Since the Gutenberg printing press revolutionized how people receive information, the printing industry has witnessed a major evolution. Despite the invention of other mediums that have cropped up in history to disrupt this traditional channel, print has proven its adaptability by evolving with changing technologies and consumer demands and has longitudinally brought advertisers significant returns on their investments.
Despite its agility, some naysayers still believe that print is dead. While this might be the largest misunderstanding associated with the printing sector, it’s not the only one. In this article, we’ll explore and critique the five most prominent myths surrounding the printing industry.
Myth: Printed campaigns are no longer effective.
Silicone Edge Fabric Graphics (SEG) offers contemporary proof that printed campaigns are far from ineffective. Finished with a thin silicone strip (or welt/gasket), SEG is a high-resolution dye-sublimated fabric graphic. SEG offers a fashionable, economical, and customizable framing system that works well for a variety of marketing environments.
With SEG, the silicone strip is sewn directly to the edge of the graphic, which is then inserted into a frame with a recessed groove for easy setup and tear down. SEG framing allows for soft signage printing that can be easily altered to align with a rapidly changing marketing campaign.
Myth: Print is impossible to personalize.
The truth is this: Short run variable printing makes it simple for printed materials to be “personalized.” With short run variable printing, organizations can easily change text, graphics, and images from one printed piece to the next. In turn, information such as a logo or color scheme can remain constant.
Batch customizations allow graphics to differ slightly across various locations and chains while also providing high-speed and high-quality volume customization opportunities for different uses. Consider SEG framing again. It offers a reusable, customizable, economical and fashionable solution for enhancing signage. The result? An adaptive signage display that works well in any retail environment to display effective messaging.
Myth: Print and digital don’t mix.
Smart businesses embrace and utilize an integrated marketing approach, and as such, businesses who wish to reach the maximum number of targeted customers take an omnichannel marketing approach for their campaigns. They use traditional media such as newspaper ads or other print ads right alongside digital channels like social media posts.
While marketing campaigns should be cohesive with branding, strategic marketers will mix online and offline informational channels. For a complete branded marketing campaign, utilizing print alongside the digital can help broaden a business’s public attention and consumer platform.
Myth: Print is only affordable when done in large volumes.
Today, innovative technology has allowed companies to print short runs when necessary, as well as print-on-demand. Unlike past companies who had to invest more to save more, there’s no need to store printed materials that only take up space and aren’t ultimately used.
Myth: Print’s options are very limited.
When it comes time to print their marketing collateral, businesses have more options than ever before. Print quantity and size are no longer obstacles to achieving high-quality color print runs. What’s more, the number of substrates capable of digital printing allow utilization of virtually any material.
There are unlimited options for marketers, especially when considering soft signage. Digitally-printed fabric can be easily shipped, costs less, and with QR code utilization, it’s simple to find and finish smaller jobs quickly. You aren’t stuck with long runs of standardized dyed fabrics. With MCT’s laser, you can have both intricately-detailed jobs and jobs that are also longer than the cutting table size. And, contrary to other system limitations, MCT’s laser can also accurately cut polished acrylic, further adding to the types of work you can accomplish in a single production stream.
Maybe you’ve heard these myths, but we’re happy to debunk them. Here’s the truth: Print’s not dead. In fact, the printing industry is a thriving, agile market that can benefit organizations tremendously. Whether you’re looking for personalized print runs or Silicone Edge Fabric Graphics to diversify the content you’re putting out in the world, print is an integral part of marketing and brand awareness.
When composing an omnichannel marketing campaign, consider how traditional print and signage, in addition to digital mediums, can enhance your overarching strategy. And when you’re faced with a choice on who to consult for your printing needs, find out the truth about how print options can be an impactful complement to digital marketing initiatives.