Three minutes with Andy Harris, Professional Print Solutions, Canon Europe and UK.
How do you think the role of print is viewed as part of the marketing mix?
Print still plays a highly regarded role in marketing campaigns and is an extremely effective communications tool. While the number of communications channels continues to grow, so too do the opportunities for print – and the move to cross media is presenting an even more cohesive approach to targeted messaging.
According to research commissioned by Canon, print is being used in 94% of multi-channel marketing campaigns. Whether this is because printed materials are tangible and have the ability to engage multiple senses, or because they can capture the imagination and stick in the memory of recipients, the numbers speak for themselves.
What is becoming increasingly important is measuring the effectiveness of print and for print service providers (PSPs) to demonstrate that this medium is providing a desirable ROI.
How do you think printed materials can complement other communications channels?
Print is incredibly versatile. The sky is the limit in terms of originality. Combine this with an interactive element via cross media and marketers have an exciting way to reach audiences like never before.
Cross media technologies make it possible to integrate marketing campaigns so that the different platforms not only interlink, but actually work together. Leaflets can contain QR codes that link to websites where promotional offers can be found – driving recipients from print to online in seconds.
Billboard posters can contain images which, when scanned using a smartphone app, lead the consumer to an online registration area where they can register for copies of personalised printed catalogues. There really are no boundaries, and it is this ingenuity that PSPs can bring to campaigns and really add value to the customer’s communications. The important thing with cross media is that it is measurable – the value of print in the communications mix can actually be quantified.
Is cross media a hard-sell, and what tips do you have for printers in selling cross media services to their customers?
Printers need to be clued-up and understand exactly what the customer is looking to achieve from their campaign (whichever platform they intend to use). Instead of asking the typical questions to print buyers, perhaps now is the time to up-sell services and look for the value added opportunities: ‘Did you know that we could personalise this for each recipient using digital print?’; or ‘how is this piece of print going to integrate with other platforms you are using in this campaign?’.
