{"id":8322,"date":"2021-03-26T20:00:30","date_gmt":"2021-03-27T00:00:30","guid":{"rendered":"https:\/\/paragraphinc.ca\/upgrading-your-impact-the-engaging-power-of-touch-copy\/"},"modified":"2021-03-28T19:55:26","modified_gmt":"2021-03-28T23:55:26","slug":"building-creative-agility-with-digital-printing","status":"publish","type":"post","link":"https:\/\/paragraphinc.ca\/en\/building-creative-agility-with-digital-printing\/","title":{"rendered":"Building Creative Agility with Digital Printing"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css=&#8221;.vc_custom_1616081544075{margin-top: -30px !important;}&#8221;][vc_column width=&#8221;3\/4&#8243; css=&#8221;.vc_custom_1616081531625{border-right-width: 1px !important;padding-top: 0px !important;padding-bottom: 0px !important;border-right-color: #e6e6e6 !important;border-right-style: solid !important;}&#8221;][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;full&#8221;][\/vc_column][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1616081554774{margin-top: 0px !important;padding-top: 0px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1616083567961{margin-top: 0px !important;margin-bottom: 12px !important;border-bottom-width: 1px !important;padding-top: 0px !important;padding-bottom: 12px !important;border-bottom-color: #e6e6e6 !important;border-bottom-style: solid !important;}&#8221;]<\/p>\n<h4><strong>Recent posts<\/strong><\/h4>\n<p>[\/vc_column_text]<div class=\"eltd-blog-list-holder eltd-minimal \">\n\t<ul class=\"eltd-blog-list\">\n\t<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/supremex-announces-the-acquisition-of-impression-paragraph-inc\/\" >\n\t\t\t\t\tSupremeX announces the Acquisition of Impression Paragraph Inc.\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/the-real-reason-behind-the-printing-paper-shortage\/\" >\n\t\t\t\t\tThe REAL reason behind the printing paper shortage\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/agility-its-part-of-our-dna\/\" >\n\t\t\t\t\tAgility&#8230; It&#8217;s Part of Our DNA\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/three-signs-youre-ready-for-a-digital-storefront\/\" >\n\t\t\t\t\tThree signs You&#8217;re ready for a Digital Storefront\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n<li class=\"eltd-blog-list-item clearfix\">\n\t<div class=\"eltd-blog-list-item-inner\">\n\t\t<div class=\"eltd-item-text-holder\">\n\t\t\t<h4 class=\"eltd-item-title\">\n\t\t\t\t<a href=\"https:\/\/paragraphinc.ca\/en\/speed-to-market-matters-for-point-of-sale-displays\/\" >\n\t\t\t\t\tSpeed to Market Matters for Point-of-Sale Displays\t\t\t\t<\/a>\n\t\t\t<\/h4>\t\t\t\n\t\t\t\t\t<\/div>\n\t<\/div>\t\n<\/li>\n\t<\/ul>\t\n<\/div>\n[\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1616759316448{margin-top: 36px !important;border-top-width: 1px !important;}&#8221;][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;.vc_custom_1616775468897{padding-top: 6px !important;padding-right: 2% !important;}&#8221;]<span style=\"font-weight: 300;\">Agility has become a marketing buzzword because it\u2019s never been more important to be agile, particularly in your marketing approches.\u00a0 Customer preferences and market conditions have never changed more quickly, and being nimble is a crucial success factor: nimble in learning about your markets and in adapting your responses to meet your customers.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">That\u2019s why sophisticated users of digital printing technology are enjoying the benefits of exploring creative and marketing alternatives \u2014 without delays and without the start-up costs that came with exploring different design, messaging or packaging approaches.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Agile marketers can explore entirely different styles or different offers \u2014 in small quantities or large \u2014 and can quickly gather feedback that enables them to choose the right path(s) forward.<\/span><\/p>\n<h4><strong>Your grandfather\u2019s A\/B Testing<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">Today, when people think about A\/B testing they usually think testing multiple creative approaches for online media buys. But long ago, people used direct mail to test two different offers, to learn which one elicited the best response. This <\/span><span style=\"font-weight: 300;\">A\/B testing was a crude preview of what you can do today \u2014 with infinitely variable imaging and finishing, all done with digital printing.<\/span>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/4&#8243; css=&#8221;.vc_custom_1616703758962{border-top-width: 1px !important;border-bottom-width: 1px !important;background-color: #e6e6e6 !important;border-top-color: #4b7c9e !important;border-top-style: solid !important;border-bottom-color: #4b7c9e !important;border-bottom-style: solid !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1616704031596{margin-top: -12px !important;margin-bottom: 12px !important;padding-top: 0px !important;}&#8221;]<\/p>\n<h1 style=\"text-align: center;\"><strong>Creative Agility<\/strong><\/h1>\n<p>[\/vc_column_text][vc_column_text css=&#8221;.vc_custom_1616705062596{margin-top: 18px !important;margin-bottom: 6px !important;padding-top: 0px !important;}&#8221;]<\/p>\n<p style=\"text-align: center;\"><strong>The ability to test and experiment through quick pursuit, reflection, and adjustment.