Kodak Shares Business Strategy Insights from Customer Roundtable
The panelists agreed that, once new services are in place, marketing those capabilities requires new knowledge and approaches.
“One of the biggest challenges in becoming a marketing services provider lies in continuously educating ourselves and our customers about things like the latest campaign components and how to measure ROI,” said Greg Shapiro, president, H.O.T. Printing & Graphics. “Our sales team attends MarketMover webinars, then shares information with agencies and customers through lunch-and-learns and similar events. We’ve also seen success with multimedia campaigns that promote our capabilities and expertise.”
“One of the first things we learned was how to sell a campaign or service versus selling a job. That was critical to becoming an advisor to our customers on their marketing campaigns,” added Radzis.
Educating customers about the vital role of print in today’s multimedia environment is imperative—a sentiment echoed by John Henderson, director of digital marketing services and technology, The Bureau.
“As an industry, we need to take every opportunity to remind marketers about how print can make their campaigns effective and we need to take every opportunity to demonstrate to customers that we are about print and a whole lot more,” said Henderson.
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Source: Company release.