Flyer printing 'should deliver targeted messages'

UK printers should involve marketing teams in the production process, it has been suggested.

Flyer printing could be improved by engaging marketing teams with the stages of production, one individual has suggested.

Francis McMahon wrote on the Digital Nirvana blog it is well-known that marketers are "savy" when it comes to direct mail materials, such as flyers.

Despite this, they often steer clear of printing production, partly because this is associated with technology and finance, which is seen to be incompatible with creativity, he explained.

Currently, marketing teams are beginning to realise the value of contributing to the process, which represents "a golden opportunity" for printers, Mr McMahon commented.

He advised firms to demonstrate to marketing executives "the effectiveness of delivering targeted messages to recipients who are highly likely to spend time with the document".

Furthermore, messages should be embedded into materials such as flyers, which ought to be delivered in envelopes, Mr McMahon added.

Another writer recently remarked in a piece for Lon's Article Directory that direct mail is the best way of communicating with customers.