Print and the ‘Net – From Frenemies to Friends with Benefits Why has Print and the Internet largely failed to truly complement each other in the past (QRs anyone?) and about new solutions that can turn print and the ‘net from Frenemies to Friends with Benefits. Be sure to download the PDF for the speaker notes . . some very nice meat there!

1. GrafKom I/O May 2015
Print and the ‘Net
From Frenemies to Friends with Benefits
Ward Parsons

2. From Frenemies to Friends with Benefits
• Print -> mobile – the past is largely a failure – why?
• Print -> mobile – What’s changed in last 3 years
• Print -> mobile – Linkz

3. Triggers, Phones, and payoffs

4. Both Print and the Mobile ‘Net are a means to an End
Print’s goal is communication Mobile’s goal is communication
Huge variety of use, size and format Huge variety of use, size and format
Always tweaking and improving Always tweaking and improving
Passive (physical) Active (transitory)
100s or 1000’s of years old 2-5 years old
Communication between people is the common goal

5. QR codes have largely failed – Why?
• Marketing (sales?) ignored end-users realities
• What is the end-user experience?
• Marketing jumped on a tech - not a solution
• Does it accomplish the goal
• Will it work?
• Traditionally hard to do a
good mobile formatted websites

6. QR codes have largely failed – Why?
• Marketing (sales?) ignored end-users realities
• What is the end-user experience?
• Marketing jumped on a tech - not a solution
• Does it accomplish the goal
• Will it work?
• Traditionally hard to do a
good mobile formatted websites

7. Where were we Printers?
• Every single horrible QR code ever made passed through a printer’s QA
dept.
• Adding value is the only way print will stay relevant and profitable
• Adding value avoids commoditization
• We must continue to innovate “Active Print” technologies and uses (and
develop a better name!)

8. How to succeed with Print -> Mobile
• Clear call to action (CTA)
• Let end-user know they’ll get something
valuable
• Make Payoffs mobile appropriate
• No desktop, PDF or heavy payoffs
• Most importantly, pick the right customers
and use cases.

9. Print -> Mobile uses that make sense
Ideal Customer has Examples Printed Material
A story to tell
Craft Brewery, food
supplements
Labels, packaging, general
printing & POS
A captive audience
Events, conferences &
hotels
General printing
A passionate audience
Environmental, health
foods & mothers
Labels, packaging, general
printing & POS
A multi-lingual audience Export market Labels, packaging & inserts
Complex products Machinery, B2B Info and service instructions
Approach FMCGs* at your own risk!
*FMCG - Fast Moving Consumer Goods

10. Hjälper företag engagera sina kunder
• Linkz hjälper varumärken att kommunicera
och samarbeta med de människor som köper
deras produkter och tjänster.
• Linkz är en full-service lösning
• Aktiv utskriftskodning
• Mobilt skapande (microsite)
• Analytisk plattform

11. Linkz –
Print and the ’Net Friends with Benefits
Triggers
• Encoded images, QRs, barcodes, EAN13, NFC,
RFID, iBeacons, etc
Free App
• iOS and Android
Payoffs
• Point and click mobile app development
• Designed for sales and marketing to create and
maintain mobile payoffs - no IT needed
Analytics
• Who, what, when, where and how much

12. A few Linkz Use Cases
• Antalis (SE) print samples, trade shows
• Balfour Beatty builder (UK) building signs and hoardings
• Mattias von Wachenfeldt (SE) music instruction books
• Big Hug Beer (UK) EANs, Labels and stickers
• Karlstad CCC (SE) conferences guides
• Karlstad Kommun (SE) conferences guides and polling
• My Green Squares (UK) environmental loyalty scheme on image and EANs
• Paragon (UK) Agent
• Cash IT (SE) Marketing
• Service Point (UK) Agent
• Berkshire Labels (UK) Agent

13. GrafKom I/O May 2015
Print and the ‘Net
From Frenemies to Friends with Benefits
Ward Parsons

14. QRs are great - sometimes
• When the end-user wins
• When the effort is worth the payoff
• When the end-user knows what they’re going to get
• End-user gets batch level
ingredients

15. 1 – Watermarking image (trigger) to be printed
• Upload final art before print
• Guided process prevents mistakes
• Watermarked image returned in
minutes for download
• Immediately ready for testing via
screen or digital printer
• Print watermarked image as usual
• Or use EAN, UPC, QR Code as a trigger
15

16. What is Image Watermarking (encoding)
• Invisible code is embedded into images
• Humans eye can not see them BUT smartphone cameras can!
• The encode create very, very subtle noise in the image – which is
actually the encode

17. 2 – Create Microsite
• Copy and paste operation – designed to
be used by sales and marketing folks
• Guided and menu driven
• No web design knowledge
• Develop mobile responses that
encourage engagement, interaction,
purchase
• Change messaging dynamically
• Microsite uses a standard URL

18. 3 – Track and analyze user data
• What was scanned, where,
when, how often
• Tag mobile device with
unique ID, track
engagement profile
• Track users’ interaction to
tune content to increase
response rates
• Securely store user information to help
consumers interact and share data