A New Vernacular: From Web-to-Print to Marketing Supply Chain Optimization

Published September 29, 2011

Oversights in the marketing supply chain are resulting in overspending and missed opportunities for making a real impact on the sales and demand process. While the economy is improving and marketing personnel are beginning to reinvest in demand generating programs, marketers are not in a position to ignore the waste that is being created by an unchecked and unmeasured marketing supply chain. This article outlines the components involved in delivering an optimized supply chain.

Do You Have a Mobile-to-Print Strategy Yet? It's Time!

Published September 22, 2011

Much like creating a Web-to-print site became integral for profitable service providers in the past, offering a mobile-to-print site will quickly become a necessity in the market of the future. Service providers will need to recognize the importance of design and usability between traditional and mobile sites. This article provides examples of Graph Expo vendors that are working to implement mobile-to-print solutions.

The Cross-Media Buzz at Graph Expo 2011

Published September 15, 2011

At Graph Expo 2011, software solutions were at top-of-mind for many of the printers participating in the show. Early adopters of variable data and cross-media solutions typically developed "home-grown" systems internally because the available solutions were limited, but this has changed. This article provides examples of two service providers who initially built their own solutions, but ultimately decided that a partner could enable them to focus on their core competencies.

Three-dimensional Mailers…Gifts that Deliver Response Rates for Marketers

Published September 8, 2011

Three-dimensional mail cuts through the clutter to get important messages out to clients and prospects. Although the cost to produce a dimensional mailer is more expensive than standard direct mail, the uniqueness of the mail item gets results that outweigh the costs of production and die-cutting. We explore this concept by looking at the dimensional mail marketing campaigns of Structural Graphics.

The Four "P"s of Cross-Media Selling

Published August 25, 2011

Selling a cross-media solution in today's market requires four critical attributes, namely Proactivity, Proficiency, Patience, and Performance. This article cites recent research from InfoTrends to outline the four "P"s of a successful cross-media sales approach.

Cross-Media Takes Hold: Learning from the Leaders

Published August 18, 2011

In July 2011, InfoTrends published a study of more than 280 print/cross-media service providers to understand the current state of cross-media in the graphic communications market. The statistical data highlighted eight key critical success factors for those making the move into cross-media marketing. This article shares key findings from businesses that have already started the cross-media journey.

Don't Commoditize… Learn from the Leaders!

Published August 11, 2011

Printers have historically undervalued their services due to a manufacturing mentality. They operate under the labor theory of value, which states that the value of a service is determined by the amount of labor used in its production. Because marketing and cross-media service providers are offering a different portfolio of services, there is an opportunity to change both the structure and approach to pricing and be rewarded for value-add.

Leveraging Acquisitions to Accelerate the Pace of Cross-Media Adoption

Published July 28, 2011

Rather than building skills internally, firms are aggressively buying expertise to strengthen their offerings and/or add services. Larger firms have begun to purchase smaller organizations that already have made the transition to cross-media. The acquiring firm buys the best practices, expertise, and a book of business, while the acquired firm has access to a larger resource pool. This article highlights some recent examples reflecting this trend.

Cross-Media Services: It Takes Marketing and Business Development Focus

Published July 21, 2011

Firms that are successfully delivering cross-media marketing services are investing time and resources in marketing and business development. Citing recent research from InfoTrends, this article outlines how savvy print service providers are responding to today's evolving print industry. It also provides examples of companies that are successfully positioning themselves for future growth with cross-media services.

Zebra Print Solutions: Solving Customer Problems

Published July 7, 2011

James DeSena's book The 10 Immutable Laws of Power Selling: The Key to Winning Sales, Wowing Customers, and Driving Profits through the Roof Today provides strategies for producing high-volume solutions and creating lasting customer relationships. Zebra Print Solutions provides a real-world example of how to enact these policies. Citing an interview with Patrick DiLeonardo, President of Zebra Print Solutions, this article explores the procedures in DeSena's book and how Zebra Print has been able to apply them to its business practices.

Print Service Providers: Redefining Business Blueprints

Published June 30, 2011

David Thomson’s book entitled Blueprint to a Billion: 7 Essentials to Achieve Exponential Growth researched all the American companies that went public after 1980 and grew to produce revenues of over $1 billion. Success in today’s market involves targeting customers with the right benefits bundle, delivering these benefits effectively, and delivering services that offer emotional as well as functional benefits. Citing recent research from InfoTrends, this article explores how print service providers are redefining their own business blueprints.

Market Transformation: Print Service Providers and In-Plants Step Up to the Challenge

Published June 23, 2011

Making the transformation from a print service provider into a cross-media and marketing service provider requires business repositioning, innovation, and redefinition of the overall value proposition. Service providers are working to gain a solid understanding of the next phase in the cross-media value chain as well as the implications for their businesses. Citing recent research, this article discusses how savvy service providers are reinventing themselves as they strive to meet marketers’ needs.

