TRMC Industry Insights shows complementary power of print and digital

The Real Media Collective (TRMC) recently delivered its 2022 Industry Insights at well attended breakfasts in Sydney and Melbourne with the key takeout being print is a key plank in the marketing mix.

The 2022 Industry Insights Report, which can be downloaded here, contains research data across the key print categories including direct mail, catalogues and magazines. It also shows how marketing expenditure is split across all marketing channels, including digital and print.

One of the key messages to come out of the report is the complementary nature of online and offline marketing.

“I almost feel compelled to highlight, this report is not anti-digital, in fact online and offline channels work in a complementary fashion,” TRMC CEO Kellie Northwood states in the report’s Executive Summary.

“We can have a website and EDMs, catalogues and television presence, collectively working for optimal results. No channel needs to be replaced by another, nor does one channel suit all audiences at each point of engagement. We have seen the error of this approach from major brands losing market share and identity with a one or the other approach.”

Northwood said she was extremely pleased with the attendance at the two breakfasts, as well as interest in what the data has to say about print.

“We have had terrific attendance across both the Sydney and Melbourne events with around 100 people at each event. What is most important during Covid is that we pivoted into keeping the industry open and now the customers are desperate for events like this and they have welcomed it back – so we will be doing more,” Northwood told Sprinter.

“When one of the largest print customers in the country says ‘thank you’ to the association, it is testament to what we are doing and how closely we work together with the brands to protect print. We had senior general managers of marketing from some of the largest print buyers in the room today and we also saw CMOs and GMs in Melbourne as well – that is an important part of the Collective and what we always said we would do and will continue to do.“

Northwood said it is important to get the information about the power of print out there to the broader market.

“We have a lot to do in our industry and we will do that, but we can’t just keep talking to each other about print. We want to get this information in front of the customers and get them engaged in print and understand how to use it and when to use it and optimise their investment. It is the responsibility of the whole of the industry – printers, agencies, publishers and brands – we are all part of one industry in media and that’s why we want to bring everyone together and the feedback has been great,” she said.

Check out our gallery of who was there: