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Technology in Printing – Better Engagement

Print and Digital marketing have finally found solidarity within the walls of Sandy Alexander. Utilizing both channels of marketing in combination – rather than isolation – has propelled our company to the forefront of the industry when it comes to utilizing technology in printing. Offering capabilities such as the installation of QR codes, NFC tags, and AR technology in any product, we have discovered that the use of these three promising technologies can engage customers in creative and innovative ways, yielding greater results in consumer activity.
 
With the ability to enhance any direct mail piece with these interactive technologies, Sandy Alexander can provide creative solutions valuable to any business’s growth. Your competition will look stodgy in comparison, causing your business to stand out and gain recognition. Allowing a customer the opportunity to engage through these mediums could be the missing piece of what your business needs in order to expand its consumer base.
 

What are these technologies?

Quick Response (QR) codes – Barcodes advertisers place on print marketing that store hyperlinks which guide users to more interactive, engaging online advertising like videos and websites. The most effective examples include adverts that direct customers to a site to purchase the product, movie posters that direct users to a trailer, and business cards with codes that send users directly to a LinkedIn account. Users scan the square barcodes using an application that can be downloaded on relatively any smartphone. QR codes have even been considered to replace labels on food for manufacturers to allow even more detailed information that can’t fit on the labels.
 
Near Field Communication (NFC) tags – Tags placed on print media and read with NFC-enabled devices that guide users to videos, websites, and even applications they can interact with. Unlike QR codes, no app is needed to scan the NFC tags. Currently on the rise, Apple restricts NFC technology to Apple Pay, an app that lets you pay with your phone at checkout. However, NFC technology usage is growing fast and increasing with usage; ABI research projects 1.2 billion added users from the end of 2016 to the end of 2018.
 
Augmented Reality (AR) – Supplements a direct view of the real world with a virtual computer-generated element, like video or still image, resulting in a more engaging experience with customers.  By adding an AR aspect to their posters, AMC Theatres found that their Click-Through Rate (CTR) increased to 75% on the coupons they offered.  This allowed customers to stand next to the movie posters and take photographs in which a computer generated image of the movie character could be seen standing next to them.
 

At Sandy Alexander

Sandy Alexander is more than capable of utilizing this technology in any printed piece for our customers. In fact, we can handle all development in-house. Additionally, in 2016 we received a Sappi North American Gold Printer Award for a product that contained these technologies – QR codes, NFC tags, and AR; all three within the same piece.
 
If you have any questions about how to enhance your print marketing strategies through Sandy Alexander, please contact Gene Palecco at gpalecco@sandyinc.com or call (973) 968-3333.