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Thaddeus B. Kubis

Converging Technologies and Print

By Thaddeus B. Kubis

About Thaddeus B.

Thaddeus B. Kubis is an integrated marketing communications, media convergence, and experiential marketing evangelist.

A passionate believer in the integration of all online and offline media, inter-digital integration, unified communications, the measurement and ROMI of any marketing program based on results, Thad acts as profit advocate for his myriad of clients.
 

Luxe Pack 2013; Why Loans May be a Better Term; New Business, New Employees

 
Beginning with this blog, I will offer three topics per blog and keep them short and to the point. My research indicates that the seven-second rule (attention span) is in full effect. I can't promise to meet the rule, but brevity will be a key component of my future blogs. I will also include (when possible) the new business/media convergence/integrated marketing opportunity included in each story.

Luxe Pack 2013 packaging at its...
Interesting event, a number of traditional printers moving into the packaging space, not much new to offer but they have landed on the beach of package printing and the invasion has begun. Note, both IGGESUND and Neenah Paper offered defined packaging-related innovations with actual positive financial implications for the trade.

I did find it unusually interesting that of the printers I visited, not one offered a link to keep in touch via social media. Sure there were business cards exchanged, overly designed, poorly functional sales material, requests for my business card. But not one person asked “can we connect via LinkedIn or can I follow you on Facebook, send you a tweet, Pin you on Pinterest,” not a one!

Hey, packaging printer, if you have not heard, social media is a great tool to start the dialogue with clients/prospects to maintain and expand the engagement process and finally social media is a great CRM tool–CRM as in customer relations management, yes, that CRM. Social is just one more tool that printers MUST use on a regular basis to get their service offerings to a new media-defined marketplace.

Opportunity? You bet! Keep in touch with your prospects across the media they select and offer engagement options to phone calls, sales visits and e-mails. Packaging is social—it is interactive and touched based, is it not? Use media that is interactive and “touches,” use social media!

Client Payments—loans may be a better term!
Not sure if you read the Ad Age online news. Proctor & Gamble, the number one advertiser in the world, and package-goods giant Mondelez have announced extended payment terms to marketers, advertisers and others in the vendor supply chain.

The article states: “Still, all agencies fear extended payment terms could impact their ability to pay salaries to their staffs. They're also worried about the chain reaction it sets off as shops will be on the hook to pay their service providers, such as production companies, studios, and freelancers.”

"We're continually looking to drive efficiency and improve our processes on a global basis," said Mondelez in a statement. "Extending our payment terms allows us to better align with industry and make sure we compete on fair grounds, while simultaneously improving transparency and predictability of payment processes." The company noted the 120-day payment terms apply to all suppliers, not just agencies.

Opportunity? Not sure, you may be able to gain business by using Mondelez statement “drive efficiency and improve our processes on a global basis” as a new business mantra.” Give it a shot.

New Business, while supplies last!
My last blog generated a number of very supportive direct contacts. Nearly all agreed that the issue of real-world education is an immediate critical need for the health of the industry. The major difference dealt with the timing of the impact of the lack of “qualified employees.” Many stated that they are currently covered and will be for the next “few years” but others indicated worry, that in a very short time the current excess of trained employees will dry up and a massive hiring sink hole will appear.

A few very real industry experts indicated that within the next three to five years, the full impact of the employment sink hole would start to be felt. The solution: start developing options now. If you are working a new business development program and are successful—generating a 3 percent to 5 percent increase in new business—what will you do when you do not have qualified employees to support the business?

It is my opinion (based on research) that the future of equipment listings will be replaced by the CVs/bios of employees you hired. Why? The expertise of the future does not solely reside on equipment, it relies on what you and your employees can do with the equipment, and what extended services you can offer via your employee experience base. Clients will start to ask, so you better be prepared.

Opportunity? Yes, start including your firm’s listing of your vertical-specific employee experience on your Website and within your sales material.

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