NFC Tags and Making Print Interactive (Webinar)
PHILADELPHIA—October, 21, 2013—The role of NFC (Near Field Communication) tags in the cross-media mix, how to implement an NFC campaign and examples of campaigns where NFC tags combined with print have been effectively deployed, were among some of the key topics discussed in the recent Webinar "Where Do NFC Tags Fit in Making Print Interactive." Hosted by Printing Impressions and sponsored by Canon Solutions America, the Webinar drew more than 600 registrants from all across the globe. The presenters included Matthew Bright, chair, NFC Forum Special Interest Group/director, technical marketing, at Kovio Inc.; Nate Mullikin, vice president of sales and marketing, Corporate Graphics International (a Taylor Corporation Co.); and Jill Krueger, IT director at Corporate Graphics International. The Webinar was moderated by Lisa Cross, associate director, business development strategies, at InfoTrends.
Cross presented some key findings on NFC, revealing that the average number of media types used in a marketing campaign is three; and that 47 percent of printed marketing materials have been linked to online digital channels in the past 12 months. Cross also noted that mobile is the fastest growing channel, followed by online/Web; and that spending on print is the highest, but it is a declining channel.
Bright discussed how NFC is one of the best methods to connect digital elements of campaigns, and how it provides an opportunity for printers to tap into the momentum toward mobile communication. "NFC brings new value to printed materials of all kinds by embedding intelligence in printed objects via NFC tags. It works by placing a mobile phone to a catalog, or to a piece of direct mail where you can, for example, see reviews from a local restaurant."
Corporate Graphics International's (CGI's) Mullikin and Krueger highlighted how NFC can be used to enhance the consumer experience. "You can interact with your customers on any device with interactive e-mail signatures, personal landing pages, contests, surveys, and coupons and special promotions," said Krueger. "The landscape of printed products has evolved to another level of consumer experience and our companies have been leaders in adopting these trends."
Krueger also pointed out that in addition to a customer's printed business cards, CGI offers an NFC enabled card, that when tapped with NFC enabled devices, will launch a mobile-friendly, branded landing page. "Pages are customized uniquely to not only match the info from traditional business cards, but to also offer an engaging interactive experience."
Registrants reported positive feedback to the Webinar. Here are just a few of the comments:
"The most valuable aspect of the Webinar was to hear the experts' opinions on where the technology is heading and how print and cross-media companies can go with it."
"Getting my feet wet in how to start implementing this. I had a basic understanding of what NFC does, but didn't know how to begin implementing it for customers."
"Very informative and I will definitely be doing more research and get more involved in incorporating this technology into my graphic design, printing and sign business. Thank You!"