Print drives online: Theo Pettaras at ADMA Forum – video story
Traditional print has competed fiercely with online and digital technologies in the fast-paced Australian multichannel direct marketing industry over the past decade – to the detriment of marketing print volumes.
Pettaras (pictured), who spoke at this year’s Australian Direct Marketing Association (ADMA) Forum, said that although there was strong competition between print and online media for direct marketing material, the two can work to the benefit of the other, and in fact can drive each others’ cut through.
“We have this very tough competition as printers with online marketing but the technologies do co-exist and we encourage our customers to embrace online technology,” Petteras told punters at the event in Sydney’s Darling Harbour on 24 August.
Pettaras outlined some of the emerging digital print techniques that have been able to add value in the direct mail channel to otherwise online marketing campaigns, including raised print, Intelligent Print Recognition (“it’s like QR codes on steroids”) and personalisation.
“And how do we integrate our print with that technology? One example is raised 3D printing, gives tactility to touch and feel your print,” said Pettaras, showing off some of the work that has recently come out of his company’s Surrey Hills premises. “This was all done digitally so it’s a pretty cost effective way to do all your DM.
“We can produce a letterbox drop, which will have some kind of call to action – there always has to be a call to action. Personalisation allows us to engage with the recipient, let them know we know about them now, that we have connected,” he said.
“The amazing thing about technology now is that, as printers, we don’t just think about print on paper,” he said. “We think about other technologies and how we can embrace these technologies and how we can evolve as organisations to drive much better results.
“We try to find ways to improve how we can do things and how we can improve things for our clients,” said Pettaras. “We have Google, we have social media and all these things that are at our disposal, and there’s no reason why we can’t embrace it all to get better results.”
Watch below to see some of the highlights from Pettaras’ presentation at ADMA Forum 2012.