Print works!

Trends and tips for

successful marketing.
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Creatura meta analysis.
Discover the benefits of print
in the marketing mix!

In our hectic digital world, we are currently witnessing

the return of analog. This is not only demonstrated by
successful print campaigns such as that of the shirt
manufacturer Olymp. A meta-analysis on the advertising
impact of print commissioned by the Creatura initiative
also comes to this conclusion. The Multisense Institute for
Sensory Marketing analyzed over 300 international
studies on the advertising impact of print and print
embellishment. On this basis, it derived practical recom-
mendations for using print in the digital age.

This booklet gives an insight into the results and summa-

rizes a few trends that further the case for including print
in the marketing mix. Furthermore, it provides tips to
keep in mind during the implementation.

The full meta-analysis “THE POWER OF PRINT” can be

ordered at www.creatura.de/metaanalyse.

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Every sense.
Experience analog.

The benefit of print is literally right in front of you. What’s more, embellishing
effects can appeal to each of our senses: visually through colors or shapes;
haptically through texture or weight; acoustically through sounds when
touched and in interaction; and through our sense of smell, e.g. by means of
fragrance additives. The greater the number of senses engaged, the higher
the levels of attention, interest and sales.
A successful practical example: The cruise operator AIDA Cruises sent
its customers a direct mailing showcasing three new travel offers. A small
bag contained a miniature version of a sun cream-scented AIDA towel, the
original of which customers were familiar with from their last trip. In a fol-
low-up survey, 22 percent more recipients remembered the sense-engaging
mailing than those who did not receive a scented towel. Moreover, twice as
many could recall the three promoted travel destinations.

Embellishments
Scented coating is just one of many embellishments that can be applied with
technology from Heidelberg. Find out what possibilities our Speedmaster
presses offer here:
heidelberg.com/en/speedmaster

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 rub and smell!

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A good combination.
Cross-media is the
key.

Companies achieve the greatest impact through cross-media communica-

tion. This was the conclusion of an international analysis of 3,200 cam-
paigns conducted between 2010 and 2015. The greater the number of adver-
tising channels used, the higher the return on investment (ROI). The use of a
second advertising channel increases the ROI of a campaign by 19 percent.
This rises to 23 percent with a third channel, 31 percent with a fourth and
35 percent with a fifth channel. In this regard, it is important to know the
strengths of each individual communication channel and find the appropriate
mix for the respective brand.
One thing is for sure: print plays a crucial role in the media mix, as it
enhances the effectiveness of the other channels. After all, it is the most
credible channel for the majority of recipients. This has also been the experi-
ence of fotokasten.de, an online provider of photo printing products. Cus-
tomers who received a print catalog followed by an e-mail, were 35 percent
more likely to make an order and spent an average of 55 percent more than
those who were only sent an advertising e-mail or a product catalog by mail.

Multi-channel management
Cross-media campaigns necessitate the cross-channel management of text
and images. Heidelberg will assist you – for example, with solutions for all
aspects of multi-channel publishing.

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7
Combine.
Analog + digital =
added value.

The digital trend must not exclude analog; rather, a combination of the two
can provide added value. This is demonstrated, for example, by record
players with built-in software for digitizing music or Polaroid cameras with
displays. Another successful combination of analog and digital is the Moles-
kine+ notebook with a smart pen. Notes written on special paper are
automatically transferred to a screen.
QR codes and smart codes, which can be integrated into product cat-
alogs and brochures, for example, are also popular in marketing. Attractively
presented content in printed form can encourage readers to engage more in-
tensively with marketing messages. In this way, print becomes a catalyst for
the awareness of digital content of all kinds. This can include further product
details, as well as surveys, coupons or competitions.

Print as a bridge builder

QR codes and smart codes are virtually the media bridge to the digital world.

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9
Experience.
Tangibly well
packed.

A U.S. study reveals just how important sensory experiences are for the sale
of a products. Participants in the study ascribed the highest product quality
to body lotion in a packaging that had a soft touch coating. Furthermore,
they were willing to pay a five percent higher price than for products without
a haptic effect.
Thanks to the palpably soft packaging, the potential customer judges
the product to be effective, as it promises equally soft skin. This happens un-
consciously within a fraction of a second. Although rational aspects such as
information about skin tolerance and nourishing extracts are also important,
they are secondary to the sensual-haptic experience.
This highlights the importance of appealing print packaging in the
purchase decision.

Touch & feel

Decisions taken at the point of sale are not least inspired by our sense of
touch. You can realize sales-promoting effects in packaging printing with the
Speedmaster XL 106, for example.

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11
Personalized.
Target group-specif-
ic appeal.

