Online marketing techniques can often overshadow print, but leaflets, posters and what’s on guides still account for a large part of marketing spend in the cultural sector. So, at August’s First Wednesday we explored the place of print in a digital age.

Alastair Jeffrey of J Thompson Colour Printers led the session and came prepared with an array of samples and ideas of how we can all make the most of our printed materials. The session highlighted the value in working with both designers and printers to come up with imaginative solutions. Some of the most striking examples, for instance, were printed purely in black and white achieving maximum impact for minimal costs. His message was loud and clear: we regularly talk about innovation for digital marketing but we shouldn’t stop applying creative thinking to printed literature.

Alastair explained that print doesn’t have to be old fashioned. Augmented Reality is a great way of combining modern techniques with the more traditional. Using tools like Layar you can enhance flyers and posters with interactive content such as web and social media links, video messages or music clips. This technology also enables you to track and analyse who is interacting with your printed materials.

Digital printing means you can now use your audience data to customise the content of your printed materials so that is tailored towards specific customers. For example, you might use your purchase history data to target previous attendees about a similar show. Alastair reminded that personalised printing is most effective when you include a call to action.

Exclusively available for Culture Republic Partners, First Wednesday events are monthly lunchtime sessions where attendees can learn and network around key issues affecting our sector. Next time we’ll be in Edinburgh with Stephen Bullock from Education Scotland who will talk about how arts and culture organisations can  connect, communicate and collaborate with schools and educators nationally. Contact us for more information about this event or to find out about Culture Republic partnerships.