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News Release from: Kodak Graphic Communications Group | Subject: Web offset printing technology
Edited by the Printingtalk Editorial Team on 29 May 2006

Brand Awareness Competition Opens Door
For Print

Increasingly fierce competition for brand recognition and market share amongst consumer and business to business companies makes communication with customers more important than ever.

Increasingly fierce competition for brand recognition and market share amongst consumer and business to business companies makes communication with customers more important than ever Print still retains the power the power to create effective branding, lead generation and customer relationship management, in the opinion of Jeff Jacobson, the chief operating officer of Kodak's Graphic Communications Group and a vice president of Eastman Kodak

He commented that in this dynamic environment, print continues to have an essential part in the marketing and communications mix, and printers - by continuously evolving their services - have exciting opportunities for growth and profitability.

Jacobson's remarks were made at the 2006 Web Offset Association's 54th annual conference, as he sought to reinforce the inherent strengths of print, and cited statistics and campaigns that demonstrated its continued potential.

Jacobson said: "There is no sign of anything, anywhere that could replace print and what it does.

Like every market segment, the print industry is changing and evolving.

Print, a 500 year-old industry, remains as relevant and important as ever because of its longevity, adaptability, mobility and acceptability." He provided examples of ways web printers can help customers optimise the effectiveness of their communications materials, such as creating different versions of catalogues based on demographic criteria, or tailoring direct mail pieces to each recipient through variable data printing.

He pointed out that a number of different studies show a significant majority of direct mail recipients prefer personalised communications.

And he stressed: "This is a huge opportunity for us if we look at how we can bring additional value to customers who, once upon a time, just came to us for ink on paper.

If the conversation is about how marketers can get a bigger return on investment, we're no longer talking about cost per piece.

We're talking about performance - and print performs." Jacobson also emphasised the importance of printers understanding the needs of customers and encouraged print providers to think of themselves as communications consultants.

And he added: "The better you understand your customers and your market, the better you'll understand their decision points," said Jacobson.

"Be part of the decision, and you and your customers will find ways to prosper together.".

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