Cost-effective and quick digital printing is ideal for shorter print runs and a
target group-specific appeal. The travel agency Studiosus takes full advan-
tage of this. After every consultation, it prints and sends an individual travel
brochure that is tailored to the customer’s needs. In this case, too, market-
ing benefits from the intelligent and multifarious possibilities of print.
Besides top-quality, customized short runs, digital printing can also
be used for new applications such as personalized printing of three-dimen-
sional objects.

Inspiring diversity
Heidelberg provides flexible solutions for a wide range of digital printing
requirements. Be inspired by the variety of possibilities:
heidelberg.com/en/versafire

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13
Tips.
How the implemen-
tation works.

How can print be successfully used in marketing?

The following pages succinctly outline how print
can be made tangible.

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Use.
Systematic planning
and design.

1. 3.
Print always depends Among other things,
on the context, which this involves analyzing
may require various the benefit of the prod-
embellishing effects or, uct, defining what it
alternatively, none should stand for, and
whatsoever. For this
reason, the use of print
and embellishment
2. examining which
multi-sensory embel-
lishments, such as col-
should always be sys- The Multisense-Touch- or, texture or fragrance,
tematically planned point-Modell® model, best enable the mar-
and designed. which sheds light on keting objective to be
the process for achiev- achieved.
ing successful
multi-sensory market-
ing – and, therefore,
also successful print
communication – can
provide guidance.

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Congruence.
Messaging and
interaction.

2.
Consequently, the logic
of the interaction
should always empha-
size the rewards that a
brand or product prom-
4.
1. ises. To highlight innovative
strength, a card with a
surprising opening or
All sensory signals an innovative surface
must convey the same
message to ensure that
a brand remains im-
3. embellishment, for ex-
ample, may be suitable
for print media instead
printed in the mind for Ritter Sport, for exam- of a standard folding
longer. ple, is forcefully broken card.
with your hands; the
brand rewards you
with everyday practi-
cality, which is also re-
flected by the slogan
“Quality. Chocolate.
Squared.”

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Resonance.
Appeal with the
right codes.
4.
2. Which sensory codes
are most appropriate
When a stimulus trig- depends on the respec-
gers certain associative tive resonance field.
meanings or informa-

1. tion, we refer to this as

“priming”.

When deciding on suit-

able embellishing ef-
5.
fects, an approach
based on resonance
fields helps; each of
3. Speed can be con-
veyed, for example, by
evoking associations
these comprises asso- Marketers can use with racing using codes
ciations, from which print media and embel- such as “road with skid
sensory codes can be lishing effects as a marks” and “black and
derived. priming stimulus, and white checkered flag”.
thus make their mes-
sages and the product
experience more per-
suasive.

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Haptics.
Qualities and
meanings.
3.
Important: The mean-
ings encoded by senso-
ry signals always de-
pend on the context;
“rough” is not always
associated with “natu-

1. ralness”.

 arketers should be
M
familiar with the mean-
ings of haptic qualities
in order to use them
2. 4.
successfully. For example, most Example: In the context
people associate the of site trucks, recipi-
adjective “natural” ents do not associate
with the haptic quali- an emery paper insert
ties rough, warm, with “naturalness”, but
round, heavy and hard, “robustness” and
and the adjective “ro- “strength.”
bust” with hard, angu-
lar, rough, warm and
heavy.

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Promise.
Systematic 3.
embellishment. Packaging with a gloss
effect is therefore ideal
for tooth paste, for ex-
ample.

1.
T he ideal print embel-
lishment always de-
pends on the respec-
tive brand promise.
2.
To draw the greatest
attention, the embel-
lishment must stand
out visually and, simul-
taneously, match the
expectations of the
product.
4.
 soft touch surface
A
with glistening text, a
shiny brand logo or a
striking packaging col-
or would be appropri-
ate for a body lotion.

Contact us!
Get in touch with us and find out more about how you can use the results of the meta
analysis “The Power of Print” to boost your business success.
You can write to us at:
info@heidelberg.com or via our contact form at
heidelberg.com/info.

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Heidelberger Druckmaschinen AG
Kurfürsten-Anlage 52 – 60
69115 Heidelberg
Deutschland
Telefon +49 6221 92-00
Telefax +49 6221 92-6999
www.heidelberg.com

Publishing Information
Publishing 09/20
Photographs: Heidelberger Druckmaschinen AG
Fonts: HeidelbergAntiquaMl and HeidelbergGothicMl

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00.990.9320/01 en

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registered trademarks of Heidelberger Druckmaschinen AG in
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property of their respective owners.

Subject to technical modifications and other changes.