Blog

Bold statement, in an age of internet portals which deliver faceless, no support, and only transactional engagements. We exist to deliver customer service, and understanding with a blend of experience, values and pukka print.

We love working with people who have value sets similar to ours. Understand why a working relationship of understanding, and appreciation of the “craft” delivers not just a product, but something which will deliver above and beyond.

The Renaissance is just around the corner. Seriously we know this. No bullshit here. We talk to more and more people in marketing, and business, who are starting to question “the new norm”. The environment we have existed in, socially, politically and commercially has allowed “buzz fads” to lead and not be accountable. So, to some, it is just the bottom line, to the savvy it’s the return on investment.

Speed seems to have overtaken everything, instant gratification, quick fix and hit. However, can you remember, take in, and absorb important information in this environment? This has been echoed in two conversations recently

Chief Operating Executive and trustees at a board meeting (this was feedback to me by a trustee). “We are struggling to get engagement; we are getting less, and less event sign-ups. It takes more work to get people involved.” The trustee then asked the question around the “how” to the answer was “email shots, website portal entries, professional social media etc” The trustee then said, “Have you thought about targeted physical mail?” Yes, he’s a friend of ours and knows what we can do.

Another interesting conversation from a Marketing Executive who we know well “We’ve not been looking at the metrics, my manager/business isn’t bothered”

If you aren’t looking at the performance how do you know you are getting the results?

If you were in the Maclaren team, data, stats, and break-down analysis are key to tweak, change and develop. So, does this explain why this country’s growth is so stunted at the moment? Existing, rather than the desire to achieve? The definition of insanity is doing the same and expecting different results.

Thursday evening was a night out at Wilsons Republic (WR10 event), which is a creative community gathering in Huddersfield. The biggest learning from the event was the freedom of creativity. This freedom in creativity allows for the opportunity to “break the rules”, and to do something different, which is key to making an impact. Both the speakers; Dani Molyneux from Dotto and Tony Brook from Spin both ably demonstrated this break the rules and start the creativity. What was also very apparent, was that both them as skilled practitioners could transcribe this creativity into very reproducible work, or very print-savvy. Something which fresh, younger designers struggle to make happen.

Both of the above designers illustrated beautifully the impact which good design, which was considered for the mediums they were working with could truly deliver. This was backed up in conversation with Graphic Designers who knew about print, however, didn’t practise or promote print (we did talk to some who do print). The design process is all about creating an experience, helping marketers craft the journey, utilisation of different mediums is essential – both physical and digital.

We believe that the right piece of physical marketing or print can go a long way in moving on a customer journey. Everyday mundane, really doesn’t kick it now. Here are our headlines to making it work…

–           Be creative, challenge your audience, and thus be rememberable.
–           Structure and performance before making it look pretty – simple is sometimes best.
–           Be tactile and use different textures, paper has a huge range of textures.
–           Finishing and presentation, use folds in different ways, look to use different shapes of collateral.
–           Linked into the customer journey, what is the next action you want the customer/reader to do?
–           Make people talk about it.

So, if you want to be in the next wave of marketing, perhaps it’s time to revisit the “marketing mix” as we used to call it. Or the “marketing toolbox”, remember one tool doesn’t do every job.

The team at HAD-Print has over 70 years of experience between us. Ranging from magazine production, book production, commercial print, marketing agency and a lot of hands-on print experience. Harnessing digital print technologies with a wealth of experience brings a unique.

So, are you brave? Or are you mundane?

I’d hazard a guess you’re mundane, so don’t do any action after reading this.

If you’re ballsy, brave, an agent provocateur, leader in what you do – really simply talk to us.