Print, digital or both? This decision is also becoming increasingly crucial for corporate publications.More and more companies are turning to digital channels for their corporate publications. But in the digital boom, the advantages of a printed publication are often forgotten. "Replacing printed material indiscriminately and hastily with electronic media is the trend," says Othmar Krienbühl, co-owner and partner at Linkgroup. "However, it often proves to be short-sighted or even counterproductive due to the lack of a sound analysis of the target groups. In corporate communications in particular, however, it's not just the content that counts, but also the way it's delivered." An annual report no longer appears as a printed "bible," but it forms a target group-oriented communication package for financial reporting, for example, as a printed company profile with a printed short report in combination with an online annual report and a PDF. "In this way, the target groups are served in an emotional and media-appropriate way," says Krienbühl. "Clearly, print has its place and will continue to assert it, but always in combination with online media."
Strong emotional bondKrienbühl emphasizes that today's customers want to take full advantage of print and online to be able to communicate to their target groups. "Many of our customers specifically hand over a print product to their employees and customers in order to create a strong emotional bond - be it in the company, at home or when the product is passed on to third parties," says Krienbühl. "Here, the print product is clearly superior to the screen of an electronic device." Print tends to encourage the recipient to read in a relaxed manner; the emotional appeal via the feel of a professionally clean printed product promotes pleasurable browsing and browsing, he adds. The effect of a well-designed title page and the generosity of a double-page image are further advantages. "Customers use precisely the aforementioned features to position themselves in the electronic information overload with a differentiated message - "deceleration" being the keyword. "For Warteck Invest, Basel, Linkgroup acted as general contractor to develop and implement a style-defining concept for print and online derived from the corporate strategy. The content and functionalities were already prepared in the concept phase to suit the target group and linked cross-medially. The company relies on print as the output medium and thus exploits the advantages of emotional appeal via haptics. The content of the double-page spreads is in magazine form, with a handy format that encourages users to turn the pages.
"Each output channel has its strengths"Andreas Hostettler, Head of Marketing & Sales and co-owner of Sihldruck AG, is convinced that only very rarely can a print product be replaced by a digital product. It is true, he says, that digital media are taking "a piece of the pie". But often the two elements complement each other, reaching a broader audience, he said. "Each output channel has its strengths - for example, with the print product, the choice of paper, feel, print finish and typography all count," Hostettler says. "And with digital output, audio and video elements can be used to score points." That's why Sihldruck AG has developed the "SihldruckCube" offering. Here, the company links a wide variety of output channels and offers its customers the best of both worlds.According to Hostettler, Sihldruck's customers are not just looking for a print shop, but a communications partner. "The pressure that is on our customers should not be underestimated," Hostettler said. "Every day you are confronted with new possibilities and means of communication - and no one wants to 'back the wrong horse' in their choice of products. "Consequently, he says, more is expected of a company in the graphic arts industry than to produce print products precisely and on time. "The customer has to be accompanied and advised much earlier in the value chain. This, in turn, also opens up opportunities for us to develop new business areas." Anyone who only operates on the basis of price today has already lost out, he says. "This is also proven by the constantly growing print volume that is flowing into neighboring countries and the new EU countries," says Hostettler.
"When it comes to the print product, for example, the choice of paper, the feel, the print finish and the typography all count."
Andreas Hostettler, Sihldruck"Info is transported differently"Finally, Jürg Konrad, Chairman of the Management Board of FO Print & Media AG, is also convinced of the advantages of print products. "Thanks to the haptic effect of print products, information is conveyed in a completely different way than with a digital medium," says Konrad. "We don't want to do without the effects that are possible with it." However, because people trust a print publication more than a digital publication, the design and content quality requirements are also increasing.What role will print play in corporate publications in the future? "In the past, the importance of printed information was certainly greater, as it was practically the only medium for conveying information to customers," says Konrad. "Today, multiple channels are available." The Internet in particular has changed communication habits, he said. "In the media mix, print will still increasingly carry higher-value information," Konrad is convinced. "That means information that is longer valid and important, as well as representing a certain value."Haptic experience vs. digital gimmicksAndreas Hostettler of Sihldruck is also convinced that print will continue to play an important role in corporate communications for a long time to come - albeit in close combination with digital output channels. "Each of these channels satisfies a different consumer need: from mobility to topicality, from haptic experience to digital gimmicks," says Hostettler. "As a modern media company, you have to be able to cover all these needs of your customers. "For Linkgroup's Othmar Krienbühl, the customer's communication concept in relation to its target groups plays a crucial role. "Circulation and volume may continue to decline in financial reporting, for example, or there may even be a heavy emphasis on online, and print products are only used as a flanking measure," says Krienbühl. "Conversely, the aim is to achieve a stronger emotional connection in internal communications, and there is a clear focus on print, but here with online as a supplement." In any case, he says, the rule is that print must offer compelling added value for the target group and be complemented by cross-media whenever possible. "However, a printed customer magazine can be supplemented, for example, by specific apps for products and sales activities, as well as with an electronic newsletter," Krienbühl continues. "This appears between the issue dates of the printed publications or when there is a current need and supports the print product in an ideal way."______________________Sihldruck now also focuses on B2C online tradeSihldruck AG, as an almost exclusively B2B provider, would like to gain experience in B2C online trading. Therefore, as of April 1, 2015, the company has hired the Online card store Design&Print launched. Sihldruck attaches great importance to the design of the cards. In addition, each template can be customized to your own needs in just a few steps using a design tool. The selection offered includes wedding, birth, and general invitation and greeting cards.Author: Simon Wolanin
