Quad/Graphics' customer education efforts are highlighted in the current issue of Inc. Magazine (p.90) under the 30 classic examples of innovation from Inc. Inc cites Quad/Graphics' CAMP/Quad client education program which the company started in 1980. Inc states:
Meet the press Quad/Graphics is the world's largest privately held printing company, in part because of founder Harry Quadracci's decision to educate not just employees but also customers. In the 1970s, Quadracci began running printing seminars. Twice a year, 35 clients would gather at Camp/Quad to be enlightened about offset presses and color separation. The training helped Quad's customers be better at their jobs, which generated goodwill -- and more orders for Quad.
Quad/Graphics is not alone in its customer eduction programs (Let us know about your education programs in the comments).
Pictorial Offset Corporation in Carlstadt, NJ hosts marketers and print buyers twice a year for Pictorial University, an event that showcases industry trends, ideas and communication solutions.Sandy Alexander hosted marketing executives at the company's Clifton, NJ facility last week to demonstrate its one-to-one marketing capabilities. Attendees where educated on data management, digital printing options, customized imagery, geomapping and other advanced techniques.
Sandy Alexander partnered with Sappi Fine Paper North America, Mohawk Fine Papers, Inc., HP, and SuperColor Digital to co-host the event.
Now is a perfect time to provide education and training. As company's scale back marketing department in light of the current economic downtown many employees are tasked with new responsibilities which might include buying print media. If change hasn't happened within your customer's organization it never hurts to show the latest application of print communication and remind them how print plays an important role in an integrated marketing campaign.
What types of educational program have worked for you? Do you rely strictly on sales staff to keep your customers up to date on the latest trends and applications? If customer educational programs are not part of your marketing, let us know why not.
Discussion
By James Wamser on Apr 27, 2009
Educational seminars and training benefits both our clients and us. We have an Adobe Certified Instructor on staff that holds monthly seminars and provides on-site training.
We're a medium sized sheet-fed and web printer in the Milwaukee, Wisconsin area.
By Colin Jensen on Apr 28, 2009
I have told my employees that anything they find themselves explaining repeatedly, or any metaphors they use daily, should become an FAQ on http://www.ramprint.com/" rel="nofollow">the company's website. So the list of FAQs on the website can seem quite arbitrary, but customers continually mention that it is entertaining and robust, with articles ranging from "How big should the letters be on my banner" to "Should I put the U in honor on my wedding invitation?" We've created a popular customer education portal by keeping the tone colloquial and not patronizing.
By Mark Triller on Apr 28, 2009
We're a small local business in Vermont, so it's extremely important to keep our client base in-the-know. On top of regular face-to-face visits to address concerns or inquiries, we send out a monthly newsletter to discuss FAQ topics. They include links to useful blog entries, op-eds, and encourage dialogue with our customers. Love the idea of a FAQ on the website though!
By Michael J on Apr 28, 2009
It's all good. But, I think it would help to clarify the discussion to not call it "education" and perhaps call it informing.
"Education" implies greater specialized knowledge by the "educator." Plus my experience is that most people, after a sub optimal high school or college experience get bad vibes from "education." Informing on the other hand is something everyone loves.
I think it's the same problem we find in the school system. It's one reason that it's taking so long to get the "education" system fixed.
By Brian Regan on Apr 28, 2009
@Colin's website FAQ concept ROCKS!
By Thaddeus B. Kubis on Apr 29, 2009
Education is a key marketing model in today's word of corporate reductions. In many cases those left within a corporate marketing group may not be as experienced. We have been using a series of emails each of which focuses on a simple marketing topics.
Topics have included mobile marketing, sales support, use of Purl's and linking print to the internet. To date we have a nearly zero "opted out" rate and a 35%+ open rate.
We offer these tips as valued added benefits of our 29 years of experience. We limit the use of the word education, too many people see education as a process and have tired of that process.
By Michael J on Apr 29, 2009
Thaddeus,
I see from your website that your company does "Marketing that makes sense."
When you point out that "We limit the use of the word education, too many people see education as a process and have tired of that process." that makes a lot of good sense.
My only quibble is that it's not the "process" of education that people are tired of. It has more to do with the fact that very little real "education" happens. Mostly what happens for most people, is a process that means someone standing in front of a group, talking and chalking (ed jargon) or talking and powerpointing (in the world of "higher ed" and business)
Real education happens when kids learn, not when teachers teach. They learn best when they get useful information, then practice new behavior based on that new information.
By Nancy Hussin on Apr 29, 2009
As a print buyer I am approached frequently by print suppliers. Most have good equipment and the knowledge to produce a quality product. I always mention to new suppliers how important it is to me to keep expanding my print knowledge. Very few suppliers act on my request for help for continued print education beyond offering a tour of their facilities. It's nice to be given attractive samples, or that you remember what hobbies I like. But if you really want to get my attention, teach me something.
By Michael J on Apr 29, 2009
Nancy,
Thanks for weighing in. It would be great to hear from alot more folks on the buying side. Such a nice breath of reality.
The way many of my customers, back in the day, said the same thing...
"Tell me something I don't know." Like almost everyone they love things they don't know. They are irritated by hearing things they do.
By Harvey Halperin on Apr 29, 2009
beign an old timer i learned most of what i know by being alert, and asking questions along the mfg. process. then agian remember many of today salespeople are not tech people but smooth talkers. they perhaps do not truly understand the process themselves?
By Michael J on Apr 29, 2009
Harvey,
for salespeople it's just another version of the "not listening" problem. It's the young persons 'know it all" thing.
By Colin Jensen on Apr 29, 2009
Okay, enough complaining and half-ancillary sophomoricizing. What do you do to educate your customers? :)
I actually am checking back in because not 7 hours after I posted yesterday, I got a call from one of my managers who said, "We've had a woman on this self-serve PC for 30 minutes asking all kinds of questions about how to use auto-trace in Illustrator. Colin, we are not in business to give stuff away for free, including our time teaching cheapskates how to do what they should be paying us to do in the first place!" I'm kinda' of the attitude that teaching your professional prowess is a highly effective form of marketing, and since, as Michael said, most people won't really do what it takes to get it, it really only increases the number of people who give up and pay you to do it. I had a professor in business school that would always say, "I'm not teaching you to be accountants--I'm teaching you enough accounting so you'll be able to question a team of accountants and you'll never be tempted to 'do it yourself.'"
Talk amongst yourselves...
By Michael J on Apr 29, 2009
When she calls the answer might be, "wow that's alot to do without having really practiced it. If you like you can come over to my shop and watch my prep guy for a day or so to make sure you get it right. Or you can describe what you want, and my guy will do it for you. That will cost $100 for my guy to do it for tmw morning and no charge for you to shadow him for as long as you want.
Or you really should come to my seminar or go to the Adobe Seminar or the QUark seminar.
What would you like to do?"
My bet is you get the $100. If you don't it's not worth the trouble. If you do, what's bad?
By Michael J on Apr 29, 2009
Or you can do a goolge search on "how to do an autotrace" try it, then send her five or six links. Tell her to read them. Then do it. If she has any questions she can email them to you, and you'll send an email back. No telephone support. "It's too complicated to explain on the phone clearly."
Or if you have a FAQ On your website, send that link.
Or she can pay the $100.
I still bet you get the $100.
Discussion
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