It’s a Singular Sensation

Most printers understand the concept of additive color. Here is an example of this concept. (Images Wikipedia)

Most printers understand the concept of subtractive color. Here is an example of this concept. (Images Wikipedia)

In today’s world a printer and other service based industries need to understand these components and MUST be sure that their clients, both current and future have the perception that they the print partner can provide or offer as many of these components as needed. (Illustration 2013 Copyright Thaddeus B. Kubis)

Most printers understand the concept of additive and subtractive color; the examples shown in the photo tab (to the right) are clear illustrations of both those print base concepts.

When a printer “sells” their traditional products and service mix, does it matter to the client if the additive or subtractive method of color reproduction is to be used? No, the client in most instances looks to the printer for that specific level of expertise. Yes, you will need to let the client know the end process since that may in some ways define the need and effect the price, but the technical aspects of the process are covert.

In this ever-changing world, the same issues regarding the color process need to be instilled into the client mind as they relate to the service or skill set the printer offers.

I call this service singularity.

Singularity to me is the future of the print process, a process that will make print distinct from others. Print singularity is a point where parallel lines (media) meet or where marketing and print services collide. If you agree that the main job of a modern printer is to gain market share and increase sales via the products/services offered to the client, then you cannot argue with this definition. If you think a printer will always be just a printer well, then you are simply wrong and have a bumpy road ahead!

A second and very powerful advantage of following a service singularity strategy is the ability to offer services that your direct client may not need but your client’s client can utilize. For example, if you are dealing with an agency or other creative group, you can offer them services that their client would find supportive, perhaps a data review or some audience related or postal cost saving service. If you are working directly with the end user rather then their client, their customer may need to be “touched” with other media besides direct mail.

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.
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