iPR: the Future of Print and Marketing

By Sabine Lenz

Hundreds of faces are flickering across the screen. Forensic specialist Abby Sciuto is impatiently tapping her fingers. In breathtaking speed, the computer is trying to match a face to the suspect’s photo. Bingo. The system found a match, and the killer’s name is …
Okay, so I like NCIS. I love the way the quirky agents always seem to have the latest technology – technology that works lightning fast, technology that delivers results in mere seconds.
And now it seems, real life isn’t far behind.
I had the chance to catch a glimpse into the very near future of print when I attended a Print Production Professionals webinar about intelligent print recognition (iPR), an emerging marketing technology that provides groundbreaking opportunities for print.

Anything printed can be made interactive
“Print is not dead, it is struggling to make itself heard,” said Peter Lancaster, COO and co-founder of documobi, a company on the forefront of iPR.
The documobi software allows license holders to make any printed material, from any time, on any substrate, interactive without using a marker (like the QR code squares). Yes, even in hindsight, even if it was printed years ago.
Think of it like QR codes on speed.

iPR at work
Let me explain. With the proprietary software from documobi, you can take a photo of (let’s say an ad for that Juicy Burger two-for-one special) that you created. Then you attach a certain action to the ad such as going to a specific website or starting a certain video – pretty much like your average QR code.
Once you make the image active in the documobi system, any viewer can scan the ad and be taken to the predetermined destination.
This is possible because the scanning software, like a face recognition application, matches the image to one that is stored in the system, which sends you to the appropriate destination.

Users will expect print to be interactive and personal
We already know that print doesn’t live in a vacuum. Currently, more than 44 percent of Americans have smartphones, which allows them to get familiar and comfortable with QR codes. From this first step, it will get more personal.
While seeing your name written in the sand can be eye catching on a piece of direct mail, we’re all increasingly interested only in things that are relevant to us right here, right now.
A special offer for people in New York doesn’t catch my attention when I’m wandering the winding streets of San Francisco.
documobi’s iPR operates on the holy grail of marketing: reaching the customer in the right place, at the right time, and with the right message. How?
The software’s geolocation-based scanning allows the customer to make the ad even more relevant. Take the Juicy Burger ad example. That person can scan in the ad and receive the discount coupon associated with the lunch special being offered and also get a map to the eatery’s nearest location.

Test it yourself
During the webinar, Lancaster enticed attendees by having several live interactive samples.
One of them you can easily do right now:

1. Download the free documobi app onto your smartphone (from your friendly app store)
2. Use the app to scan the surface of a $1 bill (If it’s not a new crisp note, you might have to flatten it a bit.)
3. The app takes you to … I won’t spoil the surprise in case you’re game to take iPR for a spin.

The cost
Oh yes, there is that. Where your average QR code is free to create and use, documobi is a licensed software. For the advertiser, this means an annual license fee of $1,999, as well as a basic monthly fee of $50, plus 20 cents whenever anyone scans.
Maybe not an option for all of us right now, but definitely worth keeping an eye on. You never know what special plans the company will come up with in the future or whether your cutting-edge client is looking for the latest marketing advantage.

The future is interactive
There is no doubt that the future of print is interactive. I can see this technology working splendidly for:

• Magazines – you see a dress you like, scan the image and voila, you are at the retailer’s website.
• Supermarkets – you scan the image of the frozen edamame and land at a collection of delicious recipes that use the vegetable.
• Product Instructions – instead of having hundreds of furniture assembly instruction sheets, Ikea could lead you to a step-by-step video.

