The Most Important Product You Offer is not Print!

At least once a month, I speak on a variety of subjects such as integrated marketing, go to market strategies and international trade shows. Over the past 24 months, I have seen an increase in the “deer in the headlight” look from those who attend these speaking events. I have also read—via the many webinars I offer—questions that I wouldn’t have expected to be asked based on the level of the audience that attends my events.

This is not to say that those attending my events are not smart; on the contrary, their attendance of my events puts them in the very-smart category. Why? Well I think they have realized that the worlds of marketing and communications have changed so much that they can NEVER fully understand the new scale and scope and look to “trusted” sources (like me) to provide them with the information that will keep them in first place.

I am honored to have this audience.

These professionals are using their time at a most effective level by keeping themselves focused on the target and using sources like me as the sight to make sure they hit the target dead center!

You, as a print provider, enjoy a similar level of trust from your clients and, more importantly, have the intellectual capital to fully take advantage of this need.

Think about it. Media is converging on a number of different levels, the first being the type of media and the second is the choice of media. We went from a basic level of media choices (three or four) to dozens, and from selected media avenues to personalized and branded content.

New technologies are being introduced that may have a direct impact on the way you do business and the market seems to be looking to 2013 as a year that will be less negative for printing and related trades. All that is needed for you to gain market share is to provide clients information—the correct information!

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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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