One of my recent posts talked about the myth, reality and truth of becoming a marketing services/cross-media provider.
I’ve just come from two industry conferences, the Vision 3 Summit and On Demand Conference and Expo, where I participated in a panel and heard presentations by companies playing in this sand box.
I had the chance to drill deeper into the discussion with my fellow panelists after the sessions ended. A couple of things stood out: First: another myth
. I am willing to bet that the number of companies/printers that are successfully making this transition (profitably) are far fewer than we may perceive based on what we read in the trade media.
Second: another truth
. The ones that are finding early success tend to be focusing on some vertical markets that they already understand and have been servicing.Third: another reality
. One does not successfully make the transition without changing company culture, investing in training and, in most cases, bringing in new talent who understand the market you are trying to sell.
Why should you care? This is not meant to discourage anyone from considering this transition, but rather to emphasize that it does take a certain commitment in time and resources. Moreover, it will require some investments that, in the short term, may actually reduce profitability. It also requires reaching outward for help and expertise that does not currently reside within the company, either in its management or current staff.
And that’s the truth!