For now, those very special NCIS agents might still be a few technological steps ahead of us – easily tapping into the server of the Pentagon and all. But …
The future of print is intelligent. The future of print is interactive. The question is: are you ready?
Note: If you’re interested in viewing the full webinar, a replay is available at the Print Media Centr. (If you look to the right of the video, you’ll also notice a discount for $300 off a documobi license.)
documobi also has a new LinkedIn group you can join to get in on the conversation and stay updated.
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Seeing designers worldwide struggle to stay current with new papers and paper trends inspired Sabine Lenz to create PaperSpecs, an independent and comprehensive Web-based paper selection tool and weekly e-newsletter. Growing up in Germany, she started her design career in Frankfurt, before moving on to Australia and the United States. Lenz worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG. Lenz is a noted speaker and author on paper issues and educational topics related to the paper industry.
Copyright 2012 PaperSpecs.com

Paper Inspiration Thursday

The 12 Days of Printmas

On the first day of Printmas my Printer gave to meSome cool Marketing Technology

On the second day of Printmas my Printer gave to me2 CSR’s
And some cool Marketing Technology

On the third day of Printmas my Printer gave to me3 estimates
2 CSR’s
And some cool Marketing Technology

On the fourth day of Printmas my Printer gave to me4 up on a sheet
3 estimates
2 CSR’s
And some cool Marketing Technology

On the fifth day of Printmas my Printer gave to me5 rush jobs on time
4 up on a sheet
3 estimates
2 CSR’s
And some cool Marketing Technology 

On the six day of Printmas my Printer gave to me6 presses printing
5 rush jobs on time
4 up on a sheet
3 estimates
2 CSR’s
And some cool Marketing Technology 

On the seventh day of Printmas my Printer gave to me7 brochures folding
6 presses printing
5 rush jobs on time
4 up on a sheet
3 estimates
2 CSR’s
And some cool Marketing Technology 

On the eighth day of Printmas my Printer gave to me8 colors printing
7 brochures folding
6 presses printing
5 rush jobs on time
4 up on a sheet
3 estimates
2 CSR’s
And some cool Marketing Technology 

On the ninth day of Printmas my Printer gave to me9 proofs outputting
8 colors printing
7 brochures folding
6 presses printing
5 rush jobs on time
4 up on a sheet
3 estimates
2 CSR’s
And some cool Marketing Technology 

On the tenth day of Printmas my Printer gave to me10 options for coating
9 proofs outputting
8 colors printing
7 brochures folding
6 presses printing
5 rush jobs on time
4 up on a sheet
3 estimates
2 CSR’s
And some cool Marketing Technology 

On the eleventh day of Printmas my Printer gave to me11 drops a mailing
10 options for coating
9 proofs outputting
8 colors printing
7 brochures folding
6 presses printing
5 rush jobs on time
4 up on a sheet
3 estimates
2 CSR’s
And some cool Marketing Technology  

On the twelfth day of Printmas my Printer gave to me12 clients happy
11 drops a mailing
10 options for coating
9 proofs outputting
8 colors printing
7 brochures folding
6 presses printing
5 rush jobs on time
4 up on a sheet
3 estimates
2 CSR’s
And some cool Marketing Technology 

©2011 PrintMediaCentr 

Changes for Folded Self Mailers in 2013

The United States Postal Service recently published the final regulations for folded self-mailers (FSM's) and other unenveloped pieces. These final rules take effect on January 5, 2013, so make plans to use up remaining stock and to make design changes for affected mailpieces that will mail after the effective date.

As part of the changes, the USPS renamed pieces designed to carry discs and expanded the standards that apply to tabs to include folded self-mailers (FSM's). These new rules do not apply to cards, envelopes, booklet style letters or mailpieces designed to carry discs.

Please refer to the reference guide provided in the following link:

https://ribbs.usps.gov/fsm/documents/tech_guides/FSMReference.pdf

Paper Inspiration Thursday

12 money-saving questions to ask before printing your promotional material

There are certain questions you should ask yourself and your commercial printer in order to make the most of your print budget. Here are 12 of them, with some excellent additions in the comment thread.

#1 Did more than one person proof-read the job?

An obvious one, this. No matter how many times I proof-read text, I can miss the same glaring error each time it’s passed over. Another set of eyes can sort this quickly. In fact, the more people that proof your job the better. Unlike online content, print is permanent. Mistakes can’t be corrected.
Daniel at Daily Writing Tips recently published The Impotence of Proofreading.

“It’s a fact that a spell checker will not catch all the mistakes on your text. More specifically, it will not catch misspellings that form other valid words.”

