If you didn’t know any better, it would be easy to conclude that innovation in marketing and promotion is limited to the Internet. Technology is interesting, sexy and comes at us fast and furiously. True to form, the marketing world has continued to evolve along with – and at times drive – innovations in digital technology. All of this plays in to how print communication evolves with it.
Marketing has always been at the cusp of and the force behind media technology. Even tech that today is considered old-fashioned. Yes, there was a time when print communication was considered high tech. So of course marketers flocked to it and pushed it to new limits.
Although it seems like all eyes are on digital evolution, print communication is still evolving and still pushing new limits. For marketers that aren’t blinded by the glow of the latest mobile screen technology that’s good news! Print communication continues to offer an opportunity for creativity that goes beyond visual to physical.
There’s no scratch and sniff on an iPad! Just as digital media did in its early years, printing provides ways for a message to stand out. This allows it to be seen in ways that’s not expected. And, on top of that, the latest offerings of the print marketplace are a unique chance to be innovative.
Print Innovations Available to Marketers
The graphic and print communication industries is rapidly witnessing a change. We are printing different things, but a lot of printing is being done. Marketing, branding and promotion are necessities that will never die. New materials, processes and capabilities have changed the look of what rolls off printing presses. To the point that it might not be immediately identifiable printing in the traditional sense.
Printing industry innovations abound. Marketers and designers have access to new materials and processes. Those that were prohibitively expensive in the past are more affordable and accessible than ever. Utilization of various virtual tools and technologies brings printed and digital marketing communications together in harmony.
Whether it’s in design, production, post production or distribution, the advances available in the marketplace mean that print communication should be anything but stagnant. The time has come for brochures, billboards, packaging materials, point of sale displays, and all other forms of print marketing to rise to new levels of creativity, appeal and impact. All it takes is knowledge of what’s available and how to access it. Of course that can be tricky.
Accessing Innovations in Print Communication
Because today’s innovative printing is so far removed from what has been common for so long, we simply don’t recognize it as printing. That’s not surprising since you don’t generally see too many headlines proclaiming the latest and greatest from an industry that so many have unfortunately written off. The question, then, that comes to mind is how exactly do you go about discovering what’s new and available to you in the way of printed communication?
For one, having access to a broad range of vendors, is helpful. Sometimes you need to break free from what is comfortable to understand the opportunities that lie beyond. That’s not to say that you need to scrap the years of good service that you’ve received from your current printer. It’s just that if you keep doing what you’ve always done, you won’t give yourself the opportunity to bring your printed marketing materials up to the latest and greatest.
Another step to consider is the way you are buying your marketing materials. Locked into long term contracts? Buying off of an established rate card? If so, you’re basically stuck with the same processes, formats, sizes, stocks and outdated materials the contract or rate schedule was based upon. You may even find that changing things up and taking advantage of newer, more efficient production technologies can save you some money.
Mike isn’t just the Director of Marketing at eLynxx Solutions – he’s a customer-whisperer, a growth alchemist, and a trend-spotting oracle all rolled into one. His passion lies in igniting interest in eLynxx’s innovative solutions, fueling the company’s customer base, and using client feedback to steer the industry towards a brighter future.
