print might develop in the coming decades. Science Says There’s Always Going to Be a Place for PaperAccording to neuromarketing experts, the difference between print and digital goes farther than the medium itself. Studies reveal that from a cognitive standpoint, paper-based marketing is actually easier for audiences to process than its digital counterparts are.  The Value of Sensory StimulationIn one experiment, researchers used measurement techniques like eye-tracking and EEG scanning to understand how people’s brains reacted when they were exposed to digital and printed ads. Interestingly, they discovered that audiences had an easier time absorbing direct mail and recalling the brands it contained later on. Because physical marketing content is tactile and more firmly grounded in reality, it may be easier for people to remember. It might also be associated with stronger emotional responses that indicate that marketers are making deeper, lasting connections with consumers. A Subconscious Bias?In 2015, a similar assay was conducted by Temple University researchers on behalf of the U.S. Post Office. It discovered that although people were able to process digital ads quickly, they stayed engaged longer when they were presented with physical options. This gives you more time to make an impact. A week after being exposed to the ads, subjects still demonstrated higher emotional responses for the physical options. Viewing print ads was also associated with more neural activity in regions of the brain that are believed to correlate with concepts like subconscious value and desire. These studies also confirmed the idea that the majority of people don’t express an overwhelming preference for print or digital advertisements. Nonetheless, their brains definitely take note of the difference. The Current State of PrintHistorically, print has been a relatively stable marketing channel. In modern times, the promise of wild riches associated with digital channels has led some companies to abandon print entirely, and at first glance, younger, monied audiences seem to be rewarding them for these decisions. A closer look, however, shows that instead of receding into obscurity, printed advertising is merely in the midst of a major transition. Many of the people who claim that print is dead are referring to newspapers, which have admittedly been hit hard. It’s important not to conflate this kind of informational content with all forms of digital marketing. While consumers might prefer to find out what’s going on in the world around them by checking their smartphones and laptops, many actively resist the creeping encroachment of ads in such spaces. Sources like the Atlantic point out that online, it’s all too easy to overwhelm consumers with content, especially when you’re competing for views on platforms like Facebook or eBay. According to Nielsen,’s 2015 Global Trust in Advertising Report, when it comes to paid advertising, consumers place more faith in traditional techniques. Surprisingly, traditional media even engenders high levels of trust among the notorious millennial generation. Various forms of print media, like billboards, newspapers and magazines, significantly outpace online banner, video, social media and mobile phone ads. If there’s a lesson to take away from this, it’s that even if you stake out a home within the digital ecosystem, you should also make a place for your brand in the real world. Where Is Print Marketing Headed?The future looks good for print marketing, but as people become more engaged with diverse content, you’ll need to adjust your mindset to keep up. Try these suggestions: Improve on IntegrationsMarketing uniformly is crucial to ensuring the success of any outreach effort. Instead of publishing digital and print content independently, use tools that allow you to correlate and share assets between concurrent campaigns.Mobile marketing research demonstrates that around 83 percent of mobile consumers demand a seamless experience across multiple digital devices. Use coordinated print planning to ensure that their consumption of your content transitions into the real world without a snag. Make Your Print Ads InteractiveBy supplementing your paper marketing with QR codes, NFC technology and homogenous content, you can establish your brand as a stronger presence that even helps you track impressions. Of course, why stop there when you can go even further with printed materials that incorporate native interactivity?In 2012, for instance, Procter & Gamble joined other companies by inserting a video ad in Marie Claire magazine. Two years later, Motorola put out an interactive ad that let people change the color of one of its phones by touching a page in Wired magazine. Technologies like PrintScreen may soon allow you to print custom, flexible, touch-responsive displays on a wide variety of papers and surfaces. Interactive ads are becoming more sophisticated, and marketers should definitely get on board early.Cater to People’s PassionsFinally, you might just want to try branching out from buying printed ad space. Passion publication is a well-known strategy that concentrates on engaging audiences based on their interest in specific printed content. For instance, John Deere has published its own farming industry magazine for over a century. Firms like Red Bull, King Arthur Flour and Airbnb have followed suit with lifestyle publications of their own. No matter how print marketing evolves, advertisers will have to adapt too. Partnering with an experienced printer that provides comprehensive campaign management and logistics services may be the best way to keep all the pieces in order. To learn how, get in touch with a CORGFX specialist today.
