We recently hosted an engaging webinar in partnership with the Procurement Foundry, ‘Unlocking the Future of Marketing Print’, bringing together procurement and marketing professionals to explore how to optimise print management processes and maximise the impact of print campaigns. Hosted by Mike Cadieux, Founder and CEO of the Procurement Foundry, and featuring an expert panel including perspectives from a client, a consultant, and a solution provider, the session delivered a 360° view of the evolving print landscape. Our speakers included:
- Tony Massey, Executive Director, APS Group
- Heather Padgett, Senior Commercial Marketing Manager, HOYA Vision Care North America
- Fre Rammeloo, CEO, Dexter Global Business Solutions Inc.
Print Media: Far from obsolete
The discussion kicked off with a look at what print media means today and the consensus was anything tangible that you can print on to display a brand message. Far from dying out, print is experiencing a renaissance and actually becoming a more unique communication method against its digital counterpart.
While digital dominates the marketing mix, print offers something tactile and immersive that can’t always be replicated online. From packaging that can’t be digitised to direct mail making a comeback, brands are rediscovering print’s ability to create meaningful, lasting impressions – especially as digital fatigue sets in among consumers.
Sustainability: More than a buzzword
It’s clear there is a growing demand for sustainability within the printing industry with it becoming more of a priority than just a ‘nice to have’. Becoming more aware and increasingly critical, both consumers and employees are driving change and pushing brands to adopt greener and more ethical practices with carbon offsetting and sustainability initiatives becoming more popular as solutions.
Attendees heard how the industry is innovating through recyclable materials, vegetable inks and on-demand printing to minimise waste. It was also highlighted that digital isn’t carbon-neutral either, and benchmarking environmental impacts across both channels is vital to help develop future strategy.
A blended approach for maximum impact
Rather than choosing between print and digital, speakers emphasised the power of using both mediums in partnership to encourage the consumers path to purchase. Strategies such as personalised print campaigns supported by digital tracking, QR codes, and A/B testing were showcased as ways to measure ROI and optimise the media mix. Asking consumers their communication preferences and innovating with customised communications were flagged as essential for ensuring print retains its share of voice.
Technology transforming print communications
The webinar explored how technology and AI are reshaping the print industry. From printed electronics and on-demand multilingual collateral to data-driven personalisation, the possibilities are expanding rapidly. AI’s ability to analyse data, speed up workflows, and generate creative ideas were all highlighted, it can even offer intelligence to predict how impactful a piece of creative or a campaign is going to be and then suggest improvements as a result.
Most brands are curious and dipping their toe into AI with some appearing more embracing whilst others more cautious, although this can sometimes be sector dependent. However, everyone agreed that human oversight remains critical to keep campaigns authentic and emotionally resonant.
So, what is a good corporate sourcing strategy?
The final topic focused on building a strong corporate sourcing strategy for print. Collaboration between procurement, marketing, and strategic partners emerged as key. Attendees were encouraged to engage printing partners early, consider innovation and sustainability alongside cost, and develop positive cross-departmental relationships to ensure print delivers value across the business. Working together with experts and stakeholders, both internally and externally, can provide deeper knowledge and understanding and better outcomes for all.
This webinar was packed with insights, expert perspectives and practical strategies for procurement and marketing professionals alike. To receive the full recording of the webinar, please fill in your details and a member of our team will be in touch with you soon.
Print is APS’s heritage, it’s where we began, talk to us today: [email protected].
