Print in the Mix: Multi-Channel Approach to Marketing Improves Campaign Performance vs. Print-Only Campaigns A new study from InfoTrends entitled “Multi-Channel Communications Measurement and Benchmarking” found that:
• Marketers report an average improvement of 35 percent for multi-channel campaigns (using print, e-mail and Web landing pages) over single-channel, print-only campaigns.
• Personalization brings even more improvement to campaign performance. Marketers reported an average improvement of close to 50 percent for personalized multi-channel campaigns over static, print-only campaigns.
• Multi-channel communications also present a significant opportunity for print service providers to increase profitability. Two thirds of service provider respondents that offer multi-channel services reported improvements in overall revenues as a result of multi-channel communications, and half of these service provider respondents agree that campaigns utilizing print, e-mail and Web landing pages offer high, if not the highest, profitability among their services.
The study findings are based on surveys of more 200 corporate marketing professionals and over 300 service providers in the United States who are currently engaged in multi-channel communications. To qualify for participation in this survey, the marketers were required to be using more than one medium for their marketing activities.
The service providers were required to offer multi-channel campaign services. Due to this qualification, the mix of service provider respondents is not representative of the overall commercial printing market.
To read this Print in the Mix Fast Fact and additional print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
Bill McDonald has joined the sales team at Baltimore-based Bindagraphics Inc. He is now responsible for sales in the Mid-Atlantic region.
Houston-based Bayside Printing owner Rose Mary Bundscho was named the Hispanic Female Entrepreneur of the Year by the Houston -Hispanic Chamber of Commerce.
The Next Level Group, a performance group for printing companies established by co-founders Mike Kind and Mitch Evans, recently completed its third annual symposium in Orlando, FL. The symposium serves as a business planning and presentation meeting for each member company.
Sylvain Morissette has been selected as Transcontinental Inc.’s new vice president of corporate communications, and a member of the Montreal-based company’s executive committee.
Paul Borkowski is the new vice president of sales and business development at Loveland, CO-based Vision Graphics. The company also recently promoted Bill Jones to vice president of marketing services, and Tony Spandrio to vice president of production.
Joseph Kellenberger has been named president of Niles, IL-based The Argus Press, a division of the Nationwide Graphics/Premier Print Organization.
At Tucson, AZ-based West Press, Kristy Scharf has been promoted to company president and treasurer of the board. She succeeds Joel Levine, founder and principal owner, who assumed the role of board chairman.
Jonathan Fogel has joined MSP LLC, of New Canaan, CT, as partner. Fogel comes to MSP from Sandy Alexander, where he served as senior vice president. He rejoins former Sandy Alexander executives Roy Grossman and Chip Stine, who established a new enterprise that seeks to invest in printing-related companies with annual revenues in excess of $5 million.
Niles, IL-based JohnsByrne Co. has selected Matt Martin Eastern regional account manager. Martin comes to JohnsByrne from RR Donnelley.
At Dexter, MI-based Adair Printing, Bill Peretto has been designated as the new director of cross-media services. PI