Picking Your Print Vendor: 10 Reasons Smaller Is Better What do you look for in a corporate print vendor?
It may be wise to avoid huge providers, like RR Donley, Iron Mountain and Consolidated Graphics. The biggest, flashiest-looking options aren't necessarily the best, and working with them could actually be detrimental to your business. Unfortunately, it's all too easy to confuse size with actual quality. Choose poorly, and you'll be stuck with a vendor that promises the moon yet ends up lowering your marketing ROI. Size alone should never be the determining factor, but excessive size is a good clue that you should look elsewhere. Here are ten simple reasons to pick a smaller premier print vendor instead of some massive chain or national enterprise. 1. Customer Service Isn't Just a BuzzwordMany big providers claim to pride themselves on the quality of their customer service. According to management studies conducted around the turn of the century, however, customer service quality drops when businesses grow too big. Companies are generally better at hitting the customer service sweet spot when they use hybrid techniques drawn from large and small businesses alike. In the printing industry, you're more likely to encounter such characteristics in a smaller vendor. Unfortunately, their larger competitors lose sight of critical customer service factors along the way. 2. Clients Are the Main PriorityAs a business owner, you've got plenty of people to answer to. Your print vendor is probably in a similar situation, and with larger providers, you may not always be their primary concern.What bigger vendors supposedly gain in resources, they often lose in focus. Their business policies are more heavily affected by board members and shareholders, so they can't always fulfill your needs attentively. Even if their customer service doesn't suffer, the quality of their service offerings usually does.3. People Are Held AccountableYour next print marketing campaign may pass through dozens of pairs of hands and distribution centers before it reaches its final destination. This is often unavoidable. What's unacceptable is when this process sprawls out of control until it's impossible to track who's responsible for what Smaller print vendors maintain higher accountability. They help you use technology intelligently to determine where the blame or praise lies for each campaign action. In the end, you can make smarter choices about refining your overall process.4. Your Printer Advocates on Your BehalfGenuine advocacy is something you rarely observe with huge vendors. Even the most diligent big names simply lack the time to treat each job like it was their own, so your concerns may get lost in the shuffle. Working with a smaller company ensures that your interests are represented more accurately. For instance, if an ink or paper stock supplier wants to skimp on material quality, a smaller printer is more likely to put their foot down so that the results meet your standards.5. The Collateral Quality Is HigherBetter advocacy isn't the only reason smaller vendors offer better results. Their processes are more tightly controlled, so they avoid mistakes and ensure quality Company size is a well-known factor in the cost and efficacy of quality management systems. Although there are definitely solutions for any enterprise size, print vendors that aren't quite as large often enjoy significant advantages. When it comes to inspecting collateral, performing pre-production cleanup work and formatting marketing assets, they're more likely to stay on their toes.6. Processes Are More TransparentNo print provider should be a black box, but even those with relatively open methodologies can appear cloudy if they're too big. The more process data you have to sift through, the harder it is to understand what's actually going on. Exclusive print vendors reveal more. The data they provide is vital to minimizing costs and cutting down on process waste so that your campaigns reach wider audiences. Modern printers that start off small and focus on transparency from the beginning are also more likely to stay transparent over time.7. Communication Is OpenWhen you ask your print provider a question, how many layers of bureaucracy do you have to go through to get an answer? If you're working with one of the so-called big guys, it's probably far too many. A small vendor can offer you more direct lines of communication. Once you've discovered an issue, you're more likely to talk to someone who can actually fix it before it poses a major problem for your campaign.8. Pricing Is FairerNational commercial printers are notorious for gouging business customers on pricing. From charging for every request to increasing material markups to astronomical levels, they're well-known for trying to wring every drop of cash out of their clients. There's nothing wrong with trying to turn a profit, but it should be within the bounds of reason. Smaller print vendors respect this principle because their reputations are on the line with each client. They rely more heavily on repeat business and less on outrageous profits from prior fiscal years, so they consider it in their best interest to provide more equitable pricing. 9. You Build Better Working RelationshipsPartnering with a smaller vendor makes it easier to foster healthy working relationships. In other words, you can rely on your account being handled by a person you know instead of whoever happens to be manning the call center on a given day. This goes a long way towards increasing the success rate of future campaigns.10. The Solutions Actually Meet Your NeedsFor many business consumers, bespoke printing solutions are the main reason to go with smaller vendors. Instead of having to settle for a generic product, you get comprehensive printing and marketing systems that are specifically tailored to your workflows. As your campaign needs change, your printing methodology adapts in kind. Print marketing isn't a once-off affair. It demands sustainability and a premier print vendor that can create, manage and deliver impactful solutions. Visit Corporate Graphics online to learn why we're your best chance at superior print marketing ROI.
