In the Marketing Powers Blog I wrote a blog called “The Print Service Provider (PSP) – Marketing Service Provider (MSP) Controversy.” For some print buyers and marketing professionals this is controversial, but for a few former printing companies it is a way of life. We have been saying for years that the value and volume of printing services alone is difficult to sustain. As a result, we recommend companies offer more value-added services such as design, variable data printing (VDP), large format, mailing, fulfillment, etc.
Which services to add depends on your customers and application mix. If you’re a long run book printer selling to a publisher, you might consider shorter run, on-demand books or manuals. If you’re a general commercial printer successfully selling to local retail stores, large format equipment and finishing for signs might make sense. If you’re torn between different options you should consider surveys that ask customers how their needs are changing. We offer two and they are fast and easy to do.
Another strategy is offering more marketing services. I work with companies in the process of making this transition. One of the first things I recommend is not just "talking the talk," you must also "walk the walk." That means if you want to create credibility you should demonstrate you can successfully use the tools and prove the effectiveness by measuring the success. That is the advantage of services that evolve from VDP to Purls and email marketing – the ability to measure the success of various database-based tools.
A powerful way to “walk the walk,” generate buzz and create a lead generation tool is by inviting customers and prospects to a seminar on the advantages of some hot new buzz word such as QR codes or cross media marketing. The most effective programs combine presentations by the senior management team, a recognized industry expert as well as technical and sales staff. Successful campaigns incorporate the tools to promote the seminar (variable data printing, emails, PURLs) and discuss case histories, vertical markets and the benefits.
Those are my ideas. What do you think?
Howard Fenton is a Senior Technology Consultant at NAPL. Howie advises commercial printers, in-plants, and manufacturers on workflow management, operations, digital services, and customer research.
Discussion
By Jerry Doane on May 20, 2010
I would agree with you that these are tremendous new opportunities for Printers. I would submit, however, that the transition to PSP and MSP is not an issue of adding new products and services, but rather represents a fundamental culture change for Printing Companies. If these new services and technologies are placed under the control of the traditional Print hierarchy, they will not be able to thrive because of the “Print Think” culture. There are two solutions; 1) develop the MSP business as an independent structure not controlled by traditional Print Management, and 2) acquire new personnel that have skills in the new directions in MSP although possibly little or no experience in Printing.
Discussion
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