BRAND United Bridges the Gap
One common complaint heard across the print industry, regardless of segment, is that marketers and brands don’t truly understand what is possible with print.
“BRAND United University showcases the best of digital print and its impact in the marketing mix,” notes Matt Steinmetz, event director, BRAND United University. “Day 1 attendees saw hundreds of best-of-class samples provided by BRAND United sponsors. Our goal is to inspire creativity and to elevate print by showing the marketing community what’s possible.”
The event kicked off with a keynote that stressed to marketers and print buyers that while it is tempting to think a brand is at the center of a customer’s universe, the reality is that it’s not. But it can complement what those customers are thinking. In fact, direct mail still plays a powerful role in the media mix. Seventy-seven percent of consumers pay attention to direct mail advertising, and 55% believe mail is the medium that gives the best impression of the sender. Fifty-seven percent are more likely to feel valued when brands contact them through mail. And direct mail outperforms all digital channels combined, with a 5.1% average response rate.
“Brand UNITED’s goal is to bridge the gap between print and marketing, offline and online,” notes Chris Lyons, president and CRO, BRAND United. “To share the impact of digital print.”