FYI: Print Marketing is Not Dead.

ABOUT THIS EPISODE

Print is the Rodney Dangerfield of marketing; it gets no respect.

These days, it's all digital all the time. But print hasn't disappeared. It's still important and a key part of the marketing mix.

In this episode of Marketing SparkJoanne Gore, an experienced B2B marketer, talks about how print and digital can form a beautiful marriage to drive marketing success.

To learn more about Joanne and why print still matters, visit the show notes.

Hello, my name is Mark Evans and I'dlike to welcome you to marketing spark the podcast that delivers small dosesof insight tools and tips from marketers and entrepreneurs in thetrenches by small doses, its conversations that are fifteen minutesor less about marketer successes failures and what they've learned ontoday's show we're going to talk about print yes print as much as everyone isobsessed with digital marketing print is alive and well, and I'm excited totalk to Joanne Gore, a beautibul marketer who's, passionate about printJoanne, has spent the last three decades driving business with programsthat generate awareness, customer engagement and Growth Welcome tomarketing spark high mark. Thanks for having me, it's really a pleasure toconnect with you and talk about one of my passions, a former newspaperreporter an ink stained newspaper reporter I love print and for thatmatter paper in a digital age. It's...

...easy to forget about prints, so myquestion to you is Prince still relevant: Does it still impactconsumers and work for brands? The actual answer I would have to face now,however, that's because print is not print as we know it. So let me explain, imagine you walkinto the Lce Work Mate on Canadian, the Liquor Control Board or wherever youbuy your alcohol. So when you walk in there, what do you see why I see amagazine? I see bottles with printed labels on them. That to me is printright. What about the packages there in? Are you seeing a difference now andlet's say the boxes that they come in today versus maybe what they came inten years ago? I'm not sure. Maybe you can explain that to me sure. So, if youthink about packaging today, in a lot of it is all about go back to thatunboxing experience from a couple years ago, remember when there were likesixty million people were watching you...

...tube to watch people unbox things. Itwas the whole experience, and that's really, I think, where the packagingindustry really started to take off when it comes to embellishment. Theseare the things like foil. Those Satin touches those. It almost looks likeglitter and Ryan Stones, and all these really really cool things that you seein the beer story in the wine store on your grocery store in almost any storethat whole experience. That touched that feel that memory that is relevant,and that is why print is relevant, but nobody thinks of it as print when Ithink of print, I think of newspapers, magazines, books, you know the kind of stuff thatyou touch and feel, but what you're saying is that print and copy for thatmatter is everywhere. It touches the products that we see how how weinteract with products these days. Does...

...it confuse people when we just sayprint? I think I think a lot of people still think of print as stationarybusiness, cars letter, heads and envelopes and granted business cardshave a whole other life and genre of their own. But I just want to point outyou, because I know we're wrapped up for time and there's so many points Iotway get across. Studies have shown that Hap tic touch, which is the memory,the touch memory, that's the type of memory that has the strongest impact onthe human brain. So any time you can take that digital experience, whichagain can be all immersing, interactive, augmented reality I get it, but whenyou lay on that touch to it, so imagine you're going through your buyingsomething, and then you get like a really custom piece of direct mail andI'm not talking about your standard letter and again it's the wholeexperience. Have you ever got a welcome kid if he, after you've purchased aproduct or your new phone it again, it goes back to that memory of touch thatmemory of Oh, it's going to stick with...

...me. So if you're somebody WHO'sconsidering a purchase- and you are doing the digital journey that we alldo at some point in that journey, imagine if you got a piece of directmale that tied you back to that experience. You had how much morevaluable that would be. So I look at print as sort of a high value touch inthe overall customer journey acquisition. It's interesting that youmentioned the idea of getting a note when you buy something so for me arecent example was I needed to get a microphone stand. So, of course youorder it on Amazon. The package arrives the print on that box sort of sets thefirst impression, so you open the box and increasingly what you'll get. As anote says, hope you enjoy your product. If you have feedback, here's where youcan leave it. If you want to do a you want to sit share in social media, so Ican see the interaction or the combination between online and print.What I'm wondering about is the rule of...

...print within a increasingly digitalworld, so people are consuming content and copy online, so has that forceprint to change is dis print, simply complement digital in the real world.How do you see that that relationship or the interaction between digital andprint these days again to me print, is one tactic in your marketing personal,just like social media, just like direct mail, just like digital directmail, just like so paper, Plick Edwards, you have a whole bunch of differentmarketing tactics at the end of the day, and this is where I, where I get on mylittle soap box, the most important thing for any companies, understandingwho they help and how they help, and once you know who you're helping, thenyou can start to understand what messages and what content that theywant to consume when they're trying to decide on what they're going to buydepending on what generation you are,...

...you may want to watch sort of a longlonger video you may, if you're technically inclined, you may want todownload a technical white paper, you might want to watch, go on social mediaand engage on Linton with the CEO of the company you're, considering I'mfrom because you want to know what this guy is all about through that allthere's the opportunity to elevate your engagement by making it hyper personal,when you compliment your digital with print, it does. But what I findinteresting is that this new generation of marketers they have grown up digitaland social media to them is the way that they communicate and interact.They don't think print first, like you and I used to do like they're. Not theyprobably don't read newspapers or magazines. Everything for them isdigital. Everything is online and so print may not be front and Center forthem. So when you are putting together...

