The IPIA has now finalised the white paper accompanying its research for its ‘New Narrative for Print’ strategy. The aim of the initiative is to permanently shift the perception of print across an end-user and consumer audience.
The white paper distils the key findings of the research – an example being how trust in print as a communications and marketing medium is very high among consumers and results in high-engagement rates and positive sentiment towards the medium, says the IPIA.
Exploring the perception and trust in print, the research revealed narratives surrounding print, which included cost and complexity balanced with an understanding of how printed elements in the campaign mix could be effective. Taking the strategic use of direct mail to generate higher response rates – when compared to digital only campaigns – as an example, the white paper discusses the role of print to stimulate engagement and trigger action across target audiences.
The white paper addresses a range of areas impacting and affecting outcomes in the industry, supported by the IPIA’s research. These are: the role of buyer perception and consumer trust; how the industry resonates across other sectors; challenging the perceptions of print and profitability; where opportunities for market growth can be found; addressing sustainability myths; how the IPIA are going to influence perceptions of print.
The IPIA has also created the ‘Print Made This’ campaign to further strengthen the positive perception of our sector – it is designed to stimulate the conversation the print industry needs to have with print buying markets and consumers.
Alasdair Browne, IPIA vice chair and chair, commented, ‘By obtaining an accurate picture of how the print industry and its products are perceived – and by identifying the most influential individuals and organisations driving these perceptions – the IPIA and its partners can develop a long-term strategy to strengthen the print market in the UK.’
