Markets - arts, entertainment and recreation

If you’re looking to explore new markets to generate sales in 2012 consider venues or organizations that generate annual documents based on their membership. Museums, zoos, recreation locations and theme parks are just a few examples that use a variety of printed documents. Many of these locations are based on membership which means opportunities in integrated cards for ID and season passes. Window decals can be used in membership kits to help push awareness or on store windows to show local community support. On site collaterals and signage can be a lucrative product especially in areas such as museums and art centers where the collections and items for viewing are changed on a regular basis. Special event tickets provide an opportunity to offer variable imaging as well as options in print security to deter counterfeiting.

A larger opportunity may lie in helping drive membership campaigns and retention programs using direct mail with high levels of variable data intelligence. By segmenting the known customer base into current members versus past members, you can create two independent marketing programs each generating print sales for your company. Beyond this you would have the opportunity to drive new member programs using direct mail and other media. This could include supplying your client with a prospect list.

Naturally these could open the door to offering promotional products to these clients or perhaps the reverse is true in that you may be offering promotional products and can use that as a door to the print opportunities above.

When you consider that the arts, entertainment and recreation markets can generate three promotional print opportunities as well as potentially lead to a vast variety of other print sales in brochures, signage and donation campaigns, it is understandable why many distributors and print resellers are eyeing these as new sales growth areas in 2012.

WHAT’S OUT BACK:

DNA - chain of custody

Tracking has become a key word in every business whether you’re tracking sales, ROI, response rates, website traffic or clicks. One of the most crucial tracking areas for chain of custody is in tracking DNA sample collections. Recently we saw a prime example when we were asked to produce a small cut sheet card that is kitted with a DNA collection device. On the card were three small bar coded labels printed on a durable material and imaged with human readable numbers.

Once the DNA sample is taken, one label is applied to the collection device. A second label is applied to an information card containing the person's contact information, signature and fingerprint. The third label is applied to the exterior of the transport envelope of the DNA collection device. This simple process provides identification as well as a chain of custody.

This could also be an opportunity for creative forms design in the fact that currently three documents are used providing the DNA card, label and envelope. Would it be possible to merge these into two or even one document? Would that add a new value to the system or perhaps improve the effectiveness in the field? Could a clear pocket form allow for scanning of the bar code on the collection device without opening the envelope? Could this add to the security of the tracking system?

DNA is only one of many opportunities in the medical market where form and label design, combined with variable imaging, can generate an efficient and high value document.

Note: Documents discussed in What's out back may not be available as samples.