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USING THE POWER OF PRINT TO GET AHEADPowered by the imagePRESS C910

YOUR GUIDE TO

A change in direction When lifestyle photographer Horst A. Friedrichs published his stunning ‘Speed’ coffee table book showcasing his images of British subcultures over the last two decades, including mods, rockers, cyclists, motorcycles and vintage cars, he worked with Canon to build a multi-channel launch campaign.

And the diverse range of marketing collateral that was produced is impressive! Everything from pre-event posters, direct mailings, in-store graphics and backlit signage to magazines and other merchandising products. Horst was

able to bring his images to life in print, taking his work to market in fresh and creative ways.

It’s time to get creative and take print to the next level to fuel emotion, elevate response, drive sales and deepen brand engagement.

In the following pages you will find a variety of the printed assets created for the ‘Speed’ launch campaign along with some tips for creating stand-out printed applications with the imagePRESS C910.

PUTTING PRINT IN THE DRIVER’S SEATWe’re all tired of intrusive online marketing – the endless pop-ups and e-shots with irrelevant offers that usually prompt us to hit ‘delete’.

For brand owners and marketing professionals, print is the perfect antidote to this creeping digital fatigue. Because eye-catching digitally printed collateral captivates customers better than any other medium.

Print is something we can touch, see and smell. It leaves a lasting impact and engages us in ways that email and digital advertising simply can’t. The added bonus? It’s a trusted form of communication.

You’re probably already producing some generic printed promotional materials, like direct mail, brochures or posters. But are you harnessing the power of print on demand to deliver real value to your customers and maximise the return on marketing investment?

Perhaps you’re a corporate print department looking to meet more varied departmental demands from business stakeholders, while reducing costs.

Or you’re running a print-for-pay business and you want to add more value, to show your customers how they can use different types of promotional print to engage their audiences.

Maybe you’re in a creative department or agency and you want to impress stakeholders and customers with new printed formats and stand-out effects.

Or you’re a commercial print service provider wanting to build new revenue streams by offering more to your customers.

Whatever drives you, we’re here to show you how to use the power of print to get ahead.

GETTING AHEAD

Promotional applications are forecast to grow 35% over three years from 101 billion impressions (A4) to 136 billion by 20221

Direct mail recipients purchased 28% more items and spent 28% more money than people who didn’t get the piece of direct mail2

Direct mail is one of the top 10 fastest growing applications3

Including mail in the mixincreases ROI by 12%⁴

75% of businesses using direct mail say it has delivered a positive return on investment

1. Source: POD Trends 2019, KeyPoint Intelligence, 2019 2. Source: Data & Marketing Association (DMA) Response Rate Report, 2017 3. Source: POD Trends 2019, KeyPoint Intelligence, 20194. Source: Royal Mail MarketReach and TNS, 2017

THE SIGNALS POINT TO PRINT

FUEL EMOTION WITH PRINT

Direct mail – post card and invitations

Point of sale – postcard holder

Portrait brochure Longer sheet option: Landscape brochure

Longer sheet option: Posters and banners Longer sheet options: Book dust jacket

Longer sheet option: Gatefold mailer

Longer sheet options: Leporello

Print on various media sizes from as small as A5. Welcome to a world of creative promotional materials, including A6 postcards, promotional vouchers or invitations. You can even add gold or silver effects to catch the eye of the recipient thanks to offline lamination.

Grab attention at events or in-store by producing point of sale items, such as promotional leaflet holders that provide special discount codes or offers. Laminate it for extra durability or add spot varnish to catch the eye of passers-by.

Create a matt or gloss A4 portrait brochure using a 3 side trimmer and square fold.

Printing on longer sheets means you can go beyond traditional A4 brochures. Why not try A4 landscape or tri-fold brochures to portray a more luxurious look and feel for premium brands or VIP events?

This format can also be used to create more personal print applications such as photography portfolios or wedding albums.

‘Banner’ prints are perfect for indoor promotional environments where the focus is on catching consumers’ attention, such as train posters. These may feature special discount codes (maybe QR or even augmented reality) leading to an online landing page or extra content, helping you to track leads and measure ROI. They can also be used in-store to guide consumers to specific products or promotions. You could laminate them for better indoor durability or add spot varnish for added aesthetic appeal.

You can even produce digitally printed book dust jackets. These can be completely customised, with additional information about the author, or a promotional signing event, for example.

Use longer sheets up to 1300mm (762mm auto-duplex) to create an outsize postcard that grabs instant attention, or a gatefold mailer to really make brand marketing stand out in the mail box.

The extra space in this format gives more room for promotional messaging, or you can think about including product samples within the gatefold or adding a tear-off coupon or special offer to encourage a repeat purchase.

Experiment with four-fold and concertina leaflets, or more creative direct mail formats such as a leporello (a printed piece folded into an accordion-pleat style).

Folded leaflets are simple, effective and easy to use. They’re also a useful tool to lay out information in a structured way (think of recipes or sets of instructions). Using parallel folding, so the folds alternate between front and back, means the format is also well suited to timelines, maps and guides.

