Giants Satisfy Urge to Converge
I have been told from a variety of sources (true or false) that the need for printing in the future is not going to based on current “stuff” but will be more like the concept car ideas being offered by the big auto manufacturers. These concept cars contain a lot of neat, cool things, technological stuff not all of which makes it into that year’s production model. The term “future” is the key term here.
True or false, the sales effort will be very different. There will be no major marketing effort (brand awareness is contained in the installed base and the aging equipment within the installed base), though of course these new guys in town will be looking to install profit-based new equipment to fulfill their goals of controlling the manufacturing process from concept to the true end—consumer distribution.
True or false, targeting via a joint national sales team, the main effort driven by the two partners (or maybe additional partners waiting in the shadows to be added to the team, true or false) will focus on direct selling outside the printer community.
Why? Well, once not so long ago, a print equipment guru told me that most manufacturers see printers as being like those who never finish reading a book. They buy the book, read about 70 percent of the story line, and select the ending that best fits their need at the time (sort of an on-demand ending). Also, this guru stated that most printers do not have a long game; they are too focused on surviving the month to worry about the year or, per the joint release, the next the years. Corporations, on the other hand, always have a long game.
I think that the collaboration will look to in-plant type installations, offering this new product to those that they interviewed, those that assisted them in defining the new future of new print. Sure, if a printer is interested, well and good. They, too, can buy one or more of this new product, service and/or concept.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.