Becoming a Strong Link in Chain of Communications
So as much as I agree on one hand with Margie Dana, that printers need not present themselves as something they are not, the research indicates that a printer to first survive and then grow must provide additional services to be looked at as a valued print source and as a valid communications partner.
For example, of those surveyed in both studies, many felt that most printers present the solutions that are linked and tied to the current level of printer’s equipment and skills, with little or no understanding of the potential customers actual needs. Printers seem to focus on their equipment lists, which can be viewed as a poor opening, as we have seen many marketers don’t care about equipment, they look for a solution.
The convergence of media is placing added pressure on the printer to become part of that integrated communication chain, both from a solutions providing aspect as well as offering tools that can provide the printer with added profit.
We have guided printers to become communication firms that offer supportive services and tools that can be used by both creative and marketing clients—not replacing the marketing firm, but providing the added value of expanded services. What the research shows is that a new chain of communication is being developed, which is led not by the printers and the equipment they offer, but by the ability of the printer to offer solutions that can be measured, repeated, tracked and provide a shorter delivery timeline.
Whatever name you may attach to this expanded service model matters little. The key is that a printer must modify their current model not to be like others, not to follow the call of questionable experts, but simply to provide a new and expandable profit base. It is the smart business thing to do.
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.