From Think Patented The Noodle, Vol. 15 Issue 1
During a campaign Street Level Studio conducted for Canon, Tanya Fretheim and her team created an interactive direct mail piece tying the brand’s inkjet technology to the five senses and real business results. After opening an individually addressed envelope, recipients found a personalized note from their Canon sales representative and a collection of full-color cards showcasing the remarkable print quality of a Canon sheetfed inkjet press.
Each card connected a single sense to a key benefit of the inkjet press, while the messaging on the back presented data on the press’ features and benefits, and an engaging call to action (CTA). The engagements included QR codes to order print samples; enter a sweepstakes and watch a video; smart speaker prompts to get more information; plus a link to the award-winning interactive varioPRINT iX-series online experience.
“Adding interactivity to print via the technology built into the devices most of us use every day is an obvious choice,” says Fretheim, CEO of the full-service marketing firm. “Giving audiences an easy and immediate way to act on an emotion or personally participate in the exchange of information adds even more value. The ability to graphically demonstrate the innovation of its digital production printing presses via vibrant colors, stunning images, media flexibility and creative possibilities was an obvious added advantage.”
The campaign not only won several industry awards for creativity, but also has become a staple go-to move for Canon’s sales and marketing team, which continues to lean in to direct mail as part of their engagement strategies. “Providing visibility as well as additional touchpoints and impressions across channels and throughout the buyer’s journey is critical,” Fretheim says. “The tangible connection between print and digital helps generate the kind of data that supports measurability, audience segmentation, granular targeting and personalization.”
As the marketing landscape continues to evolve, the seamless integration and creativity of print and digital strategies like the one Street Level Studio employed is helping unlock new opportunities for brands to engage audiences in meaningful ways. The marketing world continues to not only be a bastion of proof of print’s staying power as a marketing and communications medium, but also a vital complement to digital tactics.
Despite the digital hype, the current reality is that customer experiences have become commoditized, as brands continue to swim in a sea of sameness via digital and customer experience initiatives that lack emotional connection and brand relevance. Print, on the other hand, offers a unique opportunity to provide the tactile, memorable, hyper-personalized experiences that viscerally connect, engage more deeply and effectively convert— without sacrificing interactivity or analytics, thanks to advances in digital printing technology.
“Today, print can target specific audiences, flex the media to your message, track your print marketing results, send and trigger printed ads the same way you send emails, and more,” Fretheim says. “That is why we tell all our clients that including print in their omnichannel marketing mix is always the right decision.”
Ask Fretheim and other marketers and they will say that the best way to balance print and digital marketing efforts is to create dynamic, personalized content based on individual behaviors, needs and technology preferences. Some examples include using ads or printed catalogs to drive traffic directly to e-commerce platforms via QR codes; delivering custom direct mail featuring unique images, text and calls-to-action based on real-time user data; or capitalizing on the virality of social media by connecting posts to other campaign assets. Each is the kind of seamless cross-channel experience consumers have come to expect.
“There is no question that variable data printing is changing the game for personalization,” Fretheim says. “Brands can now offer highly personalized and customized printed products at scale, tailoring messages, images, designs and URLs not only to specific customer segments, but also to specific individuals. That kind of hyper-personalization is powerful, especially in print where it’s less expected. With everyone carrying a smartphone, QR codes have become another way to provide both connection and customization.”
For example, a quick scan can instantly connect from a printed brochure to a unique website landing page, video or piece of gated content. Augmented Reality (AR) offers an even more interactive level of engagement, where consumers can scan a printed piece to reveal everything from a 3D image to a product demo or an immersive video experience, fusing the physical and the digital worlds.
“Coming up with marketing strategies that maximize print’s power in tandem with the impact of digital requires calculated judgments and refined strategies is the next challenge,” Fretheim says. “Understanding the strengths of print—as well as the challenges related to its design parameters, physical attributes, cost-effective production, personalization potential, and environmental sustainability—is critical.”
Want more insights like this? Dive into The Noodle, Vol. 15 Issue 1 for fresh perspectives on marketing, technology, and creativity. Read the full issue here.
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