I personally believe — and have seen the proof in action — that a relationship with limited, shallow, or non-existent dialogue, is a short-term relationship in which there is no winner. Dialogue needs to have a series of supporting and foundational components that include relevance, content and context.
Engagement is more than just dialogue or discussion or conversation. Engagement measures the relationship that the client or consumer has with the brand, via a simple formula. Think of the following: Engagement builds trust via the brand’s messaging, the media used, and the "product or idea" that the brand offers. When engaged to the correct demographics (critical need), you and your brand, as well as your printing facility, will benefit greatly.
There are short cuts to developing new business. You know that. There are no short cuts to becoming fully integrated. You already followed an integration process to make your business stronger — prepress, press, and postpress. You must now provide the same commitment to integrate your production and sales capabilities marketing, with your marketing/communications and business outreach.
After you have proved your relevancy, you need to consistently reinforce your relevancy, the relevancy of your product/service mix, and the relevancy of printing as an industry. Offering interactive tools, products, and services is critical. So is understanding how your target markets will need and use what you are offering to fulfill their communication priorities.
Did you answer the questions regarding relevancy I posed in my first article? How did you do? Are you — is your company — relevant?
To be relevant you need to know what is relevant to the marketplace/markets/verticals you plan to attract, support, or serve. Here are some "talking points" that connect directly to relevance. You should get to know them intimately, close up and personal.
This year my blogging efforts are taking a different tack. I will introduce an interactive blog, one that will provide answers to the questions “What is integrated marketing communications and media convergence?” and “How can you the media provider provide and profit from these interrelated and interlinked marketing solutions?”
Such a strange industry! Heidelberg and Fujifilm announce a collaboration, and most people I know within the industry did not even know about it. This collaboration is as much a manufacturing and idea convergence as media convergence is the future route to find consumers’ buying sweet spot.
To brew up your cauldron of success, start with a very deep examination of your skill set, your marketing program, your communications effort (yes, marketing and communications are different), and your ability to collaborate, inform, and educate your prospect or current customer.
If you have been a regular follower of this blog, you know I have been looking to redefine print for some time. Over the past 12 months, I offered several different definitions, none of which I really found to be "the" definition. So I decided to rethink the process and create, develop, conceive of a brand new characterization.
If your company is going to survive and prosper in this new world, then you may need to transform it into an app. Why? Apps are constantly being used and used again, and sometimes again and again, revised, changed, updated, rated, praised and condemned.
Media convergence is convergence of media across all media—many into one. The recent purchase of The Washington Post by Jeff Bezos is to me the starting line, the famous line in the sand of defining future media—converged media.
In his blog this week, Thaddeus Kubis shares his thoughts on the future of the printing industry, addressing consolidation, convergence, integration and interaction.
There are many faces to convergence and you cannot expect anyone to support your business if you do not focus on the customer and, in our fast-moving world, keep your customer close and informed. The NYU – Prism Award Luncheon, and Graphic Communications Scholarship Foundation (GCSF) and the APC–NYC Awards Event, are two examples of events that support the concept of customer convergence with a singular focus on the customer.
Listening is critical, understanding what you heard is also critical. But asking the correct questions, and understanding the needs of your customer and prospect base on a regular basis are the most critical of all. You may not like what you will hear, but at least you will be advised of any concerns before you discover that your customers have left the building.