Promotional print includes all of the marketing material produced by a company to promote its products and services including direct mail, brochures, inserts and catalogues. Demand for promotional printing papers has been hit hard by the recent economic crisis, and although the immediate economic outlook is now more stable, the increasing proliferation of 3G enabled mobile devices with email and internet functionality and the popularity of social networking sites means that digital marketing poses a greater threat to promotional printing paper markets than ever before.
The Future of Promotional Print in an Increasingly Digital World is a multi-client research program which was led by our head paper consultant Graham Moore between September and December 2009. Based on a new primary research program, this study uses a scenario based approach to explore how the changing behaviour of marketing professionals and the economic crisis is likely to impact on demand for promotional printing papers over the next five years. The study focusses on Europe and examines the market for various grades of coated and uncoated papers.
Abbreviations and acronyms
Executive summary
Introductions
Project objective
Scope and research
Promotional print paper market
- Trends
- Economic issues
- E-technology
- Environmental
- Implications for End Uses
- Magazines
- Catalogues
- Posters
- Direct Mail
- Point of Sale
Promotional trends
- Advertising and the Media Mix
- Mail in Europe
- Key direct mail trends
Primary research highlights
- Introduction
- Promotional Print Drivers
- Paper Selection
- Regional Promotional Characteristics
- Focus Group Highlights
- Consumer Focus Group
- Professionals Focus Group
- Implications for Future Demand
Promotional print market by grade
Future prospects
Appendix 1:
- Paper specifier interviews
- Marketing/Advertising agency interviews
- Publishing
- Printer Interviews
- Other industry players
Appendix 2:
Appendix 3: