Smart Print: Connecting Print and Digital Marketing
Print and digital marketing don't have to compete for attention. Increasingly, some of the most effective campaigns use the two together.
Technologies such as QR codes, NFC and augmented reality (AR) can transform a traditional printed piece into an entry point for a much larger digital experience.
A brochure can lead to a video. A product label can provide detailed instructions. A tradeshow display can direct visitors to a landing page. Packaging can connect customers with recipes, contests, loyalty programs, or product information.
At Evergreen Graphics Group, we help businesses throughout Toronto, the GTA, and Canada produce print materials designed to work as part of a larger marketing strategy.
QR Codes: Making Print Interactive
QR codes have become one of the easiest ways to connect physical marketing materials with online content.
A customer simply scans the code using their smartphone camera and can be directed to virtually any online destination.
Common applications include:
- Product pages
- Landing pages
- Contact forms
- Videos
- Digital menus
- Event registration
- Promotions
- Contests
- Instruction manuals
- Social media
- Customer reviews
A QR code can be incorporated into brochures, postcards, packaging, labels, signage, stickers, and many other printed products.
Using QR Codes on Labels and Packaging
Labels and packaging offer particularly valuable opportunities for interactive print.
Space on a package is limited, but the amount of information customers may want is not.
A QR code can provide access to information that doesn't necessarily need to be printed directly on the package, such as recipes, product videos, detailed instructions, brand stories, or promotional campaigns.
This allows the physical package to remain visually clean while providing customers with a much deeper digital experience.
Augmented Reality and Print
Augmented reality can create an even more immersive connection between physical and digital marketing.
Using a smartphone or compatible platform, a printed image can trigger digital content that appears to interact with the physical piece.
Imagine pointing a phone at packaging and seeing the product demonstrated, scanning a printed advertisement to launch an animation, or turning a brochure into an interactive product presentation.
AR isn't necessary for every campaign, but for the right audience and concept it can turn a static piece of print into an experience.
NFC: Tap Instead of Scan
Near Field Communication, or NFC, takes interactive marketing another step forward.
An NFC-enabled element enables a compatible smartphone to interact with a product or marketing piece by simply being brought close to it.
Depending on the application, NFC can direct a customer to digital content, product information, a website, or another online experience.
It can be particularly interesting for premium products, event materials, promotional campaigns, and branded experiences where marketers want the interaction itself to feel seamless.
Tradeshow and Event Applications
Interactive print can be especially valuable at tradeshows and events.
Instead of trying to fit every piece of information onto a booth display, QR-enabled signage can direct visitors to:
- Product demonstrations
- Digital catalogues
- Lead forms
- Appointment booking
- Special offers
- Downloads
- Social media
- Contest entries
This also gives marketers a way to continue the conversation after someone leaves the booth.
Make Sure the Printed Experience Works
Adding technology doesn't automatically make a printed piece more effective.
QR codes need to be properly sized and positioned. Contrast needs to be sufficient for reliable scanning. The destination needs to be mobile-friendly, and the customer should understand why they should scan or interact.
Instead of simply placing a QR code on a piece and writing "Scan Here," give people a reason.
For example:
Scan to see the product in action.
Scan for installation instructions.
Scan to enter the contest.
Scan to get your exclusive offer.
The technology should support the marketing objective rather than become the objective itself.
Print Can Be the Beginning of the Customer Journey
One of print's greatest strengths is its physical presence. Digital marketing's strength is its ability to provide almost unlimited information and interaction.
Combining the two provides marketers an opportunity to use both.
Whether you're developing packaging, labels, direct mail, brochures, stickers, signage, or tradeshow materials, Evergreen Graphics Group can help you consider how the printed component fits into your larger campaign.
Have an idea for an interactive print project? Contact Evergreen Graphics Group to discuss how print can connect customers with your digital marketing.
