The following blog post was contributed by Kathryn Wyckoff, Marketing Coordinator at DME, Rob Carll, Director of Sales and Marketing at DME. Sales organizations are always looking for new and innovative ways to sell to current and potential customers. Marketing, of course, is a huge part of the selling process. But yesterday’s one-size-fit-all communication plan no longer resonates with Boomers or Generation X, Y, or Z. Savvy marketers are continually realizing the increasing ROI benefits of individualized and personalized communications. The marketplace is showing that sixty-three-year-old Fred is interested in different product benefits than forty-five-year-old Sharon, and twenty-two-year-old Chloe comes from a different world completely.  This evolution toward targeted, one-to-one messaging has the printing industry scrambling to catch up. Think about it … we now live in a world that allows us to have it our way in almost every aspect of our lives. The courtship between a business and an individual is no different. In fact, studies show that people expect advertisements to be targeted to them or they are likely looking elsewhere. In fact, 74% of consumers get frustrated when content appears to have nothing to do with their interests (Source: Janrain & Harris Interactive). You may know this in theory or from personal preference. So how does one put targeted messaging into practice? This is where variable-data printing comes into play. Traditional offset printers have always been able to add a personalized address label onto a static mail piece. Black laser overprint allows us to add a little more personalization. But how do you then take personalization to the next level? After all, that’s what marketers, and ultimately the buying public, are asking for. The solution is to personalize customer engagement with unique variable data. As you know, the high-level overview of variable-data printing is that a printer uses technology to drive the printing process. Using VDP software, a printed piece can now contain variable information in the form of different content and graphics. This eliminates the need for massive runs and makes it more economical to print truly individualized pieces. Likewise, VDP software can extend into automating the workflow and billing processes, thus eliminating the cost associated with these processes. These points alone are reason enough for a printer to invest in this technology, but what is a way to position it to a fulfillment customer? One way VDP technology can be utilized to its fullest potential is to have website visitors fill out a form for more information regarding the product or service. Within this form, the company not only finds out personal identifiers (name, address, etc.) but also requests a little more information on the visitor. The more you ask the more you...

The following blog post was contributed by Kathryn Wyckoff, Marketing Coordinator at DME, Rob Carll, Director of Sales and Marketing at DME. Sales organizations are always looking for new and innovative ways to sell to current and potential customers. Marketing, of course, is a huge part of the selling process. But yesterday’s one-size-fit-all communication plan no longer resonates with Boomers or Generation X, Y, or Z. Savvy marketers are continually realizing the increasing ROI benefits of individualized and personalized communications. The marketplace is showing that sixty-three-year-old Fred is interested in different product benefits than forty-five-year-old Sharon, and twenty-two-year-old Chloe comes from a different world completely.  This evolution toward targeted, one-to-one messaging has the printing industry scrambling to catch up. Think about it … we now live in a world that allows us to have it our way in almost every aspect of our lives. The courtship between a business and an individual is no different. In fact, studies show that people expect advertisements to be targeted to them or they are likely looking elsewhere. In fact, 74% of consumers get frustrated when content appears to have nothing to do with their interests (Source: Janrain & Harris Interactive). You may know this in theory or from personal preference. So how does one put targeted messaging into practice? This is where variable-data printing comes into play. Traditional offset printers have always been able to add a personalized address label onto a static mail piece. Black laser overprint allows us to add a little more personalization. But how do you then take personalization to the next level? After all, that’s what marketers, and ultimately the buying public, are asking for. The solution is to personalize customer engagement with unique variable data. As you know, the high-level overview of variable-data printing is that a printer uses technology to drive the printing process. Using VDP software, a printed piece can now contain variable information in the form of different content and graphics. This eliminates the need for massive runs and makes it more economical to print truly individualized pieces. Likewise, VDP software can extend into automating the workflow and billing processes, thus eliminating the cost associated with these processes. These points alone are reason enough for a printer to invest in this technology, but what is a way to position it to a fulfillment customer? One way VDP technology can be utilized to its fullest potential is to have website visitors fill out a form for more information regarding the product or service. Within this form, the company not only finds out personal identifiers (name, address, etc.) but also requests a little more information on the visitor. The more you ask the more you...

