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Print is [not] boring (2011)

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Print is [not] boring (2011)

  1. 1. Working together toward greater efficiencyPrint is [not] boring! Eddy Hagen VIGC – 15/06/2011
  2. 2. Print is [not] boring! • Is it? Or not? • Let’s take a look at the mail I received Contents • Print is boring!© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 2
  3. 3. So MUCH better!
  4. 4. Print is [not] boring! • So… print seems to be quite boring… • Online, digital, it’s so MUCH better! • At least, that’s what some people think… • Think about it: does your design always look the way you intended it? Let’s look a my mail box… Contents • Print is boring! • So MUCH better!© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 9
  5. 5. Print is [not] boring! • Online, digital, it’s so MUCH better! • The sender does NOT control the final result: it only looks as intended when the receiver downloads the images, trusts you • Print does not need to download images… • Print from ‘trusted’ sources is never boring! • But not always what you wish for… Contents • Print is boring! • So MUCH better!© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 14
  6. 6. Print is [not] boring! • Online, digital, it’s so MUCH better! • You can track responses! • Not always… • You can do that with print too! • PURL’s (personalised url’s) • QR-codes • Embedded watermarks Contents • Print is boring! • So MUCH better!© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 17
  7. 7. http://mashable.com/2011/04/18/qr-code-design-tips/
  8. 8. Print is [not] boring! • Online, digital, it’s so MUCH better! • Don’t forget: not everybody has e-mail… Contents • Print is boring! • So MUCH better!© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 20
  9. 9. What matters
  10. 10. Print is [not] boring! • What do people prefer, open? Contents • Print is boring! • So MUCH better! • What matters Bron: CMO Council 2009, “Why RELEVANCE DRIVES RESPONSE and RELATIONSHIPS”© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 22
  11. 11. 10/05/2011 Print2Day: Print is [not] boring! 23
  12. 12. Print is [not] boring! • How do we feel about… Contents • Print is boring! • So MUCH better! • What matters AdAge / Ipsos, 201110/05/2011 Print2Day: Print is [not] boring! 24
  13. 13. Print is [not] boring! • It’s not competition, it’s cooperation! Contents • Print is boring! • So MUCH better! • What matters© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 25
  14. 14. Print is [not] boring! • What matters most: relevancy! Contents • Print is boring! • So MUCH better! • What matters Bron: CMO Council 2009, “Why RELEVANCE DRIVES RESPONSE and RELATIONSHIPS”10/05/2011 Print2Day: Print is [not] boring! 27
  15. 15. Print is [not] boring! • What matters most: relevancy! • I already ordered a printed card! Contents • Print is boring! • So MUCH better! • What matters10/05/2011 Print2Day: Print is [not] boring! 28
  16. 16. Print is [not] boring! • What matters most: and accuracy… Contents • Print is boring! • So MUCH better! • What matters10/05/2011 29
  17. 17. Not by definition boring!
  18. 18. Print is [not] boring! • It’s not boring by definition! • Print can be pretty! • Print can be exciting! • Print can be convincing! • Print can be a business generator! • Print can enter everybody’s live! Contents • Print is physical! • Print is boring! • Print is tactile! • So MUCH better! • Print is emotion! • What matters • Not by definition!10/05/2011 Print2Day: Print is [not] boring! 32
  19. 19. http://www.underconsideration.com/fpo/
  20. 20. Don’t just believe me… Check with others!
  21. 21. But: it isn’t easy…
  22. 22. Print is [not] boring! • The BIG issue: the right data • Maintenance of database… • E.g. returns • ‘Enrichment’ of data, better quality • Test! Refine! Test again! • Investigate why people don’t react • Address? Contents • Segmentation? • Print is boring! • Design? • So MUCH better! • What matters • No end date of promotion? • Not by definition! • Dont believe me • The BIG issue10/05/2011 Print2Day: Print is [not] boring! 45
  23. 23. Conclusions
  24. 24. Print is not boring! • Print is not by definition boring! • Be inspired! • Cooperation, not competition • More channels = more response! • The right data is the BIG issue • Both for digital and print! Contents • Print is boring! • So MUCH better! • What matters • Not by definition! • Dont believe me • The BIG issue • Conclusions© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 48
  25. 25. Thanks :-)
  26. 26. PS: the image of your company
  27. 27. PPS: VIGC • Vlaams Innovatiecentrum voor Grafische Comunicatie • Flemish Innovation Center for Graphic Communication • Knowledge center for the printing industry • Expertise domains: color, PDF, automation, standardisation, packaging & labels and trendwatching • You may know us from: Pantone Goe, the spectrophotometer nightmare, myPANTONE on the iPhone, PDF viewers study, VIGC PDF viewer check, VIGC Live Preflight Profiles for Adobe InDesign, VIGC GOS Output Suite, …10/05/2011 Print2Day: Print is [not] boring! 51
  28. 28. Titel seminarieWorking together toward greater efficiency
  29. 29. Strategic partners VIGC

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