For issue #3 of The Fine Line newsletter, we asked The Online Print Coach, Colin Sinclair McDermott, about the biggest trends in print marketing.
Colin is a certified coach who helps businesses in the printing industry reach their goals. He also hosts his own podcast, The Printerviews, where he speaks to different companies in the printing industry about their experiences.
Here’s the full interview.
What big trends are you seeing in the print marketing industry?
One thing I see dominating the print marketing landscape is the coming together of digital and print experiences.
Elements like augmented reality and QR codes are bridging the gap in the customer journey between online and offline.
Marketers are using them to enhance engagement and provide valuable data-driven insights into what’s working and what isn’t.
Innocent Drinks did a great OOH campaign in the London Underground.
Travelers scanned QR codes on digital billboards to learn about the brand’s work to protect soil health and win garden seeds.
The results were excellent:
- 65% engagement rate
- 67% conversion rate
- 35% click-through rate
💡 Eight out of 10 consumers trust print advertisements the most when making a buying decision. (Source: PR Newswire).
You’ve been working with print companies for over 13 years. What are the most common print mistakes marketing teams make?
Not understanding different print processes. This leads to marketers neglecting things like color consistency.
Remember that what you see on screen versus the final output will likely be very different. Not to mention if, for instance, you’re using a range of print processes or different substrates.
Having a solid understanding of this, preempting these challenges, and educating your customers can certainly save on costly reprints. It will also raise your customers’ awareness of these challenges.
What key metrics should marketers focus on to measure the ROI of their print marketing efforts?
I mentioned earlier that QR codes are a growing trend in print marketing. One reason for this is that they’re a great tool for measuring engagement.
You can use the data from QR codes and similar tools to measure engagement. For example:
- How many times has the code been scanned
- How many website visits has it generated
- Did it lead to a conversion or specific call to action?
I recently saw a direct main contact of mine use another interesting metric. They used unique telephone numbers as part of a campaign to track its effectiveness.
💡 90% of print ads get opened, compared to around 20-30% of emails. (Source: DMA)
How does the “Rule of Seven” apply to print marketing?
There’s an old adage that says a potential customer needs to see your message at least seven times before they will make a decision if they want to work with you.
In the context of print marketing, this means consistent and repeated exposure.
That’s why I try to explain to my clients that it’s important to back up your print-related marketing with other touch points. These include:
- Email marketing
- Social media
- Other digital platforms
Nike’s “Just Do It” campaign is a great example. It’s present across print ads, digital media, and TV.
💡 Combining print and digital ads makes online campaigns 400% more effective (Source: Top Media Advertising, n.d.).
How can marketers ensure consistent high-quality print production across different print vendors?
My one piece of advice here is to try to stick with the same vendor for each particular process.
You might also find that using vendors who work to economies of scale and batch print is not the best solution. Where possible, highlight the importance of consistency as much as possible so they are fully aware of your expectations.
Consumer demand for eco-friendly products is growing. What are the most effective sustainable packaging materials and design strategies?
Sustainable packaging is becoming a must-have rather than a nice-to-have.
Recycled paper and cardboard are popular choices, but many companies are also exploring biodegradable and compostable materials. For example, seed papers, elephant dung, mushroom, and seaweed-based materials are emerging as innovative alternatives to traditional plastics.
In terms of design, minimalism is key. Reducing the amount of material used, simplifying packaging designs, and avoiding excessive inks or finishes can all contribute to a more sustainable product.
Brands that communicate their sustainability efforts on the packaging itself can also resonate better with eco-conscious consumers.
💡 Print advertising drives higher levels of brand recall than digital (77% vs. 46%). (Source: Newsworks, 2020).
Thanks for reading!
Stay tuned for next month’s issue.