Why small printing firms can handle your job
With the huge number of large, nationwide printing companies that are available, you may be wondering if selecting a smaller firm is the right choice when it comes to handling the print management needs of your business. When you consider that to a large commercial printing organization you might just be an order number, but with a small firm you'll be a name and someone with whom they'll develop a personal relationship, the choice becomes clearer. Smaller print management firms are also less likely to engage in such practices as price gouging; have a greater degree of loyalty to their clients; are invested in their clients success (when you succeed, they succeed as well); and often pay greater attention to the details of each job than a larger firm. Smaller printing firms are also more adaptable than larger ones when it comes to providing your business with the ongoing support, recommendations and consultation you may require as your company expands and its printing needs evolve. You'll also find they have a higher degree of responsiveness to their clients than a large print automation firm. And, that response might just come in handy if you find yourself up against a tight deadline that involves a printing job. A larger firm might not be able to tackle an unexpected, last minute project, but a smaller firm with whom you have an established relationship can and more than likely will complete your job on time. So, you've decided to selecting a small firm to handle your printing needs. Before you sign a contract and decide which small print automation firm to hire, be sure to consider and answer a couple of key questions: Do you want to outsource all your business printing needs, everything from letter heads to billing to payslips or are you looking to reduce printing costs in one area such as billing or payment processing? When you answer those questions, you will be well on your way to choosing a small printing firm that can offer innovative solutions that are capable of adapting to your unique business environment. You should also remember that deciding on which printing firm to hire is unique to every individual. And, since most printing firms, regardless of size, offer quality work under tight deadlines for reasonable prices, how should you start the process of selecting which one is right for you? A good place to start is with samples, which most small printing firms will be happy to supply. Take a look at the quality of the firm's work before you decide to hire them. Be sure to pay special attention to the variety of formats, folds, die-outs, fonts and colors the firm uses. Many larger operations simply will not have the time for a prospective client to look at their work, but smaller ones will. Check the firm's references. A small firm will happily provide you with the names and numbers of its clients, where a larger firm may not feel the need to do so. Ask the references is the printer's work has been both consistently good and consistently on time. Keep in mind that your relationship with your printer is just that -- a relationship, and like everything else in life, things can and will go wrong from time to time. When you are checking with the firm's references, ask them how the printer has responded when things have gone wrong and difficulties have arisen. Smaller firms will also be able to give you a tour of their printing plant, which will provide you with even greater insight into their operation. Seeing whether a plant is clean and well-organized and how the firms employees interact with one another can tell you a lot about the printer. You should take hiring a commercial printing firm as seriously as hiring a new employee. Interview the firms you are interested in hiring and get their responses to certain key questions, such as: What systems are used to keep your data safe?What quality control systems are used?How long will it take to complete your printing job?What sorts of technology do they use to complete the job?Is the firm financially stable?Is the firm reliable? Finally, don't rely on price alone when hiring a small printing firm. You simply can't gauge how good (or bad) quality is based solely on price. Cheaper is not necessarily better, nor is the most expensive always the best fit for your needs. Carefully examine your printing budget and select a small printing firm that fits both your bottom line and requirements. Your printing job is the end product, and smaller printing firms do have the expertise, equipment and technological ability to handle your job.
