MANILA – Lisa Watson, Customer Success and Business Development Team Leader for HP talked about the relevance of print in the digital age at The Power of X: DigiCon 2016. She started her talk to say that in order to understanding how print will work in a time like this, you also need to understand that everything around it is also constantly changing. Therefore, people need to be able to adapt in the changes that is going whether around them or their field of work.
“EPID–every page is different,” Lisa stated. Whether to be taken literally when writing a book or figuratively when producing anything with a copy, she stressed that every experience should be able to separate itself from one another.
A great example of a campaign that made print a different experience each time was when Coke printed their bottles with people’s names. Everyone wanted to find their own name on the Coke bottles and because of the excitement that this had brought on to their consumers, they even got unpaid advertisements from their consumers whenever they posted about it on social media, enabling them to reach more people.
Another example is the ‘Lostmyname’ personalized children’s book site where they would incorporate the name of the kid who owns the book in the story, making the kid feel connected to the story which also encourages them to read as well.
In ending her talk, she answered the question that her session probed with, “No, print is not dead. It can be every bit as effective as it was, but it has very much changed.”
She continued on to say that what all these brands had in common was that they had passion to connect with their customers, they had courage to try something new, and they had commitment in whatever it is they were doing.
