Cross-media Services: Tomorrow’s Tools Today
Customers utilizing Mosaic's cross-media services from stem to stern, not surprisingly, are the sophisticated, marketing-savvy clients whose databases have captured critical information far downstream from name/address data. The second wave constitutes what Zelepsky terms as "wannabes," who have started collecting detailed data toward that end and are picking Mosaic's brain for methods of obtaining downstream information.
Selling cross-media services has been an evolutionary process for Mosaic, and certainly not without its growing pains. The world of printing had been a comfortable, familiar one for sales and internal staff alike. Cross-media services has its own language and knowledge sets, which is intimidating at first. It wasn't a super quick study, but now everyone on Mosaic's staff can talk the tech talk.
"We had many frustrating conversations wondering what we were going to do to get us up to square," Zelepsky says. "Usually, you get several major projects, you share them among the sales team, and the light bulbs start going off. They say, 'oh my gosh, this isn't so bad.' It's now become part of our tools for selling."
Spend Money to Make It
He notes that the investment cross-media services entails is somewhat significant, covering the cost of a digital press, programmers, an on-site color engineer, software...and even more software. It's an ongoing investment in people and technology; software upgrades are required about every six months. Zelepsky estimates that Mosaic's five-year outlay totals "in the millions."
If the value proposition of cross-media needs to be explained to some print providers, then how many print buyers require a crash course? Leo Farrell, president of The National Group, located in Lafayette, IN, admits that his company hasn't really established itself in the cross-media realm yet. The company does provides PURLs, landing pages and e-mail blasts as a complement to its digital and offset printing capabilities.