Superman, Ironman, Batman; all superheroes of yesterday! What makes me think that? Quite simply, anyone who follows the printing industry closely will know that a new superhero has recently entered the scene. PRINTCH – the self-proclaimed only superhero who can print – is the face of a new online print store and a new brand from Häuser Druck GmbH in Cologne. And it has set itself the task of bringing the enthusiasm for print products to a new target group with a good dose of tongue-in-cheek.
This target group primarily includes start-ups and young businesses for whom print is part of the advertising mix, but does not necessarily have to be the first choice – and who are therefore very price-sensitive. And since this target group likes things to be uncomplicated, but also wants to be entertained and is at home in the digital world, the creators of the online store printch.me came up with a superhero of their own. One who is deliberately not a muscleman, but one who impresses above all with charm, passion and plenty of humor.
The character of PRINTCH and his “mission” seem to have been well thought out – or at least the visual appearance of the new superhero, which is somehow a mixture of Hulk and Superman and for which an elaborate costume was even created, indicates this, as do the “places” where PRINTCH appears.
Guerrilla marketing for print
Because the target group is primarily at home on social media channels, that’s exactly where PRINTCH appears: on platforms such as Instagram, Facebook and TikTok. In small, funny but professionally produced video clips that either specifically address certain professional groups and products, tell anecdotes from PRINTCH’s life or focus on the online store’s value proposition. The special thing about it is that the slightly stocky superhero in the green outfit does not get lost in technical jargon, but deliberately addresses his potential customers with a casual, youthful vocabulary and thus meets them at eye level. This is unusual – certainly unconventional – and exciting at the same time, because the concept could well work.
PRINTCH has been whirling through the digital worlds for a good three weeks now and you can even now see how the follower numbers are increasing. Still on a small scale, but steadily. Of course, it should not be forgotten that this is a previously unknown and completely new brand that Häuser Druck GmbH is currently building up, especially in a market where it feels like there are already all kinds of well-known names.
But the superhero in green is already attracting attention – and not only in this respect, because the makers of PRINTCH are also applying their unconventional, colorful and modern approach to the website. It’s not just the colors that are striking – the approach is also refreshingly different for the printing industry and takes on a colloquial way of communication. Let’s see whether the term “printchen” can actually establish itself on the market.
Anything but ordinary
Anyone who claims that print is boring and dusty will now be proven wrong, because PRINTCH is genuinely fun and – most importantly – makes you want to print. Of course, the new online store printch.me still has to prove that it actually delivers what it promises. The product portfolio cannot yet compete with industry giants such as Onlineprinters or Flyeralarm. But Häuser Druck GmbH is clearly not concerned with this, as the entire campaign is clearly geared towards the desired target group in every detail, in terms of appearance, brand and language.
After all, it is no longer enough to “just” have great, innovative products – which don’t get us wrong, the printing industry undoubtedly offers – in order to shed the image of the “dusty medium of print”. But more is needed, namely a new way of communicating and advertising.
We will definitely continue to follow the development of the new superhero for the print industry with beyondprint.de.
My Take: With PRINTCH, the flashy website and the entertaining video clips, a whole – namely young – generation is getting a new, different approach to print and the advantages of printed communication. This was long overdue and is great fun! But does the print industry really need a superhero? I think: Absolutely!