In this episode of Printing's Alive, Warren Werbitt delves into the world of marketing in the printing industry with Gee Ranasinha. They explore the significance of trade shows like drupa for networking and financial justification, and debunk common misconceptions about marketing in the print world. The conversation highlights the importance of strategic marketing, standing out, and avoiding budget pitfalls. Ranasinha shares insights on transitioning from equipment-based selling to strategic marketing, empahasizing the power of storytelling and personal relationships. They discuss differentiation, trust-building, and the necessity of understanding customer profiles. The episode wraps up with practical business improvement steps and a proposal for future discussions.

00:00 Introduction and Guest Overview

00:58 Meet the Guest: Gee's Unique Marketing Perspective

08:28 The Importance of Trade Shows in the Printing Industry

13:46 Challenges in Print Marketing

15:00 Strategic Marketing versus Tactical Marketing

20:40 The Role of Marketing in Business Growth

25:51 Customer Experience Lessons from Amazon

30:05 Elevating the Printing Industry's Image

34:22 Defining Objectives in Marketing

35:56 The Importance of Strategy Over Tactics

37:55 The Role of Equipment in Business Strategy

42:04 Sales versus Marketing: Different Goals, Different Approaches

46:16 The Power of Storytelling in Marketing

46:53 Understanding the 95-5 Rule in Marketing

01:01:30 Building Trust and Differentiation in a Crowded Market

01:11:34 The Importance of Listening to Customers

To watch the video version of this podcast, click here.

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