Why Knowing the Customer Is so Important in Print Fulfillment
Worried about making deadlines on an upcoming printing project? Struggling with the need to stay within budget and still ensure custom marketing collateral gets delivered? You may not be alone. Many companies face major challenges when it comes to print ordering, management and fulfillment. Good planning can only help mitigate some of these hurdles. Without also changing the systems they use to complete projects, modern companies may never realize the high-efficiency printing practices they strive for. Corporate print services can't just be glorified printing presses. Instead, they need to know their customers and adapt to their needs in real time. Here are some of the reasons why so many business consumers are rethinking the way they create, manage and deliver print jobs. The Current State of the Corporate Printing IndustryPrinting technology has proliferated over the past few decades. Unfortunately, many of the companies that rely on it are also shackled to solutions that seem to be stuck in the past. While increasing numbers of vendors offer web-based ordering interfaces and marketing asset management tools that live in the cloud, they try to constrain users to very specific molds. The Problem With PrintingThe majority of turnkey solutions are designed as out-of-the-box apps. Even though this can shorten initial deployment cycles, users ultimately sacrifice significant amounts of time to continual tweaking and adjustment. Such burdens add up from job to job. As such, printing processes that ought to be routine gradually become impossible to control and customize. One of the biggest disadvantages of turnkey vendors is that they constrain their customers' marketing activities. Consider a company that only offers a limited range of print production services. Its clients have no other choice but to go elsewhere when they want to break into new marketing channels. They also have to ensure that their marketing assets, formatting specifications and branding guidelines survive the trip unscathed. These kinds of print marketing vendors are overwhelmingly common, but they make it extremely difficult to: Oversee processes,Perform accurate cost-benefit analyses,Minimize lead times,Create customized, campaign-specific marketing collateral, andRespond to new order requests rapidly. Why Is Printing Efficiency Such a Huge Deal?Don't be fooled by the common misconception that society has reached some kind of completely digital utopia. As recently as 2014, that almost four-fifths of households took the time to read direct-mail advertisements. At the same time, just under 40 percent of new customers reported trying businesses after receiving direct-mail ad content.Even those who focus on digital marketing have a hard time denying the importance of print media. that sending consumers direct mail and physical catalogs increases online revenue by 65 percent and 163 percent respectively. In May 2016, in terms of effective marketing channel reach. Print marketing is a critical form of outreach, and this isn't likely to change in the near future. Those who don't correct their print process inefficiencies are ultimately doomed to depressed marketing ROI. Breaking Free of the Old CycleHow do modern enterprises improve the way they operate? For many, the answer lies in finding new printing solutions. Although the world of corporate printing providers may seem largely uniform, there are a few inspired options that really stand out. These companies offer nimble systems that they customize to meet the demands of their clients. As a result, each solution is infinitely better suited to the marketing strategy in question than some generic alternative would be. Upgrading to a modernized vendor that uses technology intelligently to help you oversee your printing processes may be the key to cultivating a more sustainable marketing ecosystem. Choosing a Corporate Printing SolutionWhile there are many important factors to look for in a print vendor, the most effective providers are process and goal oriented. They facilitate superior management decisions, foster quantifiable ROI improvements and get print products to market faster. They also excel in three essential domains: Creating SolutionsThe best print vendors actually get to know their customers before trying to solve their problems. They learn what custom KPIs these corporate clients use to gauge their successes and tailor their print marketing programs to fulfill goals in these areas. Effective printing services also take the time to build comprehensive feedback mechanisms. This is critical to guaranteeing ease of use, improving long-term performance and determining whether subsequent enhancements are necessary. Managing ImplementationsYour print vendor's job isn't complete simply because they've offered a possible solution. While you're busy ordering new projects and creating marketing collateral, they need to provide reliable back-end services, such as maintaining web portals, routing reporting and billing data and managing fulfillment. Delivering Robust SystemsFinally, good print vendors deliver more than just solutions for specific projects. They also provide their users with complete, customizable workflows that let them tackle new campaigns and realize more using fewer resources. The best systems offer: Marketing automation for time-consuming processes,Digital portals that cater to the ordering and oversight needs of specific stakeholders,Consolidated asset-management tools that make it easy to publish and promote uniformly,High-quality print materials that can easily be tailored to specific campaigns and market segments,Lead times and product costs that significantly improve on what prior vendors could offer, andFlexible systems that can be updated, expanded and reworked to overcome future challenges. Is It Time to Upgrade Your Printing Service?Printed communication serves many different roles, but corporate demand can't be fulfilled by mere machines. To truly serve the needs of clients, printing providers must both be responsive and actually know their customers. Gain control over your print marketing. Learn about the Corporate Graphics Create, Manage and Deliver philosophy today.
Could You Be Doing More to Maximize Online Event Creation Opportunities?
