The Synaxis Keystone Marketing System provides a phased approach to the implementation, rollout, and operationalization of marketing measurement tools, web tools, and communications tools.
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Push the Limits on Print
With the advent of interactive communications such as email, online advertising and blogging, print has taken it on the chin. Fewer clients request it as part of their communications strategies, and fewer agencies recommend it.
Print is a Strong Communications Vehicle
Despite the prevalence of interactive alternatives, print is still the primary method of communication. When was the last time you were presented a business card by email, for example? Or received an e-vite to a friend's wedding?
There's no denying the communicative power of print. Held in one's hands, it sends a message of permanence and quality. Having taken time to produce, it conveys a sense of seriousness and commitment in a way that electronic media often cannot match.
Print Should Be Interactive
We encourage clients and agencies to not only consider print, but to take full advantage of all the available print techniques. Whether it is because they are in a rush or it just slips their minds, designers and creative directors typically don't look beyond the most basic printing methods, such as four-color process on the standard house sheet. But there are a host of options out there. Consider business cards embossed with your logo, brochures glistening with metallic ink or stitched with linen thread, or custom-designed envelopes and folders. Used correctly, these sorts of treatments can set your print materials apart from the crowd.
Another benefit of using such techniques is that it involves the reader in more of a sensory experience with your printed piece. It moves past being just a flat, two-dimensional document to something more. It becomes something that has texture and depth; and it commands a level of interest beyond the normal printed piece.
Of course, overuse of these techniques can lead to gaudiness. In the same way your mother told you that too much candy can spoil your appetite, too many printing techniques can over-stimulate your readers. The use of these techniques should be carefully considered and should always support the strategy behind the creative.
Conclusion
On your next project, take a moment to consider whether use of a non-standard printing technique might fit your goals. If you are an agency, consult with your printer for ideas. If you are a client, ask your agency if additional print techniques could be used to push your strategy further.
