Cross-media Services: Tomorrow’s Tools Today
The role of a printer is growing into strange, but necessary, worlds that, in the end, will help to reinforce the print aspect of the client's overall marketing campaign. And print does have a place...still, many companies are finding that place entails sharing the stage and letting different aspects of a marketing campaign complement and feed one another.
Michael Marcian Jr., director of marketing strategy for Landover, MD-based Corporate Press, notes that his company's cross-media offerings fall under the umbrella of "variable data communications strategies." They entail customized Websites, microsites, personalized e-mail campaigns, variable video, personalized direct mail and inbound/outbound telemarketing.
"We find every client, large or small, will benefit from building a profile on each and every one of its customers or prospects," Marcian explains. "This profile will allow us to upsell their current customers while understanding the needs of prospects, which should reduce the acquisition cost of adding new customers."
Cost justification is a key, Marcian notes, and when clients are willing to share transactional data, Corporate Press can provide an ROI analysis. Ironically, he feels it's far easier to sell printing when "the conversation is about everything but the printed pages. Ideas generate profitable print and, the more effective your ideas, the more you can charge for your time and output."
Corporate Press' marketing department, not sales, is tasked with conveying the value of a marketing program to a potential or existing client, according to Marcian. Once the proper point of entry (the person who influences the marketing budget) has been established and lines of communication have been opened, Corporate Press' marketing team works its magic.
For now, Corporate Press' shift isn't so linked to product as it is to buyer. "We've made a fundamental shift to build loyalty through intellectual resources, which are lost at the print buyer level," Marcian notes. "This approach doesn't hurt the relationship at the print buyer level, but the sale is made at the executive level. The majority of our new accounts has been generated by the new approach, rather than with selling the traditional price, quality and turnaround."