Attleborough agency aiming to bridge gap between print and digital media

A marketing concept which bridges the gap between print and digital media - Clickable Paper - is being rolled out to new clients by a Norfolk creative design agency following a successful pilot project last year.

Attleborough-based Mashuni worked with Wroxham-based hire boat firm Norfolk Broads Direct to incorporate the technology in its 2014 brochure - and the trial proved so successful it is being used in a bigger way in its 2015 brochure.

Mashuni owner Andy Taylor explained that Clickable Paper works via a free downloadable app to offer an online dimension to a printed brochure, newspaper or magazine advertisement by linking it to multi-media content.

Using a smartphone or tablet to scan the relevant printed page, the software recognises all or part of that page and instantly takes the viewer through to the additional digital content which could be a DVD, Youtube video, website or call centre, effectively converting the casual viewer into a potential sales lead.

'It is about bridging the gap between traditional and digital media,' he said.

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In Norfolk Broads Direct's 2014 brochure, several pages used Clickable Paper with initial results proving impressive.

'Some 80 per cent of people who engaged with the Clickable Paper pages went through to the company's website and stayed on it,' said Mr Taylor.

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One of the most popular pages offered a 360-degree view of a particular cruiser, which took the reader from a printed page format to a multi-media tour of the boat to give a 3D insight into the on-board accommodation.

Mr Taylor said they were now seeking to share the technology with more clients and were incorporating Clickable Paper within their design portfolio as a standard module.

Barbara Greasley, a director with Norfolk Broads Direct, said: 'It bridged the gap between our traditional brochure and our website and meant that our potential customers could effortlessly discover so much more about the experience we offer on the Norfolk Broads.'

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