1. Working together toward greater efficiency
Print is [not] boring!
Eddy Hagen
VIGC – 15/06/2011

2. Print is [not] boring!
• Is it? Or not?
• Let’s take a look at the mail I received
Contents
• Print is boring!
© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 2

8. So MUCH better!

9. Print is [not] boring!
• So… print seems to be quite boring…
• Online, digital, it’s so MUCH better!
• At least, that’s what some people think…
• Think about it: does your design always look
the way you intended it? Let’s look a my
mail box…
Contents
• Print is boring!
• So MUCH better!
© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 9

14. Print is [not] boring!
• Online, digital, it’s so MUCH better!
• The sender does NOT control the final result:
it only looks as intended when the receiver
downloads the images, trusts you
• Print does not need to download images…
• Print from ‘trusted’ sources is never boring!
• But not always what you wish for…
Contents
• Print is boring!
• So MUCH better!
© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 14

17. Print is [not] boring!
• Online, digital, it’s so MUCH better!
• You can track responses!
• Not always…
• You can do that with print too!
• PURL’s (personalised url’s)
• QR-codes
• Embedded watermarks
Contents
• Print is boring!
• So MUCH better!
© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 17

18. http://mashable.com/2011/04/18/qr-code-design-tips/

20. Print is [not] boring!
• Online, digital, it’s so MUCH better!
• Don’t forget: not everybody has e-mail…
Contents
• Print is boring!
• So MUCH better!
© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 20

21. What matters

22. Print is [not] boring!
• What do people prefer, open?
Contents
• Print is boring!
• So MUCH better!
• What matters
Bron: CMO Council 2009,
“Why RELEVANCE DRIVES RESPONSE and RELATIONSHIPS”
© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 22

23. 10/05/2011 Print2Day: Print is [not] boring! 23

24. Print is [not] boring!
• How do we feel about…
Contents
• Print is boring!
• So MUCH better!
• What matters
AdAge / Ipsos, 2011
10/05/2011 Print2Day: Print is [not] boring! 24

25. Print is [not] boring!
• It’s not competition, it’s cooperation!
Contents
• Print is boring!
• So MUCH better!
• What matters
© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 25

27. Print is [not] boring!
• What matters most: relevancy!
Contents
• Print is boring!
• So MUCH better!
• What matters
Bron: CMO Council 2009,
“Why RELEVANCE DRIVES RESPONSE and RELATIONSHIPS”
10/05/2011 Print2Day: Print is [not] boring! 27

28. Print is [not] boring!
• What matters most: relevancy!
• I already ordered a printed card!
Contents
• Print is boring!
• So MUCH better!
• What matters
10/05/2011 Print2Day: Print is [not] boring! 28

29. Print is [not] boring!
• What matters most: and accuracy…
Contents
• Print is boring!
• So MUCH better!
• What matters
10/05/2011 29

31. Not by definition boring!

32. Print is [not] boring!
• It’s not boring by definition!
• Print can be pretty!
• Print can be exciting!
• Print can be convincing!
• Print can be a business generator!
• Print can enter everybody’s live!
Contents • Print is physical!
• Print is boring! • Print is tactile!
• So MUCH better!
• Print is emotion!
• What matters
• Not by definition!
10/05/2011 Print2Day: Print is [not] boring! 32

38. http://www.underconsideration.com/fpo/

39. Don’t just believe me…
Check with others!

44. But: it isn’t easy…

45. Print is [not] boring!
• The BIG issue: the right data
• Maintenance of database…
• E.g. returns
• ‘Enrichment’ of data, better quality
• Test! Refine! Test again!
• Investigate why people don’t react
• Address?
Contents
• Segmentation?
• Print is boring!
• Design?
• So MUCH better!
• What matters
• No end date of promotion?
• Not by definition!
• Don't believe me
• The BIG issue
10/05/2011 Print2Day: Print is [not] boring! 45

47. Conclusions

48. Print is not boring!
• Print is not by definition boring!
• Be inspired!
• Cooperation, not competition
• More channels = more response!
• The right data is the BIG issue
• Both for digital and print!
Contents
• Print is boring!
• So MUCH better!
• What matters
• Not by definition!
• Don't believe me
• The BIG issue
• Conclusions
© VIGC - 10/05/2011 Print2Day: Print is [not] boring! 48

49. Thanks :-)

50. PS: the image of your company

51. PPS: VIGC
• Vlaams Innovatiecentrum voor
Grafische Comunicatie
• Flemish Innovation Center for Graphic
Communication
• Knowledge center for the printing industry
• Expertise domains: color, PDF, automation,
standardisation, packaging & labels and
trendwatching
• You may know us from: Pantone Goe, the
spectrophotometer nightmare, myPANTONE
on the iPhone, PDF viewers study, VIGC PDF
viewer check, VIGC Live Preflight Profiles for
Adobe InDesign, VIGC GOS Output Suite, …
10/05/2011 Print2Day: Print is [not] boring! 51

52. Titel seminarie
Working together toward greater efficiency

53. Strategic partners VIGC