the seminar The Power of Print América Latina 2021 was performed in online format by Two Sides and ESPM with the support of PROPMARK this Wednesday morning (15). Mediated by Jane de Freitas, head of institutional marketing and strategic relationship at ESPM, the event opened with comments from the editor-in-chief of PROPMARK Kelly Dores, country manager Fabio Arruda Mortara, and coordinator of the Communication and Advertising course at ESPM Paulo Cunha . Organizers and supporters spoke about the importance of ensuring The place of print media in a digitized world.
The theme of this third edition Pop Internacional won in the first panel the analysis of Fabio Meneghati, partner and CEO of Greenz. “Print media will not die. It will be increasingly important to give credibility to integrated solutions”, points out the executive, who spoke about The power of print media in communication strategies.
Meneghati cites projects that prove the efficiency of the medium, despite the challenges that the sector is facing – this Wednesday (14), the Spanish El País announced the end of its edition in Portuguese. In the repositioning work for the insurance company Icatu, for example, the engagement with the public and investors “only increased when we started to have a presence in the print media”, says the executive. “It was one of the greatest results of the brand’s campaigns in Brazil”, he guarantees.
The CEO of Greenz leaves some lessons: each media piece format is unique; the printed media is essential depending on the sector being worked on; online to online (O2O) is imperative; credibility and a qualified audience are essential; and print and digital media are complementary.
Then Daniel Dunn, founder and CEO of Paperplanes, SaaS-based direct mail (software as a service), led the presentation Data: Driving the Evolution of Direct Mail. “E-mail is an accessible form of communication, but it is necessary to be aware of overloads”, warns Dunn, who also warns against the use of data in accordance with the regulations provided for in the General Data Protection Law (LGPD).
“The data provides access and helps to personalize the content, but the lack of clarity in its use still hinders it”, recalls Dunn, who works as a marketing advisor at Manchester Business School, as well as being part of the faculty of the Marketing Marketing course. Retail at University of Manchester and Data Analytics at University of Bath.
In addition to typically Brazilian issues, such as the intrinsic problems of delivery logistics, Dunn guarantees that direct mail “is a channel that can be effective as retargeting, boosting sales and showing the value of the printed medium”, he advises.
Virginia Cruz, who has 23 years of experience in the graphic market, highlighted the “sensory stimuli that only paper can cause”. Specialist in programs carried out in Germany, Brazil, Colombia and the United States, the executive remembers the differentials aroused by the color, texture, touch and even the smell of a print that has just come out of the print shop.
“This is the magic and charm of print media, which is lost on screens”, comments Virginia, who is a professor of Digital Graphic Process Management at Instituto Gutenberg, Argentina, and provides technical assistance to companies through the coordination of X. Graf Technology SRL. Virginia also emphasizes the need to unite the potential of print and digital. “Print is democratic, it reaches everyone”, he emphasizes.
The closing of the POP 2021 – The place of print media in a digitized world was made by Paulo Pessoa, executive commercial director of Estadão, responsible for projects such as Estadão Blue Studio, an advertising operation that in just nine months created, together with agencies and clients, around a thousand projects and business solutions based on data and performance
“Credibility and qualified audience are among our main differentials”, highlights the executive, who has 12 years of experience in the commercial and marketing areas.
With more than 47 million unique visitors to the portal, one of the largest subscriber bases in Brazil and about 16 million engagements on social networks, the newspaper O Estado de S. Paulo pushes the evolution of multiplatform partnerships. One of the examples is the project conceived for Itaú’s mortgage loan area, which includes the newspaper – now in Berliner format – digital, audiovisual, radio, podcast, content and social. “There were more than 50 million impacts and 2.5 thousand leads generated”, says Pessoa, who concludes: “The print is the initial lever for generating credibility”.
Two Sides is a global non-profit organization that advocates strengthening a sustainable pulp-based packaging and graphics communication supply chain by providing data that proves the attractiveness of paper printing.
The campaign Love Paper, for example, shows that 90% of the energy used by forest-based industries in Brazil comes from renewable sources. “The concern with converting paper and ink that can be recycled is one of the main concerns of the printing industry today”, recalls Virginia.
The meeting was sponsored by Bo Paper, Koenig and Bauer and Plural Indústria Gráfica, and the organization was in charge of APS Feiras e Eventos. Institutional supporters include Abap, Abemd, Ampro, Andigraf, Aner, ANJ, APP, Fenapro and Popai.
Check out the edition of POP 2020 – Brand Building: The role of print communication: