Clickable Paper: An Alternative for Opening the Door to the Omni-Channel World
Because omni-channel marketing is a relatively new and emerging concept, there's still time for print service providers to start small and expand in the future. In an earlier blog, I defined the omni-channel experiences: Building an Omni-Channel Strategy. In this blog, and subsequent blogs, I will share stories of print service providers that are starting to deliver omni-channel services. In June, I had the opportunity to moderate a panel of print providers offering omni-channel services at Ricoh’s INTERACT Conference.
A quick printer on a panel, with a long history of offering high-quality printing at extremely fast turnaround, realized the market was changing and it was time to develop a services portfolio that mapped with the needs of consumers that leverage multiple media channels.
While we typically think of quick print organizations as servicing short runs for small and medium businesses, these organizations are evolving to support an array of very large organizations that leverage a broad base of services. Today, quick printers are providing clients with a broad base of services, including design, offset and digital print, direct mail, signage, and a full complement of finishing support.
In this instance, the quick printer’s client was a professional sports team. Every sports team wants to provide attendees with an engaging and entertaining experience. The importance of the fan experience has increased over the past several years, especially as sports fans’ attention spans have decreased and ticket prices have increased. The quick printer was looking for techniques to help clients deliver a more seamless, entertaining, engaging fan experience.
The answer to the client’s needs was Clickable Paper, an interactive print solution that bridges the traditional offline-online gap. It connects print and digital with cloud-based intelligent image recognition software. The software lets users create multiple hotspots on a page, sign, poster, vehicle wrap, and other printed materials. Each hotspot links to one or multiple sources, instantly taking readers from two-dimensional printed content to online, multi-channel content. The iOS and Android mobile apps are free to download and easy to use.
Clickable Paper provided the opportunity to enhance the fan experience by creating an interactive experience with signage and event programs. The software meant that the event programs could take attendees on instant journeys from the printed page to photos, videos, statistics, and historical performances of their favorite players using a clean, markless method. Clickable Paper could connect with the audience in an immersive way. The tool set also enables printers to track engagement by monitoring click-throughs to make future recommendations for campaigns.
Printed materials play a key role in an omni-channel world. Solutions like Clickable Paper transform print media into a new revenue stream and keep in step with consumers who are increasingly using mobile devices. Regardless of the size of your organization, there are tools available to help you build an affordable omni-channel growth strategy, and Clickable Paper offers a simple way to deliver more value to clients while getting them started with their omni-channel strategy.
A digital printing and publishing pioneer and marketing expert, Barbara Pellow helps companies develop multi-media strategies that ride the information wave whether it is developing a strategy to launch a new product, building a strategic marketing plan or educating your sales force on how to deliver an effective value proposition. She brings the knowledge and skills to help companies expand and grow business opportunity. Barb has had a number of high-profile marketing and sales positions including Chief Marketing Officer for the Kodak Graphic Communications Group, Corporate Vice President of Marketing for IKON Office Solutions, and Vice President and General Manager for the Xerox Document Production Systems Group. She also served as the Gannett chair in integrated publishing sciences in Rochester Institute of Technology's (RIT) School of Printing Management and Sciences (SPMS). Most recently, Barb was the Group Director for Business Development at InfoTrends. She is currently the Manager of Pellow and Partners, LLC.
Barb can be reached via email at firstname.lastname@example.org (Mobile, 585-734-2228)