Print Playbook 2022: marketing best practice for consumer brands
Many brands today are re-evaluating their relationship with digital marketing, as the costs of advertising increase and consumers’ attention becomes harder to capture. Print presents an opportunity to connect with customers in ways that digital cannot – but after two decades of digitalisation, how best to incorporate print into a modern marketing strategy? This free …
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Print x digital: the role of print in the marketing mix
The debate around ‘print vs. digital’ is misguided. Pioneering luxury, fashion and direct-to-consumer brands are treating them as complementary channels, to maximise customer engagement and lifetime value. “…the brand was concerned it wasn’t connecting deeply to its evolving target audiences — a mix of up-and-coming Millennials, high-earning Gen X’ers, and downsizing Boomers.” In order to …
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10 cost-saving tips for print productions
We’ve collated 10 tips that can help you save money on your next print production. To tally the potential savings, we’re using a 2,000 magazine print run as an example, but these points can be applied to any number of products. Now that digital has taken over as the mass-media format, print orders are becoming …
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Covid-19: leading your business through a crisis
Update: Park has been granted ‘Critical Supplier’ status, due to our work in government and pharmaceuticals. This means we’re able to to continue printing for brands in all industries. * A message from Alison Branch, Park Managing Director, to any business facing hardship as a result of Covid 19. Like many other businesses, the task …
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QR codes and AR in print: a marketer’s guide
The most effective uses of QR codes build additional engagement into printed media, and help brands gain direct relationships with their customers. Tonya Powers, Director of Marketing Production Print Solutions, Canon Solutions America, notes that ‘print today doesn’t stand separate from your digital strategy.’ In truth, many marketers are probably continuing to treat offline and …
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Effective print marketing starts with customer data
It’s surprising how many brands get carried away with the idea of ‘doing a magazine’, with little thought for how it will resonate with readers or support business objectives. Bumble, the dating app, tried to launch an eponymous publication a few years ago and never made it past the first issue. You can speculate as …
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