#2 If we change the size of the printed product can we print on a smaller press and save money?

There’s no need to have your A5 flyers printed by a large commercial printer. If you’ve been using one printer for all your projects try shopping around. A printer who specialises in small-run jobs can be much more competitive.

#3 Did you make a “dummy” or mock-up to check configuration and presentation?

If you’re producing a folded leaflet, for example, it’s always worth printing the pages yourself to be sure you have them in the correct order. If you’re in any way unsure, ask your printer for help. They’ll check the composition for you.

#4 Are you absolutely sure about the quantity to be printed?

A second print run will cost a lot more than extended first runs (or “run-on” as printers call it). If you’re asking for a quote of 10,000 copies, for example, be sure to also ask for “run on” costs. This will help with budgeting.
Cat at Business of Design Online gives this advice when asking for quotes:

“In the heat of a project it can be easy to lose sight of getting the information you need. Sure, you could request quote after quote. There’s a better way. Relax. Make a printing quote check list and bring your printer in early.”

#5 If there are photos in the document, do they need to be retouched?

One of the most common changes I make in Photoshop is to adjust the levels of an image. This is to make sure that white areas are bright white and black is actually black. It really helps with contrast (in the image menu, select ‘adjustments’, then ‘levels’). Also, colour prints tend to get darker after scanning, and large reductions can make shadow areas heavier.

#6 Is the paper opacity sufficient or will there be any see-through?

If you hold a newspaper up to the light, you can read the text and see the images on the other side of the paper. This might be fine in the newspaper industry, where paper costs are astronomical, but you obviously don’t want a promotional brochure or annual report to have the same effect. Choose a good weight of paper stock (approx. 150gsm+) and you’ll not only prevent this from happening, but your colours will print more brilliantly too.

#7 What about the texture of the paper?

Cheap paper feels cheap. Is this the impression you want to give? When receiving a quote, why not factor in a few different weights of paper? You might be surprised at how little extra you need to pay for a higher quality paper.

#8 Can we substitute our choice of paper for a stock that’s less expensive, while still looking as good?

Your printer can advise you. One factor this depends on is the amount of ink you’re going to use. For instance, if you have large areas of black to be printed, you’ll need a decent paper stock to prevent the paper going out of shape.

#9 Will ink colours change when printed on a particular type of paper?

Printing inks are transparent and will change depending on the brightness or “yellowness” of a white paper. Remember, paper critically affects the colour of your printed product.

#10 Does the printed sheet need a varnish?

If your print job is to be stacked and packaged, you have to be careful that the ink doesn’t transfer from one brochure/poster/business card to another during storage and transit (this is called offsetting). Varnishing can be a useful preventative. You can also consider aqueous coating to guard against finger-marking and scratching. Most printing presses will apply anti-offset powder, which is a fine powder lightly sprayed over the printed surface of coated paper as sheets leave a press. This is normally sufficient to prevent ink offset, but if in doubt, ask.

#11 Can we print four colours on one side of the sheet and black on the reverse to give the illusion of a “four colour process” job?

If you want to use colour, but find that it’s too expensive, you can always print one side of the paper using full-colour with the reverse in black only. Newspaper companies use this technique to give the appearance of full-colour printing. What you’ll find however, is that a lot of the time only one side of a newspaper page shows colour, whereas the reverse of that page is in black only. This saves money, yet gives the appearance of higher quality.

#12 Can we combo-run any of the elements for a cost-savings?

Always ask the printer if there’s any space left on the printing plates for extra work. You could, perhaps, print some extra business cards on the same printing plate as a batch of brochures, saving you money.

To sum-up

I’m sure you get the gist by now. The most important piece of advice is to ask your printer about possible cost-savings. They’re the ones who know best.
Give them as much info as possible about your future print plans, too. If your printer knows what projects are on the horizon they might be able to combo-run your jobs to save time and money.
By scheduling jobs in advance, your printer will be thankful of the notice. There’s very little a printer dislikes more than a client who needs their job yesterday.

By David Airey - www.davidairey.com