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I recently read a blog article on what marketing gurus believe to be the future of printing. I found some of the content quite insightful and intriguing. Pamela Girardin, President of Q2 Marketing stated on the DMNews blog:

It’s too soon to write off the print industry, which has many advantages — including the touch and feel factor. When virtual trade shows became the rage in the late ’90s, many said that trade shows were on their way out. However, trade shows survived because they offer tangible value. People like to demo products, meet company repre­sentatives and get a feel for the culture.

Still, the industry faces hurdles. The costs are rising and, while there are inexpensive options — such as digital printing — the quality is not the same. I think we will see a trend toward smaller, higher-quality runs. I envision printers morphing into boutique-like shops offering specialized services such as color, die cutting or high-output work such as six- to eight-color jobs.

Fulfillment houses have different issues. They need to look toward the future. The Web is the clear choice for dissemination of information. But com­panies, especially large ones, still need a way to reply to requests for more information.

Fulfillment houses should embrace technology and look for ways to move their business to the Web. They could migrate the customer base from a paper-based system to a white-labeled portal, which integrates seamlessly within a corporate site, can automati­cally route the requested e-mail as well as input the data into the sales data­base. Given the public’s enthusiasm for the Internet, this should be considered.

Also contributing was Jeremy Knauff, CEO of Wildfire Marketing Group:

Since the days of the Gutenberg press, printing has evolved, which makes me optimistic about the sector’s ability to survive modern challenges.

Technology has reduced the need for print jobs. Web sites and e-mail do what used to be accomplished by brochures and direct mail. Further­more, online advertising offers equal exposure to print advertising with the added benefit of being highly trackable. Nevertheless, there are tremendous opportunities for printing.

I see marketers using print in differ­ent ways. Take advantage of short-run digital and variable data printing to personalize their message. Print market­ing materials tailored for specific clients — people love tangible products geared specifically to their business.

Don’t just track your e-mail market­ing campaign. Use direct mail to follow up with those that clicked through to your Web site. Thank them for visiting and offer them a special promotion.

Print your catalogs in bulk, but per­sonalize the cover with a few items that particular customers may be interested in based on their buying history. When they purchase a product, send them a postcard recommending a related product. These strategies will produce greater ROI and less waste.

The printing industry is not dying — it is simply adapting to the new world of marketing. It’s up to innovative companies, designers and vendors to lead the revolution.

DMNews’ DECISION

Adapting is the key to both responses: Girardin suggests that printers and fulfillment houses use digital to streamline order process and avail­ability; while Knauff takes a broader approach and tackles the issue of print’s role in integrated marketing. His suggestions to tie print marketing and digital together embrace the innovative nature of the industry.

“Live long and prosper.” That was the Vulcan’s farewell words on Star Trek. But you don’t need pointy ears to take advantage of that advice.

What you do need is sleep. If you don’t get enough, you will tend to have higher blood pressure. High BP can lead to heart problems and your overall health could decline. Doctors at the University of Chicago even found that the flu shot worked better for people who get enough sleep.

* Want to look good? Encourage your growth hormone by getting enough sleep. That’s the number one way to do it. Growth hormone brings better-looking skin and more muscle mass.

* Reduce stress to increase good feelings. Half of adults surveyed by the National Sleep Foundation said they have insomnia a few nights a week. Do what you can to solve this problem. It can make you feel stressed, depressed, forgetful and less able to concentrate.

* Have a healthier weight. Michael Beus, author of Good Night: The Sleep Doctor’s 4-Week Program to Better Sleep and Better Health, says sleep loss leads to a lower level of leptin, the hormone that makes you feel full, and increases ghrelin, the hormone that make you feel hungry.

Not everyone needs a full eight hours of sleep, but some people need a little more. A Washington State University study suggests the need may be determined by genetics.

Get what you need to feel bright and properly rested each day.

Have you ever wanted to survey your customers after an order?

How about create a poll on a new service?

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Find out what your visitors are thinking today. Create your surveys and polls using their custom templates or create your own. Use their in-depth reporting engine to aggregate, print and export your results.

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Here is what PollDaddy offers:

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Calculating what your goods and services actually cost you is the first step in pricing. You have to include everything from material to fuel to rent, utilities and maintenance.

If your overhead is lower than a competitor’s, you might consider selling a product for less. But be careful. Underpricing for the market is the most common mistake companies make.

According to Money, the sweet spot above costs depends on factors that include the area in which you do business, what the competition is charging, and even the state of the economy.

Don’t forget to add the cost of advertising. Conventional wisdom dictates 2 percent to 4 percent of sales for advertising, say advisors writing in INC. Magazine. In retail, however, it’s higher. A motorcycle shop, for example, should spend 5.8 percent of gross sales for advertising and promotions, according to the Motorcycle Industry Council.

Direct mail and Web

* If you are selling over the Internet or by mail, getting to know your market and your prospective customers can help you determine pricing.

* Getting to know your competitors is even more important. Know who they are, the quality of their products and what extra services they provide.

* When your product is new, different or unique, you might try testing various prices.

In some markets, people are willing to pay more for the same item because they attach more value to it. One advertiser offered a product for $29, $59, and $95. There were more orders at the $95 price, so that was the advertised price thereafter.

* Survey your ideal customers to decide what features make your product attractive and what other features they would like to have.

Pitfall: Studies have determined that it’s more profitable to spend money attracting new customers than pleasing present customers, because there are many more prospective customers. Present customers’ input, however, could make your products more pleasing to all.

* Create urgency in your advertising. Offer a limited-time discounted price, which will encourage bargain shoppers to buy before the price goes back up.