David's Biz Talk posts

Print communication - a viable tool to partner with web 2.0

I have been in the graphic arts business for many years, from production management of Selecciones (Spanish Reader's Digest) in Mexico to print sales rep and manager in Seattle. What fascinates me about the industry is it's always ahead of the curve technologically. Now comes web 2.0.

Finally, a mesh of marketing desires can be met. Social interaction, 2-way communication, with 1-to-1 print follow-up using variable data. The same data base can be used to communicate directly with the client via e-mail, web sites, etc and backed up with printed matter.

Why bother with the printing? Because print provides viability for a company. eg. We pass out business cards at our network F2F functions. We give out brochures at trade shows. We use banners and billboards, all produced by laser printers. And now, we can change the images, names and pertinent information on every piece mailed out. People store printed matter for later reference. Hence, printed matter makes a company real. In addition, not all people prefer tech-based communications. I read somewhere that the US still has 30% of the country w/o e-mail capabilities, which is remarkable given our size. Still some people do not get or use e-mail. They prefer to read printed matter.

So, we can network via our web 2.0 capabilities, plus use F2F network events like Biznik provides or chambers or Rotary. But, we'll still need to pass out those business cards, mail out announcements, provide reference material, etc. which should all refer to your web site and provide e-mail info., all which should collaboratively work together with great graphic design and good copy.

Yes, I love this web 2.0. It just creates more opportunity for marketers, graphic designers, writers and printers. Hence, I always am looking for those to partner with to create good marketing efforts for clients, although I'm just the printer, and love it. ~David Berkey / All Access Printing & Mailing