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IT Solutions


Mail Carriers


“The catalogue has two main objectives for Ikea. First, build the brand: show home furnishing expertise, inspire consumers with our range, understand the Ikea concept. Second, create traffic: invite people to the store, help them to prepare their shopping trip. The catalogue is a key part of our


marketing mix and a medium we use to reach the homes of the many people within our primary market area. Globally, it has one of the largest print runs and works very well for Ikea, with many people waiting for the new issue to be sent.”


Ikea spokesperson


Have these print detractors not noticed that uber-digital brands like Google are amongst the most prolific users of print—and that they use it to recruit customers they presumably cannot otherwise effectively target. Ditto the various broadband service providers. What we’re seeing is that print is actually more effective for these companies than online media. And you can bet they measure their results to the nth degree.


Then there is local press advertising, inserts and door drop deliveries used by major retailers to drive store traffic. How else can DIY chains and supermarkets saturate local areas and be guaranteed to attract customers into their branches? They are looking to reach as many people as they can within their catchment areas —only print can actually achieve this reliably and cost effectively. It is a competitive world out there and getting those special offers and discount coupons into consumers’ hands is vital for every store chain. How is Sky gaining all those new subscribers? Take a look at the inserts falling out of the weekend and local press, and at the space ads they are buying in the national media. Print dead, no we don’t think so, nor do they. And back to store chains, even those that now enjoy good levels of online grocery and non-grocery orders use print sent in the mail to deliver money-off coupons and loyalty-card statements complete with special-offer fliers to their online customers. They also produce extensive catalogues distributed in-store, as well as customer magazines. Print. Dead? Wake up and smell the roses!


“Because Priory Direct customers were selling online themselves and therefore ecommerce savvy, we thought that they’d like to receive everything online. Fortunately, we quickly realised we were missing a trick and that the opportunity to communicate personally with customers through a printed catalogue was invaluable and was a key way of sharing the full scope of our offering. It has become apparent that people do have offline time and it is important to have an offering for it. It’s still an important way of communicating with customers.”


Bob Pitman, managing director, Priory Business Group


Printing


Brookfields Way, Manvers, Wath-Upon-Deame, Rotherham, S63 5DL


Your business should be here generating valuable leads.


Contact: Mark Goddard, Sales Director Tel: 01709 768209 Mobile: 07990 511775 E:mark.goddard@garnett-dickinson.co.uk W:www.garnett-dickinson.co.uk


Specialists in printing high quality catalogues and brochures with exceptional customer service. Offering web-offset and digital printing along with binding and mailing under one roof. Fantastic prices on Press Finished products.


Training PERFORM YOUR OWN PRINT AUDIT a Masterclass for buyers, procurement & marketing executives


A professional workshop delivered by experts that will show you how to save £000’s on your annual print costs.


Choose to have it run exclusively for your own team or join one of shared small group training dates – easy access SW London venue:


• Monday 5th September • Wednesday 5th October • Wednesday 11th January


• Friday 3rd February • Wednesday 7th March • Wednesday 18th April


And on 30th November – Hilton Business Design Centre in association with ECMOD Direct Commerce Show


for more information or to book your places please call Kim Frow or Jenny Squire on 01271-866112


Call Michelle on 01271-866112 for full details


SAVINGS on B2B catalogue, packet and mail fulfilment and delivery.


BIG


Contact: Lee Barham Tel: +44 (0)20 3260 0100


51 Hailey Road, Erith, Kent DA18 4AA www.citipost.com


Paper Suppliers Print Management


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