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Picktre_GrafKomIO_May_2015

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Print and the ‘Net – From Frenemies to Friends with Benefits
Why has Print and the Internet largely failed to truly complement each other in the past (QRs anyone?) and about new solutions that can turn print and the ‘net from Frenemies to Friends with Benefits.

Be sure to download the PDF for the speaker notes . . some very nice meat there!

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Picktre_GrafKomIO_May_2015

  1. 1. GrafKom I/O May 2015 Print and the ‘Net From Frenemies to Friends with Benefits Ward Parsons
  2. 2. From Frenemies to Friends with Benefits • Print -> mobile – the past is largely a failure – why? • Print -> mobile – What’s changed in last 3 years • Print -> mobile – Linkz
  3. 3. Triggers, Phones, and payoffs
  4. 4. Both Print and the Mobile ‘Net are a means to an End Print’s goal is communication Mobile’s goal is communication Huge variety of use, size and format Huge variety of use, size and format Always tweaking and improving Always tweaking and improving Passive (physical) Active (transitory) 100s or 1000’s of years old 2-5 years old Communication between people is the common goal
  5. 5. QR codes have largely failed – Why? • Marketing (sales?) ignored end-users realities • What is the end-user experience? • Marketing jumped on a tech - not a solution • Does it accomplish the goal • Will it work? • Traditionally hard to do a good mobile formatted websites
  6. 6. QR codes have largely failed – Why? • Marketing (sales?) ignored end-users realities • What is the end-user experience? • Marketing jumped on a tech - not a solution • Does it accomplish the goal • Will it work? • Traditionally hard to do a good mobile formatted websites
  7. 7. Where were we Printers? • Every single horrible QR code ever made passed through a printer’s QA dept. • Adding value is the only way print will stay relevant and profitable • Adding value avoids commoditization • We must continue to innovate “Active Print” technologies and uses (and develop a better name!)
  8. 8. How to succeed with Print -> Mobile • Clear call to action (CTA) • Let end-user know they’ll get something valuable • Make Payoffs mobile appropriate • No desktop, PDF or heavy payoffs • Most importantly, pick the right customers and use cases.
  9. 9. Print -> Mobile uses that make sense Ideal Customer has Examples Printed Material A story to tell Craft Brewery, food supplements Labels, packaging, general printing & POS A captive audience Events, conferences & hotels General printing A passionate audience Environmental, health foods & mothers Labels, packaging, general printing & POS A multi-lingual audience Export market Labels, packaging & inserts Complex products Machinery, B2B Info and service instructions Approach FMCGs* at your own risk! *FMCG - Fast Moving Consumer Goods
  10. 10. Hjälper företag engagera sina kunder • Linkz hjälper varumärken att kommunicera och samarbeta med de människor som köper deras produkter och tjänster. • Linkz är en full-service lösning • Aktiv utskriftskodning • Mobilt skapande (microsite) • Analytisk plattform
  11. 11. Linkz – Print and the ’Net Friends with Benefits Triggers • Encoded images, QRs, barcodes, EAN13, NFC, RFID, iBeacons, etc Free App • iOS and Android Payoffs • Point and click mobile app development • Designed for sales and marketing to create and maintain mobile payoffs - no IT needed Analytics • Who, what, when, where and how much
  12. 12. A few Linkz Use Cases • Antalis (SE) print samples, trade shows • Balfour Beatty builder (UK) building signs and hoardings • Mattias von Wachenfeldt (SE) music instruction books • Big Hug Beer (UK) EANs, Labels and stickers • Karlstad CCC (SE) conferences guides • Karlstad Kommun (SE) conferences guides and polling • My Green Squares (UK) environmental loyalty scheme on image and EANs • Paragon (UK) Agent • Cash IT (SE) Marketing • Service Point (UK) Agent • Berkshire Labels (UK) Agent
  13. 13. GrafKom I/O May 2015 Print and the ‘Net From Frenemies to Friends with Benefits Ward Parsons
  14. 14. QRs are great - sometimes • When the end-user wins • When the effort is worth the payoff • When the end-user knows what they’re going to get • End-user gets batch level ingredients
  15. 15. 1 – Watermarking image (trigger) to be printed • Upload final art before print • Guided process prevents mistakes • Watermarked image returned in minutes for download • Immediately ready for testing via screen or digital printer • Print watermarked image as usual • Or use EAN, UPC, QR Code as a trigger 15
  16. 16. What is Image Watermarking (encoding) • Invisible code is embedded into images • Humans eye can not see them BUT smartphone cameras can! • The encode create very, very subtle noise in the image – which is actually the encode
  17. 17. 2 – Create Microsite • Copy and paste operation – designed to be used by sales and marketing folks • Guided and menu driven • No web design knowledge • Develop mobile responses that encourage engagement, interaction, purchase • Change messaging dynamically • Microsite uses a standard URL
  18. 18. 3 – Track and analyze user data • What was scanned, where, when, how often • Tag mobile device with unique ID, track engagement profile • Track users’ interaction to tune content to increase response rates • Securely store user information to help consumers interact and share data

Print and the ‘Net – From Frenemies to Friends with Benefits Why has Print and the Internet largely failed to truly complement each other in the past (QRs anyone?) and about new solutions that can turn print and the ‘net from Frenemies to Friends with Benefits. Be sure to download the PDF for the speaker notes . . some very nice meat there!

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