2011 Is Looking Like a Good Year...or Is It?
It’s looking at the forest from a mile up, and everything looks fine. The big trees stand tall. But what we don’t see is that there is no growth down below. None of the nourishing sun reaches the floor. None of this supposed up turn in the economy has reached Main Street. And, unfortunately, we live on Main Street.
But according to the reports, things are going to be fine again. Apparently, all we have to do is is be patient. Good times are just over the horizon.
Recently I read a couple posts here by Carl Gerhardt, with the most recent being Monday’s. In his articles, Carl took the position that not all printers are set up to take advantage of the new communication world represented by social media, other online alternatives and 1:1 marketing. If you’ve read anything I’ve written over the last few months, you know my opinion on the necessity of change in our industry.
At first I wanted to post a Comment, but I decided to step back and look at things from the perspective of someone in the trenches—especially a smaller firm like those in the Carl’s Allegra Network.
I can only imagine that for a small printing company, adopting these new-age products and services must seem a daunting undertaking, if not outright insurmountable. To most owners of these firms, Facebook and Twitter are useless Internet things their children and grandchildren waste time on when they should be doing...well, anything else. And their opinion of Groupon isn’t much better.
Even if these owners saw merit in these new technologies, how to incorporate them in their workflow and revenue stream is another story completely. The time and effort just isn’t worth it. After all, things are going to get better aren’t they?