Graphics House Printing Part II Not so picture perfect...It’s been a few weeks since we talked about the strategic value of print. I left you with the first two of five best practices to ensure print is successful in your operation. Today, I want to wrap up the topic with best practices numbers 3, 4 and 5. Here we go: Five “Best Practices” to Ensure Print Success: 3, 4, 5 3. Print is Engaging Print is the only communication channel that can potentially engage all five human senses. Yes, all five! Sure, sight and touch are simple with print, but with a well-thought-out print program, you can integrate a sound chip, a sniff scratch and—with a bit more ingenuity—taste as well. With the proper use of paper, ink and finishing techniques, print has the ability to affect the senses unmatched by the e-channel. Bottom line: Human beings are sensory, and print can engage all five senses. Yes, all five! 4. Print is Sustainable We are a “green” nation—and understandably so. It is imperative that we take care of the planet for our children, rather than let them lie in wastelands filled with our disrespect. However, the good news is that print is sustainable and green. According to the USDA Forest Service, four million trees are planted daily in the U.S., and out of that number, 1.7 million per day are planted by the wood and paper industries, which equals about 620 million trees per year. Additionally, the chemical process used to produce digital print has dramatically improved with regard to green benchmarks and guidelines. Therefore, print is now a very sustainable part of the communication industry and can be leveraged in good conscience. 5. Print is Proven iPad, iPhone, Facebook, Twitter, SMS—these are but a few of the technologies that have changed our communication methods forever. Instantaneous communication, split-second response and immediate satisfaction are characteristics of this new e-centric world. However, print is proven—that the results you’re looking for are achievable with print. According to the Print Council, direct mail has directly influenced more consumers to buy than any other channel or communication. In fact, in many circumstances it may be the only channel you can accurately rely on. So, while planning your communication plan, remember print, as it will be “print” that puts the exclamation point on your strategy! Never has there been more pressure on making the right communication decisions in order to effectively reach the right audience at the right time with the right message. Now that consumers have so many more communication channels to select from, it’s up to you to decide which channel is most effective for each message. So go ahead: Exploit the e-messaging world, but also remember to think strategically—and when you do, contemplate this: “Print is still valued, still considered, still preferred by many and still necessary.”
Posted on: Wed, 17 Jul 2013 20:00:34 +0000
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