“The printing industry has lost an estimated $16 billion over the last few years--revenue that went to mass electronic media. And when the printing industry loses, so also do paper makers, press manufacturers, publishers and postal operators… Print must prove that it can still deliver.”

With the assistance of CEPIFINE (Confederation of European Paper Industries), the PrintSells campaign aims to grow the market for print in Europe through promotion, countering the increasing pressure from alternative media. This will be achieved by uniting different players in the print chain behind an active promotion campaign for print across Europe.

The essence of the campaign is “Presence + Versatility + Credibility”. Print is the only form of communication that truly allows the customer to experience, touch and feel a brand in the most compelling and powerful way. The campaign used Direct Mail by way of folders and catalogues, In-Store POS Communication via leaflets and brochures, and Corporate Communication through business reports and environmental aspects of paper itself.

View and download the marketing material below:

PrintSells Campaign - Corporate Communications (pdf - 1446.8 kb) The way a corporation communicates to its stakeholders says a lot about how it sees itself and how it wants others to perceive it. Design. Style. Paper choice. Colour. Message. All are important, and each decision says volumes about the personality and values of the corporation in question.

PrintSells Campaign - Direct Mail (pdf - 1000.9 kb) How else can a brand enjoy such direct contact with its consumers? A mailing conveys the brand message in a uniquely powerful and controllable way. Once in the consumer’s hand, a mail pack starts an intimate one-to-one dialogue in which the brand converses directly with the recipient. For that moment it’s just you and your customer or prospect. And not just for a few seconds, but for several minutes. It’s the only medium that gets truly physical.

PrintSells Campaign - Magazines (pdf - 1005.9 kb) In an era of media clutter and message overload, engaging customers has become the core challenge for advertisers looking to forge a closer relationship with their target audience. Magazines have a special ability to connect with consumers. At the heart of this connection is the passion and the commitment that readers have for their favourite titles, a connection that translates into proven advertising performance.

PrintSells Campaign - Point of Sale (pdf - 1451.9 kb) Why do companies continue to print and distribute promotional literature in an increasingly virtual world? Why are Point of Sale displays so important in a world where up to 50 per cent of purchases are unplanned? Well, because the majority of sales still happen in the real world. It’s where consumers are faced with the “moment of truth.”