Find out how to add value, from idea to end user

If you haven't been using this powerful medium to its fullest potential, read on.

Often professionals in the marketing or advertising industry tend to view print as an administrative step in creating their desired materials and are frequently unaware of the extensive capabilities of graphic communication houses, some of which hold expertise in design, origination, database management, various printing techniques, finishing and fulfillment. As a result the visual and financial impact that the total graphic communication process can have on the overall outcome of a campaign is often underestimated.

Print is dynamic, it is powerful, it can reach and speak to thousands or to a single individual. Driven by technology and customer demands, graphic communications is now an exciting industry with many facets ranging from straight forward printing to the execution of a fully rounded campaign. This article is the first in a series designed to introduce you to the print and graphic communications industry in a way that is relevant to you and your industry. Furthermore, it will bring to your attention how valuable a printer can be if recognized and utilized as a strategic partner.

Some may question the importance of print in the marketing industry where the environment seems to be governed more and more by electronic media. Print, if used effectively is however, still a very powerful medium for the marketer particularly in terms of direct mail. To illustrate this, in October 2003, a survey of leading marketing professionals and advertisers in the US was undertaken to establish the best media for Return on Investment (ROI). While Cable TV was identified as the worst, direct mail was cited the best, with a 42% stake holding over the Internet, PR and TV. Furthermore, research conducted by Unilever also showed that when a TV advertising campaign was launched for a product, sales increased by 29%, however when the campaign was combined with print, sales of the product increased to 53%. These are some powerful figures that represent the growth and continued importance of print as a marketing tool.

Through this series we will aim to equip you with the skills needed to most effectively communicate with your printer in order to ensure that projects are completed to precisely meet your objectives. It involves less technical information and more practical pointers on how to assess various printers, print options and pricing issues. It will also serve to highlight the importance of the inclusion of your graphic communication house in the project from concept to completion. Upon its conclusion, the series will have guided you though the graphics communication journey so that you can use this powerful medium to your full advantage.