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Industry

Putting your money where your mouth is

The Print Show has claimed that to promote awareness of the event over the last ten months it has sent out more than 150,000 individual print items that span everything from magazine inserts to Z-Cards.

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The Print Show has sent out more than 150,000 print items to promote the event and educate the industry about what it has to offer

“You have to put your money where your mouth is,” says Page Tuck, marketing manager of The Print Show. He continues: “We are in the print industry and I strongly felt we needed to make print the absolute core of our marketing activities.

“Although we have conducted a full multi-channel marketing campaign to hit every demographic and communication medium, including six wonderful staff that have called the entirety of our 20,000 strong database, it would have had far less impact without the printed word.”

We are in the print industry and I strongly felt we needed to make print the absolute core of our marketing activities


Tuck also says he experiences a high degree of frustration, as both a publisher and exhibition organiser, when manufactures and suppliers say ‘we don’t want to use print as marketing medium anymore’.

“My blood boils, we are all in the print industry. How can companies that make their bread and butter from print decide they won’t support it as a medium to spread their brand or marketing message? It is beyond me.”

The pinnacle of The Print Show’s efforts has seen the production of a piece of variable data-driven direct mail. Printed and project managed by Amethyst Mailing, every single printer in the UK has received a personalised invitation, attached to which is a personalised ‘Golden Ticket’.

This carries a unique barcode, that when scanned on entry to The Print Show will enter them into a draw for more than £7,500 worth of prizes.



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