<\/strong><\/p>\n<p>[\/vc_column_text][vc_text_separator title=&#8221;&#8221; color=&#8221;white&#8221; el_width=&#8221;70&#8243; css=&#8221;.vc_custom_1616704109773{margin-top: 0px !important;margin-bottom: 24px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1616759346588{padding-top: 0px !important;padding-bottom: 9px !important;}&#8221;]<\/p>\n<p style=\"text-align: center;\"><small><a href=\"https:\/\/www.ted.com\/talks\/linda_hill_how_to_manage_for_collective_creativity#t-422808\" target=\"_blank\" rel=\"noopener\">Linda Hill&#8217;s 10-minute TED Talk<\/a> will show you how Creative Agility fits into the triad of creative strengths at the world&#8217;s most innovative companies.<\/small><\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row rtl_reverse=&#8221;yes&#8221; css=&#8221;.vc_custom_1616759233811{margin-top: 0px !important;}&#8221;][vc_column width=&#8221;1\/3&#8243;][vc_empty_space height=&#8221;12&#8243;][vc_single_image image=&#8221;8454&#8243; img_size=&#8221;medium&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1616771788907{padding-right: 24px !important;padding-left: 24px !important;}&#8221;][\/vc_column][vc_column width=&#8221;2\/3&#8243;][vc_column_text css=&#8221;.vc_custom_1616760450740{padding-top: 12px !important;}&#8221;]<span style=\"font-weight: 300;\">Digital printing technology permits you to compare user engagement with different creative versions of a printed piece, a packaging approach, or any other marketing asset. By tracking versions with QR-coded landing pages you\u2019ll be able to measure the variations in response and determine your optimal course of action. All without the added expense of traditional versioned production.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">You show one version to one group and the other version to another group, then watch carefully to see how each version plays. Careful analysis will help you to make an informed decision, and you can adapt your marketing response accordingly, changing your copy, your offer, your design, or your packaging \u2014 being much more confident that you\u2019re on a path to making the right decision<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;vergex-post-narrow&#8221; css=&#8221;.vc_custom_1616712786931{margin-top: 36px !important;}&#8221;][vc_column][vc_column_text]<\/p>\n<h4><strong>That was then, this is now<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">S<\/span><span style=\"font-weight: 300;\">hort-run digital printing allows you to go-to-market with several creative versions of a concept so you can see what wins with the buyer. <\/span><span style=\"font-weight: 300;\">Digital printing<\/span><span style=\"font-weight: 300;\"> affords you the flexibility to test multiple offers, using personalization tools with variable images, variable text, QR codes, and even <\/span><span style=\"font-weight: 300;\">personalized landing pages for each recipient.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Using variable data, you can adjust creative for audience segments on the fly \u2014 using different creative for male or female demographics. So too, automotive promotions might tailor copy or logo art for specific car owners; or you can adapt messaging and art for different age groups.\u00a0 Whatever ways you can segment your audience, we can adapt your printed pieces to reflect that segmentation at full production speed, with no sacrifice in quality or increase in cost once the variable data has been programmed. <\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1616712793879{margin-top: 36px !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<h4><strong>A Major Breakthrough in Short-run Packaging<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">This kind of adaptability is useful across the entire range of printed marketing communications. But it\u2019s recently become a critical advantage in exploring high-end packaging options, because high-end packaging has always had high start-up costs that required large quantities to make the unit cost affordable.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Today, the newest digital presses are large enough and fast enough to permit exploration of different packaging approaches \u2014 using substrates that are thicker and more durable than ever before. And digital enhancements like metallic foils or high-touch coatings don\u2019t require die-making or expensive set-ups, permitting you to explore endless variations, if you like \u2014 all without needless cost or delays.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">In cosmetics, food, or pharmaceuticals, packaging is a major area of focus \u2014 because it often plays a major part in consumers&#8217; product selection.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Digital short run package testing can play a major role in helping you to understand what types of shapes, colors and adornments impact buying decisions.