You may have read my previous article, on XCMYK and the business case: my ‘corona photobook’. Since the publication of that article, a lot has happened. And it’s an interesting story, and sometimes a sad one. But in the end: I got my book printed, in the quality I wanted!…
XCMYK is a rather simple method to produce an ‘expanded’ gamut with your standard printing inks on your standard, four-color printing press. You only need FM-screening, or another non-traditional screening, and a higher ink density. Although it seems an exciting technology, I recently found that it’s tough to find a printer using it. Which is a shame: there is definitely a business case for this.
With a color printer close to every desktop, the question arises: “Why should we spend all that money on preprinted letterheads if we can print the logo together with the rest of the letter?” Although this looks a valid proposition, not all logos are created equal and with some ‘unique’…
Checking your (physical) mailbox and collecting, opening the mail pieces is packed with emotions, positive emotions. A recent study in France proves this, with the help of new technologies. And this emotion-packed experience is something brands and marketers should be aware of: it can benefit your marketing. CONTENTS: The setup…
With the rise of digital information, digital communication, our way of reading, our way of consuming information has changed. And screens are not a 100% exact substitute for paper: our brain sees them differently. Let’s take a look at some scientific, neurological studies from the past few years on both…
Over the last few decades, print has seen a significant increase in quality. Just go to your bookshelf and take a look at an old book with color pictures to see it with your own eyes. And still today efforts are made to increase quality. One of them is certainly…
When looking at reports about where marketing is going, it’s very clear: mobile advertising is the rising star. But, let’s be honest, do you – as a consumer – like to get advertising on your smartphone? I recently asked this to a group of people and most were rather negative…
Getting Media Right, that’s the title of a new report by Kantar Millward Brown. As usual, the report offers great insights. But even more: if you read between the lines, there is a cry for help from marketers. One that forward thinking printing companies should respond to… CONTENTS: Some insights…
QR codes are dead, just ask any marketer or technology watcher. However: I’ve scanned more QR codes the last 6 months than ever before. And some of them were really clever. And they made it easier for me to do business with companies. And that’s where the benefits of QR…
This morning I received an email from Editor & Publisher, one of the few hundred interesting industry magazines I’m following. They said they missed me. As a human being, it gives me a warm feeling when being missed. But as an analyst I could only conclude that they are completely…
What do you do with the pile of publicity folders that you get every week? Chances are that you will take a look at them. That’s at least the conclusion of a study in Belgium: 92% of the people receiving publicity folders in their mailbox will read them. A 92%…
A few weeks ago, I published a step-by-step tutorial how to connect print campaigns to digital, by using HTML redirects. But it seems there is a much faster and better way. And with a little extra effort, you can even get your print campaigns into Google Analytics! Yes, you read…
It’s a fact: the internet, digital, social have grown significantly over the last years and are taking more and more of our time. Marketing money has followed that movement towards digital. But was that unconditional shift of marketing money to digital a good idea? Probably not. There are other, lesser…
Last week I saw an interesting graph by eMarketer.com, showing ‘Trusted Information Sources’. It clearly shows that people trust print ads (in newspapers/magazines) much more than digital ads (on websites): 54% vs 16%… So why are CMO’s still shifting the larger part of their (often limited) budget to digital? To…
It’s probably a big challenge for every company: missed sales. The million dollar question is how you can avoid missed sales. Well, here are two cases where innovation in print provided a solution. Nothing complicated, no high tech, just an easy answer to a real world problem. CONTENTS: Case 1:…