![Working together toward greater efficiency
Print is [not] boring!
Eddy Hagen
VIGC – 15/06/2011](https://image.slidesharecdn.com/201106print2dayvigcok-120506121559-phpapp02/85/print-is-not-boring-2011-1-320.jpg)
![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](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Print is [not] boring (2011)
- 1. Working together toward greater efficiency Print is [not] boring! Eddy Hagen VIGC – 15/06/2011
- 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
- 9. 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
- 14. 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
- 17. 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
- 20. 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
- 21. What matters
- 22. 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
- 23. 10/05/2011 Print2Day: Print is [not] boring! 23
- 24. Print is [not] boring! • How do we feel about… Contents • Print is boring! • So MUCH better! • What matters AdAge / Ipsos, 2011 10/05/2011 Print2Day: Print is [not] boring! 24
- 25. 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
- 27. 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
- 28. Print is [not] boring! • What matters most: relevancy! • I already ordered a printed card! Contents • Print is boring! • So MUCH better! • What matters 10/05/2011 Print2Day: Print is [not] boring! 28
- 29. Print is [not] boring! • What matters most: and accuracy… Contents • Print is boring! • So MUCH better! • What matters 10/05/2011 29
- 31. Not by definition boring!
- 32. 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
- 39. Don’t just believe me… Check with others!
- 44. But: it isn’t easy…
- 45. 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! • Don't believe me • The BIG issue 10/05/2011 Print2Day: Print is [not] boring! 45
- 47. Conclusions
- 48. 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! • Don't believe me • The BIG issue • Conclusions © VIGC - 10/05/2011 Print2Day: Print is [not] boring! 48
- 49. Thanks :-)
- 50. PS: the image of your company
- 51. 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
- 52. Titel seminarie Working together toward greater efficiency