In this fast-moving digital age, some may think that print may be unable to keep up. Instead, however, innovative companies are finding ways to incorporate on-the-spot printing and marketing into their products -- and they're catching consumers' attention in the process.

 

Coffee drinkers in the United Arab Emirates are getting top news headlines on their coffee sleeves as they enjoy a cup of joe.

 

In an effort to bring in more readers and subscribers, Dubai's newspaper Gulf News partnered with global coffee chain Tim Hortons to turn the useful-but-mundane coffee sleeve into something that would engage coffee drinkers and increase readership.

 

When a customer orders a cup of coffee from the shop, a top news headline is printed on the coffee sleeve using a special on-site printer. The headlines are printed hourly throughout the day so drinkers have up-to-date information, or as they like to call it: "Fresh news. Fresh brews."

 

The news story is pulled from Gulf News' Twitter feed, and includes a QR code for users to scan so they can read the full story on their smartphones.

 

Check out the video of how it works.

 

Since the campaign started, Gulf News has earned more than 2,900 new Twitter followers. Traffic on the Gulf News website increased by 41 percent, and subscriptions rose by 2.8 percent.

 

In another bout of on-the-spot printing brilliance, Hellmann's mayonnaise installed specialized software at a major supermarket chain to increase sales and maximize their point of purchase impact in Brazil.

  

To encourage shoppers to use mayonnaise for more than just sandwiches, Hellman's launched a recipe receipt campaign.

 

When shoppers purchase groceries that include Hellmann's mayonnaise, a customized recipe is printed on the receipt. But it isn't just any old recipe. The recipe is tailored to the ingredients the shopper had just purchased in that transaction.

 

See how it works.

 

Hellmann's found a way to bring their brand to life to consumers and in the first month of the printed recipes, sales increased by 44 percent.

 

These companies are finding ways to keep up with consumers in this fast-moving age and still get their brand noticed -- and they are doing so with on-the-spot printing. How can your brand use on-the-spot printing to catch your audience's attention?

 

Sincerely, 

 

Mona Graham
 
Monogram Communication Services

798 University Avenue

  

  

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