The New Value-Add Equation

Published June 9, 2011

With today's generation of high-tech consumers, the use of a multi-media strategy is essential to better communication. In an environment where consumers are "always on," marketing executives must fashion advertising and marketing that is anchored firmly in relevance, interactivity, and measurability. This article provides a look into some of the firms that are stepping up to the challenge of becoming true cross-media partners.

QR Codes: A Reality for B2B Marketers

Published June 2, 2011

Although they first gained popularity overseas, QR codes are now becoming popular in the United States. This is particularly the case for marketing applications. As is the case in the business-to-consumer (B2C) market, QR codes can be used to bridge the gap between print and mobile in the business world. This article discusses how B2B marketers are leveraging QR codes to expand their reach and improve their return on investment.

Data-Mail, Inc.: Success = Full Service Plus Innovation

Published May 26, 2011

Founded in 1971 by Andy and Joyce Mandell, Data-Mail has evolved into a full service print and mail processing company. One of the key principles in the establishment of the company was full service from a single source. This article provides an overview of Data-Mail’s capabilities, technological investments, and campaigns.

Reaching the Next-Generation CMO

Published May 12, 2011

During the second quarter of 2011, executive search firm Russel Reynolds highlighted the emergence of next-generation marketers who are expanding beyond traditional marketing to span areas such as digital, mobile, and social marketing. This article outlines how executives in the printing industry can support tomorrow's marketing executives and help ensure their own success in the future.

QR Codes Are Everywhere!

Published May 5, 2011

Statistics from Mobio Identity Systems, Inc. show that QR code scanning is becoming increasingly popular among U.S. consumers. Magazines, retail establishments, and industry vendors are also beginning to adopt QR codes to entice people into using their mobile phones to interact more deeply with advertising. This article provides compelling statistics and discusses how companies of all sizes are leveraging QR codes to expand their reach.

Mercury Print Productions – Learning Lessons about Educational Publishing

Published April 28, 2011

Digital technology has disrupted and transformed the established teaching and learning paradigm. Today’s students are captivated by the personalization and socialization of online tools - the ability to build large networks of friends; share their thoughts, feelings, and goals; and communicate as they wish. Digital tools are having a tremendous impact on the educational publishing market. This article discusses how Mercury Print Productions is addressing today’s changing market dynamics.

Books are Not Dead… The Digital Print Opportunity Abounds!

Published April 7, 2011

There is a new value chain for book publishing. Instead of trying to guess about print runs (especially in the face of e-books), major publishers are simply printing books on demand. Authors are using this model and selling their creations directly to the public. This has caused the market to become considerably more unpredictable.

Marketing Automation: Adding Science to the Art of Marketing

Published March 31, 2011

Marketers of all sizes are seeking providers that can create automated programs to welcome new customers, cross-sell and up-sell to existing customers, nurture new leads, increase customer satisfaction, and win back customers. Fundamentally, these marketers want to add science to the art of marketing. This article provides examples of companies that are currently focused on driving marketing automation.

Print plus mobile brings awareness and engagement

Published March 24, 2011

Brands, agencies, and traditional media marketers are finding innovative ways to utilize mobile barcodes as an effective means of passing product information in-store, bringing static ads to life, and engaging customers through contests or loyalty reward systems. This article considers some of the things that successful marketers are doing to optimize the print/mobile customer experience.

Making Ideas Happen… It’s About Leadership!

Published March 11, 2011

In 2010, Scott Belsky published a book entitled Making Ideas Happen. In last week’s article, Barb Pellow discussed how the recent Dscoop6 conference provided a demonstration of Belsky’s ideas in action. This article explains the dynamics required to make ideas happen. It also details how executives from companies like Tukaiz and Frecklebox are leading by example.

Making Ideas Happen… It’s About Community!

Published March 3, 2011

In 2010, Scott Belsky published a book entitled Making Ideas Happen. The premise for this book is that anyone can develop the capacity to make ideas happen. In this article, Barb Pellow discusses her experiences from the recent Dscoop6 conference and explains how the event provided a demonstration of Belsky’s ideas in action.

Seize the Data and be Relevant!

Published February 17, 2011

Generating relevant marketing communications generally means creating personalization or customization for potential customers. Print and marketing service providers that are successfully participating in the more lucrative data-driven marketing value chain have four common traits—culture, people and processes, data, and technology. This article discusses the importance of these traits and includes examples of companies that are profiting from data-driven marketing.

