5 Myths About the Printing Industry
The printing industry has been around for a long time and during that time it’s had to adapt and adjust to emerging technologies and needs. Because of the longevity of the industry, it’s also fallen victim to many myths.
This article aims to debunk 5 myths about the printing industry.
Myth #1: Printed material is ineffective
Even though digital marketing has exploded onto the scene, print marketing is still an effective option for companies to reach customers. With a printed mailing sent directly to a customer’s home, a company can secure undivided attention.
While incorrectly believed to be a dying marketing strategy, direct mail is making a comeback and reminding companies why they previously loved this approach.
Myth #2: Printed materials are impersonal
One common myth today is that printed material cannot be personalised. However, it is possible to personalise printed materials, when you use variable printing. Variable printing allows you to keep everything on the document the same, including the logo and colour scheme, but you can change the name of a customer, city or any other information.
Research has found that using personalisation in printed marketing materials improves return on investment by an average of 50 per cent.
Myth #3: It’s harmful to the environment
The truth is all paper materials are recyclable, and while people are focused on making their companies operate paper-free, printed material is still a significant part of the business world.
One option is for companies to use paper stock made from already recycled paper. In addition, some companies believe that they need to use sustainable materials and less packaging for their products. But cutting back on packaging materials could result in damage to products during shipping, handling and sorting. If a product is damaged, it results in wasted money, energy and resources.
Myth #4: Print large amounts to save costs
Many believe that in order for their company to be cost effective, they must print large quantities of their materials. While this may have been true in the past, technological advancements means that printing companies can now print on demand, customise documents, print short runs when needed and print or personalise large quantities of documents upon request.
Digital printing is one such technology that allows for smaller print runs to still keep prices low.
Myth #5: Limited options
The printing industry has often been criticised for not offering enough options when it comes time to send a document to the printer.
The truth is there are millions of options when it comes to printing today and the doors keep opening for more. You can print documents on different textured paper and use almost any colour combination you can think of. You are not confined to standard materials or stock sizes.
SOURCE: Imagine
