Real-life examples of where high street brands have dramatically increased revenues through using cross media and other hi-tech applications – with print at its heart – have been outlined to a crowded World Print Summit at IPEX 2014.
At Ipex in London's ExCel centre, marketers and print specialists joined forces to pose the question, "Can Print Co-exist with Digital Communications in the future?" This was the title for Konica Minolta's thought-leadership panel chaired by Olaf Lorenz, General Manager, International Marketing Division, Konica Minolta Business Solutions Europe, which also included panelists Andy Barber, Chairman of PROKOM and General Manager, imail division of UK Mail; Andy Fry, Managing Director, Nova Direct; and Charlotte Graham-Cumming, Director, Ice Blue Sky creative agency.
More than 100 visitors were told how one hybrid mail solution had netted a €2million revenue boost for the Co-operative Group, a customer of imail, while another case study revealed that an integrated marketing campaign – with direct mail at its heart – had meant supplies of rhubarb at Waitrose had sold out within four days, instead of 14.
Andy Fry presented how augmented reality was a big business driver for print. One example showed how dinosaurs are being brought back to life by combining the power of print with latest digital technology. Software typically used in games technology for children is being re-engineered for practical applications in the real world.
The potential for print is enormous, according to Andy Fry, Managing Director of Nova Direct, who said using augmented reality for everyday uses is just at the start of a profitable journey into the future.
Mr Lorenz said: "From the discussions, it is clear that there is a world of opportunity for print providers to optimise their revenues through enabling new, profitable business by creating value through the many new applications in an increasingly digital world. Print is recognised as a central driver and crucial part of the communication mix."
