As I was reading a white paper by Peppers & Rogers titled Relationship Marketing 3.0 Thriving in Marketing’s New Ecosystem I couldn’t help but notice the opportunities for printing companies to incorporate these tools in marketing ourselves and possibly offering it as a service to our customers.
I don’t think you will disagree that in today’s marketing environment, power has shifted from companies to customers. Most customers trust each other far more than they trust a company’s brand. The only way for a company to earn loyalty with customers is to develop an authentic and relevant relationship.
The article mentioned that most companies have acknowledged that mass communication techniques may not be as effective as they used to be. It further explained, “while many companies have begun to embrace 1to1 communications by tailoring messages and offers to different customer segments, this is no longer sufficient.” The addition of social networks presents valuable new reservoirs of customer intelligence for companies that can access and harvest the data. Peppers believes that even in these tough economic times, the business case for innovative relationship marketing programs is more compelling than ever.
An authentic relationship goes beyond knowing your customer’s name and address. Peppers & Rogers are encouraging companies to deploy “relationship marketing 3.0” in order to build trust and get “to understand all the spheres of influence” that affect customers.
Below is one of the survey results from the study that illustrates the various relationship marketing tools companies are using. As printers, are we leveraging these tools to different ourselves and establish authentic relationships with our most valuable customers? Do we see opportunities to expand our services offering beyond variable print, emails and purls?
[caption id="attachment_2595" align="alignnone" width="443" caption="Source: Peppers & Rogers white paper Relationship Marketing 3.0 (click for full size)"][/caption]
Discussion
By Patrick Whelan on Oct 16, 2009
Fantastic article!!!! Underscores the importance of engaging customers and prospects with RELEVANT communications. And print companies that are have 1:1 capabilities need to practice what they preach!
By Thaddeus B. Kubis on Oct 16, 2009
While I find this article very interesting I am concern that you are offering an advanced technique to an industry that has yet to fully embrace the earlier versions of Relationship Marketing. I also question the role the print provider has in driving this market. My experience has shown that while printers like the idea of additional revenue, the type of relationship marketing being used has little to do with the printer directly and more to do with the marketing sector.
It seems that the focus needs to be on the marketing enabler in concert with the print community. I have downloaded a copy of the report and plan to review in detail. Perhaps there will be more comments to follow.
It seems that the focus needs to be on the marketing enablalor in concert with the print communicty.
By Michael j on Oct 16, 2009
Thaddeus,
You make a strong point. The fact of the matter is that printers are manufacturers, not marketers. Manufacturing is quite hard enough.
The reason that printers have not adopted the "marketing services" mantra is not that printers are not "smart" enough to get it. It's because except for a very few, typically with direct marketing dna, it's the wrong message for printers.
Printers understand that producing a good product, on time within budget, day after day after day and protect existing margins is already a more than full time job.
Your suggestion of marketers joining with printers I would add joining with designers and other creatives - makes very good sense. The notion that printers can do it all does not.
By Brian Regan on Oct 16, 2009
@ Michael J
Except when printers buy marketing or design firms and add that expertise to their business portfolio.
By Michael j on Oct 16, 2009
@ Brian,
Fair enough. But for those that can't buy, affiliate or joint marketing or partner also should work.
Also, I think I've seen as many creative outfits clicking on printing than the other way round.
By Harvey on Oct 17, 2009
Here's. another opportunity for printers? Not so fast. If all you want to do is find something else to peddle, you're all missing the point. Relationships are built on exploration and by finding mutual topics that can work into a symbiotic relationship.If we've learned anything from the web.3 mechanism, it's that information is mostly given free. When a printer gets into marketing suddenly the only solution is print. Now, I will concede, from my own experiences, that print, when done right will capture attention and generate a positive emotional reaction, driving the experience to the frontal cortex, where it should be. But to deny the next communications level of internet participation is just not working for the needs of the client. Just the fact that printers embrace a web to print environment shows me they don't even want to communicate with their own clients or for that matter, their own employees. And you think you can make them "Marketing Services Providers?" Let's allow the evolution of communications to make obsolete what needs to be obsolete and stop dancing around the main issue. Most theories on mass communications still have roots in the 60's and have failed to generate any significant response rates since the 70's yet they are constantly foisted on unwary clients by creative people and printers who could care less if the client breaks even on a campaign. These legacy marketing tactics suck almost $30 billion a month out of this economy. You want to offer something to a client that comes with a guaranteed ROI or don't bother. And, by the way, you should be using it yourself to show the efficacy. This "do as I say, but not as I do" crap is what has put another nail in the coffin of the printing industry, and when I asked printers how much they spend on marketing, all I see is shrugged shoulders. If it doesn't work for you, why are you offering it to a client?
By Michael j on Oct 18, 2009
Harvey,
The really strong point you make is "If it doesn’t work for you, why are you offering it to a client?"
Back in dot.com days, we used to say you have to eat your dogfood. True then. Still true now.
By Brian B on Oct 19, 2009
As mentioned earlier, printers are not marketers and that is evident in the mere fact that so many printers are going out of business. Basic marketing strategy tells you to look at the market (even easier - YOUR CUSTOMERS) and see what it needs then tailor your services around that need, yet almost all printers want to be all things to all people. If printers would just stop and look at their client list, figure out why the buy from them, reposition themselves in niches and then have a laser focus on those opportunities, there could be a huge uplift in business. Without a focus on these activities (which means having a in-house marketing/business development person), things are never going to change. Printers...wake up and realize that the strategy of showing up at a client's office unannounced to get business is and has been dead and won't help in keeping that press room from being quiet. Printers are definitely not marketers and trying to become a MSP is not realistic without having executive buy in to offer something other than print, a marketing strategy to back it up and a focus on differentiating.
One last thought is imagine if just ONE printing company in a market decided to leverage these new technologies (cross-channel, social media, etc) for lead generation purposes, what a shift in market presence they could create. I mean who wouldn't want to do business with a leading edge printer now seen as a provider of Business Communication Strategies? Then again, you need reps that don't just call on print buyers to have any traction.
Discussion
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