The new IKEA print catalogue is hitting the stores this week, and with its fresh evidence for the huge value brands place on paper. But it’s not just the Swedish furniture giant that’s putting its trust in print. The first couple of weeks of September is a momentous time in the lives of millions of homeowners around the world. Whether they want to completely redesign their homes, installing new kitchens or bathrooms, or just want a few extra bits of storage, early September marks a new beginning thanks to the arrival of the print version of the world’s most popular catalogue. The moment the IKEA print catalogue drops in the furniture brand’s 424 stores across the world marks an annual triumph for print. You should know the figures by now: 180 million copies, 283 pages, 72 different versions, 29 different languages. IKEA understand that the catalogue is their single most important piece of marketing – that’s why they devote 70% of their marketing budget to it.
Digital print is a powerful tool for audience engagement. As consumers are bombarded by new brand messages with every tap of their smartphones, personalized printed materials present an increasingly rare opportunity to cut through the noise.
“Companies can now take advantage of digital printing capabilities to deliver truly 1:1 personalized marketing that was once only attainable through digital marketing efforts,” says Tim Curtis, president and COO of CohereOne, a data-driven direct marketing agency. “The targeted 1:1 message is coupled with the higher response rates and conversion metrics of print. Win-win!”
To help marketers, agencies, designers, and print buyers unlock the potential of digital print, BRAND United University is offering a new comprehensive two-day course called “Digital Printing for Professionals.” During the course, industry innovators will present case studies and highlight digital printing technologies, equipping program participants with takeaways to achieve their strategic communications objectives. Hosted by BRAND United and the Specialty Graphic Imaging Association (SGIA), the program will take place Oct. 23-24 in Dallas in conjunction with PRINTING United.
In the following Q&A, Curtis explains why the “Digital Printing for Professionals” course is an important investment for today’s marketers. He also discusses how data technology is transforming direct mail, a topic he will cover in depth during his session about “Big Data and the Emergent Era of Print” on Day 2 of the program.
much more at: https://www.targetmarketingmag.com/article/digital-print-audience-engagement-tool/