The Most Important Product You Offer is not Print!
At least once a month, I speak on a variety of subjects such as integrated marketing, go to market strategies and international trade shows. Over the past 24 months, I have seen an increase in the “deer in the headlight” look from those who attend these speaking events. I have also read—via the many webinars I offer—questions that I wouldn’t have expected to be asked based on the level of the audience that attends my events.
This is not to say that those attending my events are not smart; on the contrary, their attendance of my events puts them in the very-smart category. Why? Well I think they have realized that the worlds of marketing and communications have changed so much that they can NEVER fully understand the new scale and scope and look to “trusted” sources (like me) to provide them with the information that will keep them in first place.
I am honored to have this audience.
These professionals are using their time at a most effective level by keeping themselves focused on the target and using sources like me as the sight to make sure they hit the target dead center!
You, as a print provider, enjoy a similar level of trust from your clients and, more importantly, have the intellectual capital to fully take advantage of this need.
Think about it. Media is converging on a number of different levels, the first being the type of media and the second is the choice of media. We went from a basic level of media choices (three or four) to dozens, and from selected media avenues to personalized and branded content.
New technologies are being introduced that may have a direct impact on the way you do business and the market seems to be looking to 2013 as a year that will be less negative for printing and related trades. All that is needed for you to gain market share is to provide clients information—the correct information!
Intellectual capital does not relate to the professional intelligence for printing—no, nano printing, stochastic, inkjet and other innovations are of little use for the average client. The real “Bong” is how your client can use this technology to make money; in short, print is commerce and commerce is print. Print is profit.
Most print providers, regardless of what segment of the industry they serve, have this intellectual capital to a degree that even they do not realize. And, they do not know how to use it!
Think about what you have. You have the delivery mechanism to engage a customer’s clients, make them respond, track that response, repeat the effort and, yes, offer a road map to profit for you and your customer.
Don’t sell you self-short when it comes to intellectual capital or IC for short.
Interested in more about Intellectual Capital? I have a two part, five-question test that can measure your IC level and also how well you can transfer that information to your customer base. Want to learn more? Thad.firstname.lastname@example.org
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.