It's a Singular Sensation
Once you start to think in the singular sensation mindset, the doors to profit start to open. Message, your messaging, can now be defined by the targeted vertical and by the needs outlined by your client and YES not only limited to what you have been asked for. You can offer services above and beyond the RFP that will provide you with the needed differentiation desired. Pricing may not be a negative any longer!
Using an illustration based on the style in the photo tab, we can show that the center or customer circle is surrounded by the components that directly affect the sale. Clockwise, they are: Audience, Media, Relevance/Customer Centric, Data, Technology and Message. Yes, the modern day printer needs to offer each of the six listed components (there are many more to consider as well), but the percentage of those offering is directly related to the vertical they are attacking for new business that their customers want provided.
In today’s world a printer and other service based industries need to understand the components listed above and MUST be sure that their clients, both current and future have the perception that they the print partner can provide or offer as many of these components as needed. In fact my recent discussions with printers that have gained or lost business proves the point. The more you can offer (directly or indirectly) to a client in this singular moving world the more they can offer you, the greater opportunity available and the more business a printer will own.
If you want to call this print singularity, or service skill set singularity, it does not matter. Print has changed and will continue to change. Those print providers that adapt will profit; those who will not adapt or change will die on the vine of old business beliefs. It’s simple. Print is a will increase to be part of the future of marketing media convergence.
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.