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How Offline Printing Helps Online Marketing

Combining online marketing and offline print based advertising allows for some amazing opportunities with a little creativity. We live in a changing world – one that is increasingly mobile and one that allows us a lot of power at the tip of our fingers like here

Though traditional printed advertising campaigns allow for some great opportunities, mixing both spheres can offer some excellent results.

Poster that Responds when Looked At

The increasingly lower cost of technology means that all sorts of marketing combinations are now financially within reach for companies. One of the most innovative campaigns of recent times was an Amnesty International domestic abuse 6 sheet poster campaigns at bus stops.

This poster advertisement titled ‘It happens when no one is watching’ was extremely clever in that it used a camera to alternate between two images when a person looked at it. When the camera didn’t sense a person looking it showed a scene of domestic abuse and when someone did look at it, the scene changed to one of two people standing placidly side by side. The campaign was very effective in the point it made and excellent in its execution.

NFC and QR Codes

Of course, not all printed campaigns have to use complex devices within the poster and many nowadays can make full use of a person’s mobile phone. The advent of QR codes and near field communication (NFC) in phones allows plastic business cards and other forms of print adverts to allow people the chance to use interactive bus stops.

Adding either of these items to advertisements or print allows users to download anything from vouchers, to games, to videos to special offers. Users simply place their phone beside a device and press a button to link to any of the above. Essentially, this means that in the most part the limits are merely creative as there is so much that can be achieved with this interactive form of advertising.

The Traditional Still Matters

However, even with all the vast arrays of technology at hand, the basics still need to be followed. Ideally prints need to be of high quality and a 72dpi is a minimum when using printed advertisements, with higher pixilation deemed better for an item viewed from within 1m or less. In the case of bus stop of six sheet prints, most will be seen from a distance, meaning a lower resolution may often suffice. Home inkjet and toner cartridge printers often have around 1200dpi.

They must also often by completely UV resistant to prevent fading and like any print work a good quality image should be used initially. Good poster campaigns, such as 48 sheet versions often attract the attention of around 70% of the UK population, with most seeing the advert numerous times.

Essentially, as we always say, print is here to stay and though it is not the sole means of communication, it is now a complimentary form of interaction working in tandem with the online world, as well as the offline one too.

This article was written for  who provide a range of plastic card solutions for business and personal use.


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