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Crossing Media Lines with Digital Printing

Are you familiar with Moosejaw?  They are a company specializing in sport and athletic outwear for “people who blend their urban lives with a love for adventure, being active, and being outside.”  Without a doubt their mail order catalog is one of the wittiest and most clever publications in the mail today, and I read a LOT of catalogs.

It isn’t really my intention to plug Moosejaw (although I do think they have competitive pricing for some of the more popular lines of outwear) but to point out the way they “announced” their cross-media campaign this fall.  On the back of the catalog (see my unprofessional photo) there is a HUGE QR (Quick Response) Code with a caption that reads “You can check out the online version of this catalog by scanning this thing.  If you don’t know what this thing is, please ask someone much younger than you.”

Getting most from our marketing efforts is the name of the game for 2012.  We are launching a campaign utilizing more than one media modes – direct mail with Internet, eBlasts with website content.  True, these QR codes are the bailiwick of Smart Phone users, but they are definitely in OUR target market.  I’m NOT a lot younger than you, but feel free to let me know if you want to learn more!

Cathie Cushing Duff

One of the third generation membership owners at Cushing, Cathie has been active in the organization since 1975. A graduate of the University of Toronto (St. Michael’s College) she attended the University of Chicago Graduate School of Business and has been a guest lecturer at the University of Illinois School of Business. A Past President of the North Central Reprographic Association and International Reprographic Association, she has served on the ReproMAX Association and Chicago Family Business Council Boards. When not exploring print and digital communications, her passions are family, knitting and crocheting. Visit Cathie’s Google + profile.

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