The Independent Printing Industries Association is working on a white paper to outline the findings of its New Narrative for Print research. The work, commissioned from communications agency Madano, seeks to understand the barriers that prevent brands and agencies specifying print. A key part of the campaign is to identify the 50 key influencers and persuade them of the power and effectiveness of print.
If this can be done successfully the result will be a greater appreciation of print and greater use of the medium. This is not about trying to say that print is better than digital says IPIA general manager Brendan Perring, but “to provide the industry with more firepower” to counter arguments and misconceptions about print.
It is he says about getting the message out that “our industry is sustainable, effective and it is digital” and mentions mailed piece from a wine retailer that was personalised, showed high production values and included a voucher that could be redeemed in store or via the corporate website. “Print made that sale happen,” he says.
The challenge is to persuade others that are not committed to print that this is a mistake. Some have been vocal about their antipathy to print and the campaign will be deemed successful if these high profile individuals change their minds.
The full data set belongs to the companies that have underwritten the research, Konica Minolta, Epson, Ricoh, Imprint MIS, the Printing Charity and Citipost, but the broad findings will be part of the white paper and the next step of the campaign.
The targeted individuals will be ‘loved bombed’ – invited to IPIA and member events and will also receive personal presentations where the research findings about how print is very effective will be front and centre.
The work was presented at the IPIA’s annual conference which also heard from printers that have transformed their businesses, buyers that are committed to the use of print and suppliers who depend on the use of print.
