catalog printing

Long-Format Print Advertising

Long-Format Print Advertising

…and a new Design Idea of the Week! A recent article in AdAge looks at the growing popularity of the long-format ad. “Branded content,” in the form of short films and music videos created by advertisers are the sexiest, if not the newest, high-end promotional tool going these days. People want entertainment, not advertising, so why not provide advertising entertainment? In response to commercials and online ad spots becoming increasing brief and punchy, many advertisers have recently gone in the opposite direction, producing 3-minute, 10-minute, and even 30-minute film-style commercials. The products being advertised act as props or storytelling elements in these long-format ads, which advertisers say are engaging consumers on whole new levels. All of which got me thinking, why can't the same principles of long-format, narrative-based advertising be applied to print? A brochure could be a novella. A catalog could be designed as a comic book. The difference in production costs should be negligible, if anything, so stop […]

Catalogue Printing for Online Business

Catalogue Printing for Online Business

A calculated risk. Over the last few years, a trend has been growing among large online businesses – particularly retailers. Turns out catalog printing is a marketing strategy that works, not “even for online business” but “particularly for online business.” The big success story in 2009 was the Zappos.com print catalog. Zappos has been experimenting with print advertising for a few years, but its only in 2009 that they really committed and mailed out three complete catalogs over the course of the year, at a rate of almost 1 million copies per issue. According to Zappos brand marketing department, the catalog proved to be a great way to get in touch with “lapsed customers.” People who hadn't bought anything online for a while responded positively to the catalog mailer, often returning to make larger purchases than they had in the past. In fact, King Fish Media, the company publishing the catalog for Zappos, says that the average catalog order is […]

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