Print Buyer Behaviors Impact Printers and Suppliers
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With the responsibility for print buying moving to the marketing department or to various business-line managers, it is increasingly difficult for the print sales representative to find the individual responsible for making those decisions. These new buyers need education as to the value proposition of print, when to use print-on-demand, opportunities from variable data promotions, and more. Out of sight, out of mind, print stands to lose even more market share. These new buyers perceive newer online media as ‘free’ or at least less costly than print—with no real data to support the actual ROI of that medium.
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