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P R I N T & …
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Cover: McCoy Silk Cover 130 lb/352 gsm
Text: McCoy Silk Text 100lb/148gsm
Short Sheets: McCoy Silk Text 100lb/148gsm
Minibook: McCoy Silk Text 80lb/118gsm
Printed on a
Six-unit conventional press
Eight-unit UV press with anilox coating system
All images printed using 200 line screen (LPI) or
25 micron stochastic screening
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The Articles
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P R I N T & …
Four-Color Process
+ Spot Satin Varnish
+ Spot Gloss Varnish
+ Dull Varnish
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B O T TO M L I N E : R E S U LT S C O U N T !
Two Hits Process Black
+ Match Blue
+ Two Hits of Soft-Touch Coating
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We can talk endlessly about the future of publishing
and the merits of print vs. digital but it all
comes down to this:
Brand marketers will adopt whatever tools produce
the most effective results.
Today, that means a combination of approaches,
strategically planned to get the greatest impact
for the dollars spent.
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A C H O I C E O F P L AT F O R M S
Match Fluorescent Yellow,
Orange, Blue, Green, Pink
+ Process Black + Match Grey +
Spot Satin Varnish
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There are more than 200 well known Social
Networking Websites on the Internet
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Successful campaigns use
multiple mediums.
The metric analysis inevitably
points to print as a key component
in a successful integrated campaign.
N E U R O S C I E N T I F I C C O M PA R I S O N
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Print has more emotional pull for consumers than digital.
A neuroscience study discovered that paper-based
marketing- i.e. direct-mail- leaves a “deeper footprint”
in the brain than digital.
The physical act of handling tangible material feels
more “real’ to the brain, triggers emotional reactions,
which get internalized in your memory.
The brain associates the tactile quality of the piece
with its perception to the brand.
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Black Thermography
+ Red & Blue
Photo-Chromic Inks
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Product loyalty doubles if a brand can be experienced with several senses.
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Print has tangible physical properties
that make it a real object,
an artifact of the culture and the times.
With Print there is the pleasure of ownership.
This permanence complements the instantaneous,
constantly updated nature of digital.
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With print, they perceive
the brand tactilely,
making a more direct
one-to-one connection
between company and customer.
Print feels more personal,
more cognizant that it is “speaking”
to an individual.
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Print lies at the core of most
brand identity programs.
This where the elements of a brand
are defined and standardized.
Print lets brands control their own message
and tell their story the way they want it to be received
by using design to organize themes
and assign a visual hierarchy to information.
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Uninterrupted brand “speak”
While websites allow users to jump from
section to section in whatever order they please,
print is planned to direct readers’ eyes in a
sequential order of importance and communicate
the personality of a brand through choice of imagery,
typeface, color, paper, and printing techniques.
L A S T I N G I M P R E S S I O N S
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Four-Color Process
+ Second Process Black
+ Spot Gloss UV
(on skin care products)
Four-Color Process
+ Match Red Touch Plate
+ Spot Satin Varnish
+ Spot Matte UV
Four-Color Process
+ Second Black
+ Spot Dull (on Black)
+ Spot Gloss Varnish
(on all earrings)
Four-Color Process
+ Match Red Touch
(earrings & lips)
+ Spot Satin Varnish
+ Pearlescent Varnish
(on eye makeup)
+ Spot Gloss UV
(on earring)
Two Hits Black
+ Spot Dull Varnish
(on make-up diagram)
Four Color Process
+ Spot Satin Varnish
Four –Color Process
+ Spot Satin Varnish
+ Match Grey
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Print reinforces the message of quality
and pride of craftsmanship.
These lasting documents are an important way
to build credibility and trust.
C R O S S - C H A N N E L S A L E S
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Four-Color Process + Match Grey +
Match Red Touch Plate (on chairs) +
Spot Varnish +
Spot Grey Tinted Varnish (on catalog) +
Spot Gloss UV Coating (on tablet)
Biggest returns occur when print
and online components are synchronized
into a single marketing campaign.
The cost of print is typically higher than
online channels such as email and social media,
but it holds its own in terms of ROI.
