PRIMIR, the Print Industries Market Information and Research Organization, will reveal key findings from a soon-to-be-released research study on "The Impact of Integrated Marketing on the Printing Industry" during the PRIMIR Winter Meeting, December 3-5, 2012 at the Westin Hotel Canal Place, New Orleans, Louisiana.
A team of analysts from InfoTrends, who are concluding research on integrated marketing, will present their key findings to PRIMIR meeting attendees. The study will identify which vertical markets are successfully employing integrated marketing campaigns and outline print's role. It will also explore how print providers are engaged in providing full campaign management to their clients, and the return on investment (ROI) for these integrated campaigns.
Lisa Cross, InfoTrends' lead analyst for the PRIMIR study, shared a few early insights. "Integrated marketing is a common practice in marketing, and print will remain an important part of the media mix. Marketers use an average of five channels in an integrated campaign, which has diminished the volume of print produced, but not its role or value in the mix. Marketers across industries that are big marketing spenders—automotive, financial services, food and beverage, healthcare, and retail—view print as a core channel in the mix and rely heavily on printed direct mail and signage in their integrated marketing campaigns. The arrival of online channels has reshaped what is possible in an integrated campaign, but successful execution is a work-in-progress as marketers wrestle with demonstrating ROI, measuring response, and determining campaign or program costs." The PRIMIR meeting presentation will delve deeper into these opportunities and challenges.
In addition, the program will feature several other presentations that tie in well with 'integrated marketing' discussions. John Zarwan, President, J Zarwan Partners, will preview findings from an NPES study currently underway, "Defining and Understanding Communications Platform Trends and Implications to the Print Value Chain." Also, in a presentation entitled, "The Mobile Media Revolution: Will Print Become a Luxury Item," Roman Hohol, Director, Marketing Practice Area of AMEC will enlighten the participants about mobile media's impact on the role of print media.
PRIMIR 2012 Winter Meeting attendees will also participate in various task forces focusing on 2012 and 2013 research to be completed. They will also brainstorm in Roundtable Sessions as a precursor to launching three new studies on member-suggested topics, which include: The Future of Retail Advertising Inserts; Changing Business Model for Printing Equipment & Supplies Manufacturers; and, Print Applications: Revenues, Processes, Run Lengths and Consumables Ratios.
PRIMIR hosts several meetings each year, providing a forum for members to network among their peers while learning the results of the latest research. PRIMIR and NPES members, as well as prospective members, are welcome to attend the PRIMIR 2012 Winter Meeting. Business development managers, product managers, marketing managers, market research analysts and others tasked with following and formulating data and trends about the graphic communications and packaging/converting industries will find the essential information presented at PRIMIR meetings beneficial.