Nearly every industry is undergoing its own transformation due to new and emerging technologies. Few have been impacted as heavily as the print industry, and the relentless pace of change is exacerbating the challenges you face.
A technology company that enables people to find and order food for takeout or delivery had an interesting challenge. The business was growing quickly but needed creative marketing
strategies for two distinct groups: restaurants whose menus can be available on the firm’s app and website, and patrons who visit those restaurants and can use the service in the future.
Distributors are constantly talking about the need to transform their businesses from commodity-oriented organizations to marketing and communication service specialists. It’s a common and worthwhile goal, but there’s no roadmap (or even a starting point) to help most companies move forward along the path toward transformation.
Mer:Sea & Co. needed a product label that was alluring — like the beach itself — yet durable enough to withstand the demands of a bath/shower environment. Since the greatest challenges were to keep all product branding elements intact and keep printing costs economically proportionate to run size, Western States Envelope & Label determined flexo printing was best versus digital.
LOS ANGELES (June 2015) — David Mead and Justine Marzoni at Baby Clydesdale approached Label Choices in June 2015 in need of a no-label look on their line of hot sauces that would be consistent with their identity as a healthy, clean product with all natural ingredients. The client decided that a clear label would be an ideal approach to highlighting the vibrant color and texture of the sauces.
A powerful marketing and education tool is at your disposal. According to a report by Adobe, marketers worldwide find this type of content has the best ROI. Need another hint? Research firm Aberdeen Group found that companies using this tool experience 41 percent more web traffic from search than those who do not use it. Do you know what this marketing magic bullet is?
If you guessed video, then you’re correct. Video has swept into town, declared itself the new sheriff and is kicking out those who don’t comply. Bad comparison, but you get the idea — it’s time to embrace the new video culture or face the consequences.
Drawing on Inspiration
While making professional videos seems daunting, PSDA member company Flesh Co took the challenge in stride, creating its series of popular whiteboard videos. These short, one- to two- minute educational videos feature a narrator explaining a specific topic — such as barcodes — while an individual draws images to illustrate the narrator’s point. Roger Buck, director of marketing at Flesh Co, explains the idea to launch the whiteboard videos was pure poetic justice: It came from watching a video.
I’ve never been much of a follower. As a kid, I was called “unique,” which was a euphemism
for “weird.” My sisters excelled at soccer, basketball, lacrosse and track. My father wanted his daughters to compete — learning life’s tough lessons on the field or court — but I became a cheerleader instead. I think I caused my father’s early-onset baldness. I liked forging my own path. Following the rules and doing what everyone else did was not for me.