Stay on top of changes in technology – and the industry – with a monthly series focused
on trending topics. Industry data and marketing ideas included.
In a recent survey, 93% of participating print providers noted they had invested in software that supports variable data design and 65% had invested in software that supports email marketing, purl and micro-site generation and mobile barcodes.
If you’re thinking of expanding your services to better satisfy your customers, scroll down to learn how to make it work for you.
Dale Demski, president and founder of Data Management Center (DMC), shares what makes his service bureau different from other companies and how he partners with Ricoh to be successful. Ricoh helped grow the company and with the ability to do more intelligent printing through web, online statements, and color printing. Using Ricoh equipment and solutions, DMC was able to make its transactional documents easier for its customers to read, understand and receive payments quickly.
- Match media to the right vertical market. – Figure out how your core vertical markets are using their promotion dollars, and invest in technology that supports it. For example, the non-profit industry is one of the top users of direct mail, so any software solutions that make it easier for you to produce this collateral will have a positive ROI.
- VDP is still an untapped resource. – Many SMB owners site low rate of returns as the top reason to steer clear. But print providers know data is king when it comes to this simply executed marketing strategy. Invest in programs to create these pieces, and be sure to counsel your customers on the importance of clear data as the key to making it work.
- When selling the technology focus on the strategy, not the solution. – Whatever form your output takes, ultimately you’re solving a customer’s problem. Focus on how the technology fits into their marketing campaign and sealing the deal will be that much smoother.
Additional Using Technology Resources
Leveraging Technology to Offer New Services
The traditional print manufacturing business has become increasingly price-driven, and print service providers, those involved in manufacturing of commercially printed products, must discover new ways to overcome price pressures and boost profitability to their bottom lines. In turn, many firms are leveraging technology to offer new communications and marketing services that are complementary to print. These services include e-mail, personalized direct mail, and mobile marketing In addition, these services are of particular value to small and medium businesses, who face resource constrains in the areas of budget, time, and expertise. This analysis will outline why service providers should expand their portfolio of offerings beyond print, share insight into which small and medium vertical markets are embracing these new services, and provide recommendations for introducing technology driven services to the market.
Customized Communications: Market Overview
The average American is exposed to hundreds – if not thousands – of marketing messages daily. Although statistics n the number of messages actually delivered each day varies depending on the source, there is agreement among experts that message clutter is a painful reality for marketers. In this part one of six documents on customized communications you learn: \nThe terminology most commonly associated with customized communications; Why relevance in communication matters How to attract marketers; What the new marketing value chain looks like.