...a market strategy, do you think today'smarketers down play the importance, uprent or maybe not even appreciate theimportance of prints in the total mix? I think that that's what it is andagain I think it goes back to what the perception is of print. As I think youare well aware that today's biggest consumer group in history is Gensei,Molino they're, going to count for four billion dollars in discretionaryspending like a ton of mine when surveys were done on college students.Ninety two per cent: that's almost a hundred percent, prefer reading printmaterial to digital mater. Seventy percent of millennial said that theyenjoy the smell and feel of cooks and paper, and fifty eight percent said thesame of magazine top twenty five printed magazines reached more adultsand teens than the top twenty five prime time shows think about. Have younoticed a lot of these photo books? Now you take all your digital images andnow face. Bookes is saying: Let's,...

...let's create a photo book for you,let's create a permanent memory of your digital memories. This is all the worldof print. Vitrin has done a huge boom for print in many ways when you thinkabout the promotional materials market, all of those logo packages, all your T,shirts, your hat, your pants, that's all print, it's just a different aspectof print yeah and you get some major on ring brands that are actually producingprint magazine these days exactly and now the whole so there's a new buzzwere called figit. Think about all the pop up boot, those pop up stores solike Nike and shop ifying. These huge brands are trying to bring a lot andagain. This was pretty ovid. Of course, when we could do these things, butthese pop up stores realize so much on print. If you think about it, the look,the feel of the touch everything that's in there, everything they selleverything that has their brand their...

...logo there. Everything about them hasnow been turned into a real touchable world that you can now go in andtraverse. So how does today's marketer Mary print and digital successfully?What are the things they need to think about when they're, putting together amarketing plan and of course they want to use digital? I mean they. Lovedigitally, understand digital, it's part of their everyday world, but howdo they bring print into the mix effectively? The easiest way I cananswer, that is to say direct mail and and again that takes on its own life. According to Canada, post four point:four percent success rate based on e compared to emails, zero point, one twopercent, so that's in open rate and conversion rate. There's a lot going onand again Canada post has done all of these neuro science studies showing howthe brain reacts to the Written Word, how it reacts digital versus print,Direct mail, why they engage US tons of...

...studies there as well. The bottom linegoes back to who you help and how and what are yourobjectives and goals, because you can throw anything to the wall, but thereality is. How are you going to measure success and if you are youdoing, are you trying to do brand awareness? Are you trying to generateleads? Are you looking for acquisition? What is the objective of your marketingprogram and then you can decide what are the tools that I need to engage theright people that are going to convert as quickly as possible and, moreimportantly, remember the experience and share it and become a greatreference. That sounds like a very sound plan, a marketing. So I ask youone final question, because I promised people I wouldn't take more than fiftyminutes of their time. Let's talk about measurement yeah, so the digital folksare unbelievably obsessed with the idea that everything can be measured. Soeverything should be measured, so they...

...can drug. So they can optimizecampaigns a drive roy. How does that apply to print? How does that apply toa billboard or direct mail or a make an advertisement in a magazine?How can you align the print world with the always quantified digital world? How do you measure success yeah exactly?How do you do that? How do you, what are the metrics for success? So I againit goes back to what your goal is. I mean it's the thing you know I get asthis question: How do you, how about Social Mega? How many leagues am Igoing to get at a social media when the expectation is leads and leads, aren'tnecessarily always going to be the end result and you are not marrying theright tactic to the right an result, so you have to understand its value. Itsvalue is to continue to engage and drive through the customer journey,whether it's before the sale during the sale or after the sale again. Thinkwelcome kits client on boarding one year, renewal statements all of thesethings where you are touching and...

...communicating with that end user usingprint so think about all the people who produce statements and in voices andinserts and onsets and cross promos and transpose and everything else. When youget your bill in the mail or even when it's presented to you online, howquickly is somebody going to pay that bill? Sun Is often tied to whether theyreceive a printed statement or a digital statement. Direct male can bemeasured. If you have a personal urls, where you give a send everybody theirown code, they go to their own landing page. You know exactly how to measurethat so again time back your goals and complimenting your digital strategywith print will only help increase conversions. If that's what you'regoing after, if you're going after brand awareness well, that's a wholeother set of marketing tactics that I don't even think digital commissionthat's great to an thanks for the...

...inside. I know we don't have a lot oftime and I'm sure you could go on for e lots and lots to a toa thanks forlistening to another episode of marketing spark if you enjoyed theconversation, plea leave review as well as subscribe by I tunes or yourfavorite podcast APP for show notes of today's conversation. Visit Mark Evans,Dotie, Slash Joanne Gore. If you have questions, feedback would like tosuggest a guest or looking for help with be to be marketing, send an emailto mark at Mark Evans, Gotza Tauto next time. I.

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