The Latest in Marketing Innovation? the Bookbook by Jeremy Suratt

It was an exciting week to be in marketing. Apple always amazes with its product launches; and Ikea's video introducing its 2015 catalog not only drew praise from media pundits, but garnered over 10 million views on YouTube, as well.

Timed to coincide with Apple's latest product announcements, Ikea's video gently spoofs the tone and style in which Apple execs typically introduce their new technology. Once in a while, something comes along that changes the way we live, Ikea's chief designer opens. A device so simple, so intuitive, using it feels almost familiar. He tell us this product has no cables, and its content comes pre-installed via 328 high-definition pages. What is this revolutionary technology Ikea is hawking? Not a digital book. Not an ebook. It's a bookbook , and you can get one by following the links at the end of the video.

Ikea isn't the only large retailer investing heavily in print (literally). Restoration Hardware feels so strongly about showcasing its entire inventory that, this year, the company bundled 11 individual catalogs into one 3,000-page megalog weighing 15 pounds. According to the website Marketplace Business, the average American spends $850 a year on catalog purchases. Additionally, the website says those who purchase through catalogs tend to have greater customer loyalty than those who purchase online. Clearly, print still performs and deserves a place in every well designed marketing strategy.

Although there's a lot of focus on digital marketing right now, we should remember that plenty of people still enjoy, and even prefer, receiving printed communications. Whereas technology tends to demand our attention and push us to operate at an accelerated pace, printed materials invite us to relax - take a break from the noise - and experience the simple pleasure of turning a page.

The differences in the way print and digital media impact us means they can work synergistically in getting a message to market. Smart companies use one channel to drive attention to another, advancing prospects toward the sale in the process. Which begs the question, how are you using digital and print media in your next campaign?

Do you have questions about fulfillment service? Read additional Knowledge Center stories on this subject, or contact Iron Mountain's Fulfillment Services team. You'll be connected with a knowledgeable product and services specialist who can address your specific challenges.

LINK:	http://blogs.ironmountain.com/2014/service-lines/marketing-production-...
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