Marketing Digital Services--Success Strategies
Educate the Client
Educating a client about digital printing is the most important task a printer has when it first meets with a customer. One of the most effective ways to drive home the message of digital printing is for them to experience it first-hand, states Petruzates. "It's really when the customer experiences it for himself that we get the 'Ah-ha' moment."
During its initial presentation, Padgett often includes logos, company pictures, as well as tries to integrate the company's mission or CEO's vision into the presentation. "On our first contact, we try to personalize it as much as possible—to show them that the presentation was designed especially for them," reveals Torok.
While the power of variable data often excites clients, printers need to remember that digital clients require more support in developing their variable data projects. "It's a matter of helping them to focus on what is the end result that they wish to achieve. And how are they going to best achieve that with the data they have," Petruzates notes.
Because of the complex nature of digital printing and one-to-one marketing, a printer needs to work much farther upstream in the creative process, states Torok. "Digital differs from the offset side in the sense that with offset we get involved to implement a project, whereas on the digital side we're the one showing concepts from the very beginning of the project cycle."
As a result, printers need to develop a working relationship with the visionaries within their client's company. "We need to get to the visionary in the company, someone who can make that brash decision and change the whole direction of their marketing campaign. If we were to wait until the project gets to the print buyer stage, then the visionary might not know about all the options they had to express that voice. So, we have to get upstream to help them see their options and can plan for them," says Petruzates.