New Tricks for Old Dogs
Recently, I attended the PODi (Print On Demand initiative) conference in Las Vegas and the images and content are still very fresh in my mind. In the midst of an extraordinary time, the conference indicated that there are exciting possibilities on the horizon. The attendance was solid and the acceptance of change was palpable.
The economy offers us no excuses going forward. Despite the need for dramatic cultural change, the printing and paper industry has avoided it like the plague. With a heavy dose of tradition and only traces of youthful ideas, the print industry has been able to “survive” for centuries. Countless craftsman, salespeople, and executives have clung to “what has always worked” with great stubbornness. However, the new economy, albeit uneasy, is teaching some of us old dogs new tricks.
The idea that print is dead has grown in popularity with the advent of the internet. However, if you take a closer look, you will see some things that will make you rethink print and its role. The ever increasing capabilities of the mobile phone may actually rejuvenate print. If you have not yet taken the time to educate yourself on things like QR codes and augmented reality, I suggest you get started. This stuff will blow your mind.
At CANVAS, we preach that print is a cornerstone to integrated marketing. More importantly, we believe that companies and their corresponding salespeople need to be defined by community rather than product. In other words, when companies stand for a specific group of people, they may end up selling them all kinds of different things. The traditions of print offer people a great conversation starter.
This economy has frazzled us all. We are in the midst of a restructuring and print will not be immune to change this time around. The good news is that if you are thoughtful and passionate and willing to define yourself by a certain group of customers, the answers will flow freely. On the other hand, if you define yourself by print or any other product for that matter, you will be left with questions.
Marketing personalities will win in the new landscape. People who have vision and who can truly understand their clients on a different level will lead the way. Print will play a major role but it is people who will sculpt where and when it is used. So, be excited, embrace the value of print, offset or digital, and lead the way.