Cross-Media Services… Beyond Personalization

Published February 10, 2011

Customers are clearly in control of the media they consume. Mobile devices, iPods, DVRs, and the Internet have changed marketing forever. Effectively utilizing cross-media communication and giving prospects a variety of ways to respond can have a dramatic impact. Media dynamics are changing and we’ve covered how businesses are taking advantage of this evolution.

Allegra: Retooling its franchise network with Marketing Central

Published January 27, 2011

This article provides a case history of the Allegra Network, a Michigan-based company that began franchising in 1977 and launched its franchise brand name in 1996. The Allegra Network is embarking on an aggressive plan to help its members evolve into cross-media specialists and marketing service providers who also excel at the delivery of print.

Eleven New Year’s Resolutions for 2011 to Add Value (and Profit)

Published January 13, 2011

It's a New Year, and we all know what that means... resolutions! Deciding what we want to achieve is easy, but actually reaching our objectives can be quite challenging. This article outlines eleven value-added strategies that graphic communications service providers can consider for additional success in the year ahead.

Christmas is Coming and So is Mobile Marketing… Get Ready!

Published December 16, 2010

Retailers are working to combine the power of mobile and print as they attempt to convince consumers to shop with them. They can get the word out about holiday sales via print, SMS, the mobile Web, and branded applications, while brands can use various forms of mobile advertising to achieve their holiday-specific goals. This article provides examples of several retailers that are using mobile marketing to increase their reach.

Cross-Media Communication: It’s Not Just Buzz, It’s Your Future!

Published December 9, 2010

The formerly manageable world of marketing that primarily used print and mass media has exploded into countless choices related to cross-media communications. Marketers can now successfully engage their customers to achieve higher brand awareness and consumer ownership of their brands.

Deinking… What Does It Mean to the Environment?

Published December 2, 2010

Recovered paper is currently one of the most important raw materials in paper and paperboard production. To keep products other than cardboard and packing paper lightweight, the ink must be removed during recycling. As such, most recovered paper undergoes the deinking process. In October 2010, INGEDE News reported issues with HP’s deinking processes. WTT Contributor, Barb Pellow, had the opportunity to interview Nils Miller of HP. This article discusses the specifics of the interview and provides HP’s perspective on the INGEDE piece.

Building an Innovation Platform

Published November 18, 2010

This article discusses how Apple’s iPad has created a scalable technology platform for growth where the end customer becomes loyal and continues to invest in new applications. It also strikes a comparison to Mail Print’s Web services platform, which has created new ways of doing business and a growth platform for new offerings, applications, and services.

Personalized Packaging Brings Sweet Success

Published November 11, 2010

Irongate Digital of Derby, U.K. has used its Web-to-print and digital color printing expertise to develop personalized chocolate boxes to catapult its clients’ candy sales. Irongate leveraged its existing technologies to enhance the value of print for its customers. WhatTheyThink.com caught up with them and assembled some recommendations for print service providers that are hoping to expand their Web-to-print offerings into packaging applications.

Pulling the Trigger: Marketing Service Providers Are Stepping Up to the Challenge

Published November 4, 2010

To send timely messages, marketers must have a clear understanding of the customer’s situation so they can generate the best event-based marketing activity. This is where something called trigger-based marketing comes into play. Trigger-based marketing works on the premise that you communicate with your customers at the precise time when they have a high propensity to purchase. This article provides information on two companies (RT Associates and Associates International) that are stepping up to the challenge of trigger-based marketing.

Pulling the Trigger: Bringing the Right Message to the Right Person at the Right Time

Published October 28, 2010

While marketers are doing a better job at getting the right message to the right person, it is becoming increasingly important to send that message at the right time. Sending timely messages requires marketers to have a clear understanding of the customer’s situation so they can generate the best event-based marketing activity. This article discusses the concept of trigger-based marketing and also provides some examples of common triggers.

Lessons from a Visionary: An Interview with Mike Panaggio

Published October 21, 2010

A visionary leader anticipates challenges and growth opportunities before they happen, positioning people to produce extraordinary business results. Real visions can lift organizations into the higher realm of new possibilities. In some ways, true visionaries spread the seeds of their visions so that those possibilities might take root in their organizations. A few weeks ago, I had the opportunity to interview DME Founder Mike Panaggio. This article outlines Mike’s predictions about the future of the communications industry.

Marketing and Innovation: A Lesson from Peter Drucker

Published October 14, 2010

Peter Drucker, the father of business consulting, stated that the business enterprise has only two basic functions—marketing and innovation. This article discusses how print service providers can leverage Drucker’s advice to improve their businesses. It also provides real-world examples from DME, Sandy Alexander, and the University of Iowa.

