Marchand--Digital Investments - Production vs. Client Comm.
Perhaps more important, our access to data is exponentially increased. As a result, the speed and quality of our research work are substantially improved. The marketing communications—print and digital—that we develop for clients benefit in time and quality from the same capabilities.
Similar claims can be made for several printing companies located in some unexpected areas. I recently visited one in northern Vermont, and two others in southeastern Pennsylvania. All three companies have been as quick to install advanced communications as they have been to develop their digital production capabilities.
How printing companies interact with their customers often gets lost in the rush to adopt new production technology. Yet printing customers are often concerned about the ease and effectiveness of communication with their print providers. If good communication is self-evidently valuable for marketing and sales to prospects, it is often of even greater importance to your work with established customers.
About the Author
Jacques Marchand may be phoned at (415) 357-2929. His firm, Marchand Marketing, provides strategic consulting services, positioning and marketing communications to help companies in the printing industry increase sales. E-mail may be sent to firstname.lastname@example.org. Information about the firm's work for clients is also available on its Web site, www.marchand.com.
Remembering the Obvious:
- Our customers don't use e-mail.
- We have a close relationship with our clients. They prefer to be visited and phoned.
- Web sites are just glorified billboards.
- We're too small to afford a Web site and e-mail.
- Nobody's making money on the Internet.
There may be many good reasons for smaller and midsize printing companies to resist the use of digital communications, but none of the preceding refrains are among those reasons.
Lead your customers. Don't follow them. Get there before they do and then help them get on-line. The growth in the number of people using the Internet, at home and at work, continues to be exponential.