APPLICATION INSPIRATION APPLICATION INSPIRATION

Longer sheet option: Portrait calendars

Available in a number of different shapes and sizes, calendars are a popular choice as gifts or as promotional brand collateral. Calendars – and other merchandise – that are printed digitally can be fully customised, making them a memorable form of brand promotion. And every single page can be produced using different textured media.

Let’s get personalCombining print with customer data to deliver targeted messages or tailored promotions, can deliver amazing, measurable business results. Meaningful personalisation enhances customer experiences, driving engagement and brand loyalty.Marketing teams can integrate print intelligently with digital marketing formats, enabling effective measurement of return on investment (ROI) at every stage of the customer journey. Whether it’s reminding an online customer of an abandoned basket or inviting a prospect to an exclusive event, the versatility of customisation gives brands opportunities to reach their customers.The key benefit of today’s on-demand promotional communications is its agility. Small adjustments in campaign targeting can be made quickly and simply.

These added value capabilities offer the chance to boost margins, drive increased revenue and develop that all-important competitive edge. But to do that effectively, you need technology that’s agile and versatile.

That’s where we can help.

THE SOLUTION THAT WILL FUEL YOUR BUSINESS An engine for profit It’s not enough just to keep up — you have to stay ahead of the game.

The imagePRESS C910 series (C910, C810 and C710) is made for demanding, fast-paced business environments where consistent high-quality, productivity and media choice are required, day in, day out.

The imagePRESS C910 series delivers unrivalled performance and applications capability. The products are designed to help you meet growing market demand for high-quality colour output, fast turnaround, varied media and a range of finishing options.

ACCELERATE YOUR BUSINESS GROWTHSpeed demonstrates how to fuel emotion with print. The campaign uses the tactile advantages and emotional impact of high quality, physical print combined with the power of digital for targeted communication and short run production.

Emotion is something you can’t always put your finger on, but it happens when all your senses are engaged. The quality, size, textures and format of these applications evokes emotion, grabbing attention, improving retention and motivating purchase.

Fuel emotion with print

Here are some ideas to maximise the impact of print in the marketing mix:

Quality you can rely onConsistently Vivid (CV) toner for vibrant, consistent image quality on a wide variety of media

R-VCSEL technology for clear, crisp output at high speeds

Default 190 lpi dot screening pattern for stunning images

Precise front-to-back registration

Gloss optimisation to closely match the gloss levels of the paper stock

Enhanced colour calibration and Multi D.A.T for different calibration options to help maximise colour consistency from first to last print.

Letting more work flow Designed for typical monthly production volumes of up to 167,000 pages Production speeds of up to 90ppm (colour and B/W) even on uncoated stocks up to 220gsmExceptional mixed-media performanceIncredible reliability for maximum uptime and productivity7,650-sheet feeding capacity with up to six different media sourcesSemi-automated page registration to allow operators to focus on value-added workChoice of flexible RIP controllers and workflow solutions: PRISMAsync R7 controller, imagePRESS Server H350, imagePRESS Server G250 Versatile inline finishing including: three-knife trimming, saddle finishing up to 200 pages, perfect binding up to 200 sheets, square-fold booklet making, multiple punching options, creasing and ring binding and 5 different folding options.

Handle any demand Extend your range.Exceptional performance on mixed-media jobs from 52gsm to 350gsm — with no loss of quality

Matt and gloss effects with one device

Outstanding quality on textured substrates

Print and auto-duplex banners up to 762mm on up to 300gsm media

Print on standard-sized envelopes

Banner size of up to 1300mm (simplex only).

Matt and gloss effects• A gloss effect gives print a shiny,

luxurious look and feel, and adds protection. A great choice for striking imagery with bold, vivid colours as it provides superb colour reproduction for high quality photos. Perfect for high quality brochures or catalogues.

• For a more textured, subdued and natural look and feel, choose a matt finish. A perfect complement to a more muted colour palette. Matt effects are ideal for posters viewed behind glass as they reflect less light.

• Use offline spot varnishing solutions to make sections of a printed piece stand out. A technique commonly used on book covers, where only parts of the cover have a gloss finish.

Textured and embossed media• Textured paper offers a different brand

experience, engaging the sense of touch more than plain paper alone. Delivering a more natural finish for promotional materials and ideal for collateral such as direct mail or leaflets.

• Embossed media gives instant visual impact, with a 2D effect that makes the brand ‘touchable’. An embossed logo on a piece of printed direct mail is sure to stand out.

Paper weights• Try mixing papers between 52gsm and

350gsm thick, with no loss of quality.

• Use thicker papers for longer-term promotional materials that need to be durable such as postcards, high quality posters or long-sheet ‘banners’. Heavier stock gives direct mail, a more premium feel or allows the print, such as a short leporello to stand-up as a display.

Are you ready for the fast lane?For more information, contact your local Canon Account Manager or download our imagePRESS C910 series product brochure for more details.

50%50% of people are more likely to use a retailer again if presented with personalised offers.

91% of people are more likely to purchase when brands recognise them, remember them and provide relevant communications.

91%

See The Bigger Picture

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English Edition © Canon Europa N.V. 2020

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