<\/span>[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;8371&#8243; img_size=&#8221;full&#8221; css=&#8221;.vc_custom_1616712895909{margin-top: 24px !important;}&#8221;][\/vc_column][\/vc_row][vc_row el_class=&#8221;vergex-post-narrow&#8221; css=&#8221;.vc_custom_1616759686087{margin-bottom: 0px !important;}&#8221;][vc_column][vc_column_text css=&#8221;.vc_custom_1616759877525{margin-bottom: 0px !important;}&#8221;]<\/p>\n<h4><strong>Just imagine<\/strong><\/h4>\n<p><span style=\"font-weight: 300;\">Imagine being a cosmetics marketing manager and being able to use a variety of images based on a consumer\u2019s profile. Or if you\u2019re trying packaging alternatives, imagine using a metallic foil adornment on one packaging test item, and glossy raised coating on another.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=&#8221;.vc_custom_1616759944713{margin-top: -36px !important;}&#8221;][vc_column width=&#8221;1\/3&#8243; css=&#8221;.vc_custom_1616975633573{margin-top: 48px !important;}&#8221;][vc_single_image image=&#8221;8386&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; css=&#8221;.vc_custom_1616760330924{padding-right: 24px !important;padding-left: 24px !important;}&#8221;][\/vc_column][vc_column width=&#8221;2\/3&#8243; css=&#8221;.vc_custom_1616975722733{margin-top: 24px !important;}&#8221;][vc_column_text css=&#8221;.vc_custom_1616975714578{margin-top: 0px !important;}&#8221;]<span style=\"font-weight: 300;\">Imagine being a cosmetics marketing manager and being able to use a variety of images based on a consumer\u2019s profile. Or if you\u2019re trying packaging alternatives, imagine using a metallic foil adornment on one packaging test item, and glossy raised coating on another.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Imagine being a pharmaceutical product manager and being able to send targeted mailing pieces to your list of MDs and other healthcare providers.\u00a0 Gone are the days when you had to use the same piece for each member of your audience.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Imagine running a high-end fund-raising or team-building event, where you can personalize and enhance each high-value piece for each attendee. Maximizing impact drives maximized results.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Imagine being a CMO and being able to come up with different offers or different creative approaches and zeroing in on the ones that perform the best across multiple demographics.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;vergex-post-narrow&#8221; css=&#8221;.vc_custom_1616760318188{margin-top: 6px !important;}&#8221;][vc_column][vc_column_text]<span style=\"font-weight: 300;\">Across an endless range of marketing communications approaches, you can speak directly to each recipient \u2014 one to one. More personally. More intimately, and with dramatically better results.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Whether you\u2019re evaluating alternative ideas or simply trying to maximize impact through a highly personalized approach, there are things you can do digitally that you\u2019ve never imagined would be possible.<\/span><\/p>\n<p><span style=\"font-weight: 300;\">Flexibility and agility can help to make your marketing strategy more dynamic and more powerful. That\u2019s why it\u2019s time for you to put high-end digital production to use. The results just might astonish you.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_id=&#8221;subscribe&#8221; el_class=&#8221;vergex-post-narrow&#8221;][vc_column][vc_empty_space][vc_text_separator title=&#8221;&#8221;][vc_empty_space][vc_row_inner][vc_column_inner width=&#8221;5\/6&#8243;][vc_column_text]<\/p>\n<h4><strong>Subscribe and stay connected<\/strong><\/h4>\n<p>Subscribe to the Paragraph <em>Insights<\/em> Blog to ensure you don\u2019t miss a single post. When you subscribe, you\u2019ll also be approved to receive customer-exclusive content \u2014 like special reports and planning guides \u2014 all FREE of charge. Just click SUBSCRIBE and we\u2019ll keep you updated.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][vc_empty_space height=&#8221;27&#8243;]<a href=\"#\" target=\"_self\" style=\"color: #ffffff;background-color: #4b7c9e;font-size: 14px;font-weight: 600\" class=\"eltd-btn eltd-btn-medium eltd-btn-solid eltd-btn-custom-hover-bg eltd-btn-custom-hover-color vergex-subform-english-popup eltd-btn-rotate eltd-btn-arrow-center\" data-hover-bg-color=\"#335577\" data-hover-color=\"#ffffff\" >\n    <span class=\"eltd-btn-text\">SUBSCRIBE<\/span>\n    <\/a>[\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Agility has become a marketing buzzword. Customer preferences and market conditions have never changed more quickly. Being nimble, in learning about your markets and in adapting your responses to meet your customers, is crucial. That\u2019s why sophisticated digital printing buyers  are enjoying the benefits of exploring creative and marketing alternatives. <\/p>\n","protected":false},"author":10,"featured_media":8326,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[370,362],"tags":[357,383],"class_list":["post-8322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-technology","tag-marketing-en","tag-technology"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Building Creative Agility with Digital Printing - Paragraph<\/title>\n<meta name=\"description\" content=\"Agility has become a marketing buzzword. Customer preferences and market conditions have never changed more quickly. 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