Dana on Marketing Messages: Changing Role Of Print Buyers
Do Buyers Work with Printers Globally?
Most print buyers work with a variety of print providers, sometimes for different work, other times to spread the work around. Those we surveyed typically work with three or more printers, but usually between six and 10.
Those who spend less time working with printers are likely to work with fewer printers than those for whom print buying is an important part of their job function.
It's worthwhile to note that those who work with the most printers are more likely to work with printers close to home, while buyers who work with just a few printers are just as likely to go farther afield.
And despite the option of choosing printers anywhere in the world, most print buyers (69 percent of those surveyed) work with local printers. We defined local as within 50 miles.
Do They Use Web-to-Print Solutions?
The growth of online ordering systems has been one of the major changes in print buying during the past decade. Yet surprisingly few of our survey respondents use an online system to buy print: only a little more than a fourth of them, and only 6 percent most of the time.
We asked a few related questions about Web-to-print, including why respondents did or didn't use this technology. About a third of the buyers indicated that certain products are only available online. Slightly fewer responded that they buy simpler products online, but prefer to (or have to) buy complex products in the traditional and personal manner.
Do Print Buyers Care About Equipment?
Regardless of how well print buyers actually understand the differences between presses, the vast majority of buyers say that they're influenced by a printer's equipment list. A full 73 percent of buyers surveyed said the equipment list definitely influences their decision to work with a printer, while 23 percent said it did so "some of the time." Only 4 percent of the buyers surveyed said that equipment does not influence them.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com