Professional events aren't just about gathering the right people together at a given time and place. Your audiences, product showcases and venues are important, but without the printed marketing collateral to get your message out, they're fairly unproductive. Sadly, most online event creation websites limit you to merely scheduling gatherings, booking conference space and sending invites.To make the most of your online event creation opportunities, you'll need to adopt a more comprehensive approach. Here are some of the pros and cons of typical event creation platforms and ways you might do more with yours. Why Pay for Third-Party Systems at All?Handling all of your event creation tasks in-house or manually may seem like the obvious solution. Closer examination, however, quickly reveals why this strategy is ill-advised. Effective third-party systems provide numerous benefits, like giving you the ability to: Create events quickly and share information with other organizers,Populate invitee lists from existing contacts and other marketing data,Oversee resource usage and track budget expenses to optimize event ROI,Increase attendance for future events,Build better relationships with service providers, such as caterers and hospitality staff,Engage attendees via mobile apps and digital content, andManage speakers, booking, itineraries, presenters, venues and check-ins. Striving for the Event Creation IdealThe preceding advantages are definitely useful. As you may have noticed, however, they completely fail to address printed marketing materials.Why are printed materials so essential to conferences, meetings, trade shows and other professional gatherings? In short, it's because these events depend on the rapid, clear dissemination of information. For instance, attendees need to know where they're going. While mobile event tools and directory apps are becoming more prevalent, you can't always rely on every single participant being on board with these options. From menus and schedule fliers to basic banners, printed materials are essential to making the best use of multipurpose spaces, directing traffic and keeping everything running smoothly.Flyers and event literature also help organizers. When you need to train venue workers and other support staff quickly, printed documents are a surefire solution.Whether you're running a conference as an impartial host or you're trying to push your brand, you need to drum up interest before you can begin the main event. Advance marketing is a great way to increase attendance, and letting your sponsors know that they can count on visual advertising, such as banners and signage, gives them more incentive to chip in. Printed materials make promotion and information sharing far easier and thus heighten success rates. The real trick lies in finding a third-party system that lets you manage marketing collateral in addition to the event itself. Maximizing the Reach of Printed Event MaterialsComprehensive event generation tools that also integrate print media asset management aren't impossible to find. They're just extremely rare. Regardless which solution you finally settle on, it ought to incorporate: Multiuser-capable, automatable workflows,Printed material design and creation tools,Marketing asset management and collaboration systems,Per-event marketing collateral customization options,Print production capabilities, andComplete asset warehousing and delivery. Remember that these features are in addition to all of the other things you've already come to expect from a typical event management app. The major difference is that these add-ons give you the capability to do everything from one convenient location. Avoid out-of-the-box tools that actually make your work more complicated. For example, if your event creation website is good enough to schedule a conference and book a venue, it should also be smart enough to generate shipping information so that you don't have to mail the signage there yourself. Generic tools are prone to fall short of this comprehensive ideal. Pay for What You Actually UseOne of the biggest failures of standard event creation options is that they take on overhead like leaky ships take on water. When you purchase a license for a generic event creation app, you're essentially footing the bill for all the widgets the developer spent time programming in. Even if you don't actually use these features, you pay for them. This partially explains the emergence of custom event management tools and the proliferation of software-as-a-service in general. Bespoke options let you pick and choose the features you want so that your event management expenditures generate value.Custom event software is also better suited to your budget requirements. Because it includes the print marketing features you need to actually get the event off the ground successfully, you'll find it easier to implement profitable workflows. In other words, you can pay for what you use and ensure that the money is well spent. Perfecting an Ideal A-Z Event Creation SolutionIt's easy to list the characteristics you think you might prefer in a comprehensive event management software solution. It's not as simple to find them all out in the wild. You need to work with a partner that has the experience to create a customized system that satisfies your requirements even as they evolve. If your event software is truly successful, this won't be the last of the gatherings you hold, so it must be robust enough to keep pace with progress.Why not build something that performs necessary tasks well while still allowing for future expansion? Ensure that you can create events, design and deliver printed marketing materials and use custom metrics to track your ROI gains. Discover what a perfect event creation website looks like, and make your next gathering more successful. now to learn more.
"Corporate Graphics has been a key factor in the success of our supply chain product fulfillment. The integrated ordering and inventory management systems keeps us lean with less overhead on the floor. Volume flexibility has never been an issue for this vendor, they bend before we ask."
Pentair - Procurement Department
"Corporate Graphics took control and delivered! We needed a vendor to print and sell a new publication for our firm, The book also needed a purchase order option with in the e-commerce system. The solution they provided not only exceeded our expectations but our clients as well."
Fagen Friedman & Fulfrost
- Marketing & Communications