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Integrated Marketing
There is a growing tendency for people to browse
through catalogs for ideas and inspirations,
then visit a retail store or the brand’s website
to complete their purchase.
84% of catalog recipients feel it’s easier
to shop online with a catalog in hand.
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Catalogs mailed to consumers are 30 times more
effective in making a sale than via electronic mail.
R E T U R N O N I N V E S T M E N T
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Direct mail response rates
remain above those for
digital channels and
continues to be consumers’
preferred means of receiving
marketing messages from brands.
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Direct mail continues to be consumers’
preferred means of receiving
marketing messages from brands.
Across all key verticals – from financial
and insurance to retail and personal care-
direct mail is preferred over email.
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Although 70% of surveyed marketers say they use
digital media for brand marketing, print remains an
important part of the communications mix.
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Direct mail generates 34 responses per 1,000
recipients, compared to one response per 1,000
through email marketing.
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Revenue has been shown to come in four times
higher and profits nearly six times higher than when
consumers are contacted through only one medium.
P R I N T A S L U X U RY
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There are nearly 460 publications that target the ultra rich-
a 400% increase over the 90 publications aimed at
the nation’s upper class since 1997.
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Four-Color Process
+ Match Bronze
+ Spot Gloss Varnish
+ Silver Liquid Coating
+ Spot Gloss UV Coating
Minibook Cover:
Four-Color Process
+ Spot Gloss Varnish
Minibook Pages 2-3:
Match Grey + Process Black.
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Fashion and beauty magazines, for instance,
attract about 50% more young readers
than they did in 2001
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Among 18 to 24 year olds, 69% say they prefer print
and paper communications to reading off a screen
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M E R G I N G T E C H N O L O G I E S
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Soon the debate over print versus digital
may become moot.
The distinction between print and digital,
2-D and 3-D still images and motion graphics
are merging into one.
Dashboard
Social Networking
- Pinerest
- Tumbler
YouTube
- Trailers
- Past Episodes
- Interviews
Store Front
- Merchandise
Parent Company
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The AR app used is
junaio by Metaio Four-Color Process + Two Hits Match Red
+ Match Red Touch Plate + Match Gray
+ Spot Satin Varnish + Spot Matte Varnish
+ Spot Gloss UV (on tablet)
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P U S H - P U L L M A R K E T I N G
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Four-Color Process
+ Match Grey
+ Spot Gloss Varnish
R E A L I T Y O F P R I N T
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Four-Color
Process
+ Match Gray
+ Spot Gloss
Varnish
(on bare hand)
Flocking
+
Embossing
(on wool
glove)
Spot Rubber
UV Coating
+
Embossing
(on rubber
glove)
Spot Leather UV
+ Embossing
(on leather glove)
Marketing using special finishing effects has been shown to increase sales by 18%.
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TA R G E T M A R K E T I N G
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Scan-imation
Four-Color Process
+ Second Process Black
+ Overall Satin Varnish
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V I S U A L I Z I N G T H E B R A N D
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Four-Color Process
+ Match Grey
+ Match Silver
+ Match Red
+ Spot Satin Varnish
+ Engraving (on eye)
+ Silver Foil Stamping
(on ABC)
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Print is one of the strongest mediums
for brand-based messages,
as well as establishing
the clout and legitimacy of a brand.
D E M O G R A P H I C S
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Four-Color Process + Match Grey + Reticulating Spot Satin Varnish and Spot Gloss
Varnish (on tan basket, green backpack, oranges, felt shoulder bag )
+ Spot Satin Varnish (on other bags), + Spot Gloss UV Coating (on magazines)
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T I M E L E S S M E D I U M
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Printing on paper may be centuries old,
but it is very much a medium for the new millennium.
Advances in both paper and printing technology have
allowed marketers to achieve effects that
were not possible a decade ago.
On the right paper, print can evoke nearly any texture
through various coatings and varnishes,
different inks, and special techniques.
Together, print and digital will enhance the
communication needs of the 21st century.
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…this might be the moment where print,
freed from its need to do everything,
becomes even better at doing
what it can do uniquely.
“Why Ebooks are Inspiring a New Age of Print”, Huffington Post, October 29, 2012
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Thank you
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