It's a Singular Sensation

Most printers understand the concept of additive and subtractive color; the examples shown in the photo tab (to the right) are clear illustrations of both those print base concepts.

When a printer “sells” their traditional products and service mix, does it matter to the client if the additive or subtractive method of color reproduction is to be used? No, the client in most instances looks to the printer for that specific level of expertise. Yes, you will need to let the client know the end process since that may in some ways define the need and effect the price, but the technical aspects of the process are covert.

In this ever-changing world, the same issues regarding the color process need to be instilled into the client mind as they relate to the service or skill set the printer offers.

I call this service singularity.

Singularity to me is the future of the print process, a process that will make print distinct from others. Print singularity is a point where parallel lines (media) meet or where marketing and print services collide. If you agree that the main job of a modern printer is to gain market share and increase sales via the products/services offered to the client, then you cannot argue with this definition. If you think a printer will always be just a printer well, then you are simply wrong and have a bumpy road ahead!

A second and very powerful advantage of following a service singularity strategy is the ability to offer services that your direct client may not need but your client’s client can utilize. For example, if you are dealing with an agency or other creative group, you can offer them services that their client would find supportive, perhaps a data review or some audience related or postal cost saving service. If you are working directly with the end user rather then their client, their customer may need to be “touched” with other media besides direct mail.

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.

Need to find the correct mix and how to offer the mix? That is what I am here for thad@nakinc.com or (917) 597-1891.