Moving Beyond On Demand
Right or wrong, I have always considered the term “on demand” as one that printers needed to have as the correct reply to a customer’s question—fast presses, quick makeready, digitally enable services. Do you agree?
But what does on demand mean from the printers point of view? I know from research that manufactures ask printers what they need and what they see as the future, but few outside the marketing board rooms of the manufacturers get access to a broad field of answers. There are endless reports on the state of this and the state of that.
So let me open this blog up to the world of interactive communications. If you are a printer, a marketer, a creative firm or a consumer, what and how do you define the term on demand? What does it mean to you?
I, for one, think that printers need to take the lead in this quest for an answer since their neck is on the financial cutting block. In February, when I spoke at Dscoop6, Andy Paparozzi of the NAPL indicated that the printing industry lost about 26 percent of its commercial printer base over the past five years, with additional losses to come. Don’t you think it is time to ask those grunts in the trenches, those getting hit, to define the future as they see it?
Here—from my print-loyal but un-printer-shop view—are my thoughts, not in any specific order but just a list to start the discussion
• “Print,” as a term, needs a new definition. If you’ve read my past blogs, you’ll know I am a strong supporter of “customer centric communications.”
• What is print today and what will it be tomorrow?
• Is print, as I see it, to be an intricate part of the media convergence revolution?
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.