  Have you ever received a marketing message so on target it was almost like they were speaking directly to you? In an age where targeted marketing has become the norm, customers expect companies to understand what they need and help them move forward. If yours is one of the many businesses struggling to grow sales as a commodity printer, John Leininger has a piece of advice on how to get your foot in the door—51 pieces to be exact. A Professor of Graphic Communications at Clemson University for 28 years, John regularly presents at industry events around the country. After talking to many print and graphic arts professionals and getting to know more about their sales strategies, he was surprised by what he found. A number of these business leaders had little understanding about the important dynamics of their vertical markets. What did he do? He developed a hugely successful course at Clemson University that focused on sales prospecting. One of the assignments he had the student work through was to analyze 180 integrated marketing case studies. With the help of his students, he composed a list of 51 proven prospective sales objectives that you will be able to hear at the 2014 Print Leadership Summit. But first, here’s how he did it. Learning the ways of a Successful MSP John created a new course that taught his Clemson University students prospective sales strategies to sell targeted integrated marketing services in the graphic communications industry. With intense focus on using online tools to research potential customers, this class showed them how to understand a client and uncover new vertical markets to pursue. In other words he was preparing them to become successful MSPs. Uncovering the Answers His students read through a total of 180 PODI Case Studies. After analyzing each case, breaking down their main campaign objectives, and recording the overlaps, they came out with a list of 51 objectives. This list is pure ammo for print sales reps who research their customers and can now pinpoint the objectives to target their specific needs. It provides the ice breakers to open new doors and reach niche vertical markets. Some of these objectives your sales professionals can use include: 1.            Maintain and develop a brand image, both on a national and local level (different concerns for versioning and personalization at these two levels). 2.           Provide a completely automated system to create a print campaign online and automate the postal prep and mailing. 3.           Reduce the costs (by reducing time, effort, storage and waste) and improve turnaround time involved in producing and distributing marketing collateral and support documentation (through the use of a Web-to print portal or managed fulfillment services)....

  Have you ever received a marketing message so on target it was almost like they were speaking directly to you? In an age where targeted marketing has become the norm, customers expect companies to understand what they need and help them move forward. If yours is one of the many businesses struggling to grow sales as a commodity printer, John Leininger has a piece of advice on how to get your foot in the door—51 pieces to be exact. A Professor of Graphic Communications at Clemson University for 28 years, John regularly presents at industry events around the country. After talking to many print and graphic arts professionals and getting to know more about their sales strategies, he was surprised by what he found. A number of these business leaders had little understanding about the important dynamics of their vertical markets. What did he do? He developed a hugely successful course at Clemson University that focused on sales prospecting. One of the assignments he had the student work through was to analyze 180 integrated marketing case studies. With the help of his students, he composed a list of 51 proven prospective sales objectives that you will be able to hear at the 2014 Print Leadership Summit. But first, here’s how he did it. Learning the ways of a Successful MSP John created a new course that taught his Clemson University students prospective sales strategies to sell targeted integrated marketing services in the graphic communications industry. With intense focus on using online tools to research potential customers, this class showed them how to understand a client and uncover new vertical markets to pursue. In other words he was preparing them to become successful MSPs. Uncovering the Answers His students read through a total of 180 PODI Case Studies. After analyzing each case, breaking down their main campaign objectives, and recording the overlaps, they came out with a list of 51 objectives. This list is pure ammo for print sales reps who research their customers and can now pinpoint the objectives to target their specific needs. It provides the ice breakers to open new doors and reach niche vertical markets. Some of these objectives your sales professionals can use include: 1.            Maintain and develop a brand image, both on a national and local level (different concerns for versioning and personalization at these two levels). 2.           Provide a completely automated system to create a print campaign online and automate the postal prep and mailing. 3.           Reduce the costs (by reducing time, effort, storage and waste) and improve turnaround time involved in producing and distributing marketing collateral and support documentation (through the use of a Web-to print portal or managed fulfillment services)....

This blog was adapted from “Position Web Design Service in Your Print Shop” by Brent Weaver, CEO, uGurus. You can read the full article in the April, 2014 issues of Printing Industries of America: The Magazine. Brent is a featured speaker at the 2014 Print Leadership Summit, June 2–3, in Dallas. Did you know that between 2008 and 2013, global print revenue shrunk by 5.2%?   The rapid growth of digital is giving printers many more options. If contracting print margins are hurting your profits, it’s time to take action. If you’ve considered diversifying your business by adding digital services to your existing portfolio, you could be on the track to recurring revenue and greater profits. Some of the digital services you may want to offer initially for your clients are: Web development for company websites and e-commerce sites Supporting services like SEO and social media Marketing automation, including managed email marketing But, unfortunately, you can’t just add this new service and expect your customers to beat down your door for them. To avoid confusing customers when integrating digital, one of the important things to considerer first is your brand: How are you going to position these services externally to your customer base? That’s where we looked to the expertise of Web design pro Brent Weaver. The CEO of uGurus, Brent helps Web professionals build their business and consults with Web entrepreneurs. You’ll have the opportunity to meet him at the 2014 Print Leadership Summit when he presents “Selling the Online Business Ecosystem.” But for now, here are two smart branding options and his tips for how to position Web services without deterring or confusing your customers. Option 1: Add to your existing offerings Bundle print and Web services and advertise new services under your existing brand. Why this is a good option: A quick way to advertise without a large investment. Since your existing customers are already familiar with your brand, it’s an easy way to educate them about new services. Bundling services and advertising, “we do Web too!” is relatively simple for any size business to implement. What to watch out for: Existing customers may be confused by the change With a marketing message already focused on print, Web services may not sync with this message Option 2: Create a separate brand and offer Before you completely commit to a new offering, create a new, digitally focused brand even though internally you still do all the work. Why this is a good option New digital offering is separated from your brand’s primary offering Acts as a test for your new service before you fully commit Your existing internal team can manage the new brand What to watch out...