Business | Talking Point
integrated with digital strategies, offering a unique opportunity to educate marketers and decision-makers. Print holds signifi cant value, especially in niche areas like banner and fabric printing, and direct mail marketing, recognised as cost-effective and impactful. Online discussions, including those on platforms like Reddit and blogs, often contrast print and digital marketing, yet they consistently acknowledge the enduring relevance of print, particularly in enhancing brand memory and engaging consumers through tangible, personal experiences. The discourse largely centres on cost and ROI, with
environmental considerations less frequently addressed, suggesting that the print industry could benefi t from leading conversations emphasising the unique strengths of print in a multi-channel strategy.
So who have you identifi ed as the key infl uencers in the print industry, and are their narratives refl ective of the whole industry?
The research identifi ed key infl uencers who have signifi cant sway over discussions about print. The narratives driven by these infl uencers tend to highlight the economic aspects of print, often comparing it to digital media. 50 stakeholders have been mapped across four areas of identifi ed interest: marketing and design, screenprinting, fashion and textiles, and photography. The key infl uencers include Rory Sutherland, Emma J
Shipley, Martin Parr and Adam Bridgland. They have driven a particularly positive note on the industry, with ideas such integrating print and digital marketing strategies for maximum impact and the artistry, nature, craftsmanship, imagination, and storytelling of print.
How will the IPIA use this early information to improve the outside world’s perception of print? Is there a roadmap of milestones it would like to pass? The good news is that the research is complete, and we have got the answers to the questions we raised. It told us many times over what print made happen - print made this experience, this emotion, this presence, this impact. It also showed us why print wasn’t considered as viable option, often in comparison with other media in relation to cost, complexity, ROI. The positive themes that came through from the mapping of thousands of online conversations around print, focussed on where potential and possibilities can be captured in a unique way. This is not news to the print industry - but to its infl uencing stake holders, print is central to how they view ways to communicate and connect in conjunction with other media: how to cut through
noise to create a specifi c point in a diverse context; the unique abilities of print to communicate purpose, impact, form, structure, texture; in ways other mediums cannot; connect audiences differently - and younger audiences who ‘discover’ printed elements that drive retention and recall. All this means we can establish trust, credibility and immerse the recipient - but we are relying on the creators to both plan, produce and place print where it can convey the message or form that is chosen.
The IPIA plans to use the insights gained from this research
to inform strategies that can positively impact the print industry, driving growth and innovation. The results were presented at the IPIA Annual Conference, providing a platform for discussion and collaboration on how to leverage these fi ndings. This involves engaging with identifi ed infl uencers, addressing gaps in current narratives, and promoting aspects of print that are less discussed, such as its environmental benefi ts and role in building trust.
What can individual print companies do to help ‘rebrand’ print, if indeed that’s what is needed? Print companies, particularly those in large-format digital print, can play a crucial role in rebranding the industry by actively participating in and shaping the conversations highlighted by the research. This might involve focusing on underrepresented topics like promoting the authenticity and trust that print can offer compared to digital media and exploring new opportunities in areas like digital and textile printing. By aligning with the broader industry narrative and contributing
to it, individual companies can help shift perceptions and demonstrate the continued relevance and value of print in today’s media landscape.
How do you see the New Narrative for Print ending? The ‘A New Narrative for Print’ project is set to continue its research long-term to evaluate marketing strategies on the evolving narrative surrounding print. The fi ndings will provide print leaders more strategic and informed approach to how the print industry positions itself within the broader media landscape. By identifying and engaging with key infl uencers and
understanding the narratives that resonate with various audiences, the IPIA and the wider industry can foster growth, innovation, and relevance. The end goal is not just to rebrand print but to ensure that it remains a vital and competitive medium, well-positioned to respond to challenges and seize new opportunities.
THE RESEARCH HAS IDENTIFIED WHAT IS
DRIVING THE NARRATIVE NOW IS A DEFENSIVE POSITION, NOT ONE OF PROMOTION
The new Acuity range represents the new blueprint for wide format, combining award-winning design, industrial build quality and a superb ROI. Fuelled by our market leading UV inks, we can help transform your business and give you a competitive edge.
Visit one of our demo centres to see for yourself.
www.imagereportsmag.co.uk | 13
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28