The Attendee Perspective: Why They Were at Graph Expo

Published October 7, 2010

Over the past several years, trade show attendance has declined due to economic downturns. Organizations are trying to do more with fewer people, which makes it all the more difficult to get away from the office to attend an event. Much of the product information that we used to get from trade shows is now available at your fingertips via the Internet. Barb Pellow took the opportunity to ask a number of people why they were at Graph Expo 2010 and to determine their specific areas of interest. The message was that attendees came to learn, listen, and network.

Graph Expo: Seek the Solutions that Deliver Change

Published September 30, 2010

Graph Expo 2010 (October 3-6 at McCormick Place South in Chicago, IL) represents an opportunity for print service providers to re-evaluate and re-assess their businesses. While this year’s event will certainly feature exciting equipment upgrades, enhancements, and new digital and traditional devices, savvy service providers will focus on solutions. This article provides an overview of just a few of the announcements that are designed to help service providers reduce their costs or grow their businesses.

Reaching Consumers in the "Always On" Era

Published September 23, 2010

The number one challenge that today’s marketers face is reaching consumers. Seismic shifts have dramatically altered the landscape, and marketing executives are entrenched in an industry that is markedly different from what it was just a few years ago. Shifts have occurred in how, where, and even if customers are receiving specific messages. This article considers how communication has evolved and discusses the cross-media marketing opportunity.

Digital Packaging... When Quality Counts

Published September 16, 2010

Few management philosophies have influenced the business world as widely as quality management. Quality management is designed to tap the potential, abilities, skills, and knowledge of the workforce. The quality revolution claimed many names in its heyday, including Total Quality Management (TQM) and Continuous Quality Improvement (CQI). The most widely known quality expert at the time was Dr. W. Edwards Deming. This article discusses how Mid-York press evolved by embracing Dr. Deming’s quality management philosophy.

Books Are Going Mobile!

Published September 9, 2010

Although there has been a lot of buzz about devices like the Kindle and the iPad displacing printed books, savvy publishers have identified opportunities for making printed books more interactive. This article discusses the concept of incorporating QR (quick response) codes in books, provides examples of publishers that have already begun doing so, and highlights the market opportunity.

Mobile Meets Outdoor Advertising and Signage

Published September 2, 2010

Thanks to the internet and smart phones, as well as tools like QR codes and text messaging, one of the oldest ad media is becoming interactive. In her current article, Barb Pellow explores the interactive features that many companies are using to enhance their billboards and outdoor signage. She provides many real world examples that range from educational to purely promotional.

Consumer Packaged Goods - Blending Mobile and Print to Drive Business

Published August 26, 2010

Due to the growing significance of electronic media, packaging is being integrated with mobile technology to drive sales. Consumer Product Goods manufacturers are beginning to incorporate mobile messaging into their packaging graphics and print advertisements to engage consumers. This article discusses why it makes sense for marketers to incorporate mobile messaging into packages. It also provides examples of companies that are currently engaging in this practice.

New Media... More than Hype!

Published August 19, 2010

Marketing has evolved, and today’s marketers must use both new and traditional media channels to effectively engage their customers and prospects. It’s time to get rid of the gimmicks and utilize technology effectively. This analysis discusses how Hotels.com leveraged new and traditional media to drive results and improve its bottom line.

SMS Text and Print… Reaching On-the-Go Consumers

Published August 12, 2010

SMS text messaging has emerged as an effective and measurable engagement tactic that marketers can use to power a variety of programs targeting sales, loyalty, and brand awareness. The nearly universal reach of text messaging makes it a tremendous platform for reaching and engaging on-the-go consumers. This article provides examples of marketers that are using a mobile call to action to establish a digital opt-in relationship with their existing customers and prospects.

Print and Mobile… Better Together

Published August 5, 2010

Mobile media devices have become a primary source of portable media from which we can obtain information and communicate. This article highlights some recent examples of companies that are combining print and mobile technologies to create added value.

Lean and Mean: A Case Study in Remaining Competitive

Published July 29, 2010

Today’s printing environment is seeing shorter production cycles, diminishing run lengths, and an increased emphasis on versioning and variable data. The ability to respond quickly to varying customer demands requires the use of manufacturing production techniques and systems that can be reconfigured on the fly. This article discusses the lean manufacturing techniques that printers might utilize in today’s marketplace. It also provides background on RT Associates, who implemented lean manufacturing in 2008.

Hitting the Bulls-eye with Target Marketing

Published July 22, 2010

Today’s successful print service providers are finding was to target the consumers that truly need and want their services. Your target market is the bulls-eye at which you want to aim all of your marketing efforts. This article discusses the benefits of target marketing, considers different strategies, and highlights a few companies that are successfully targeting certain markets.

Market Positioning (or Re-Positioning) in a New Media World

Published July 15, 2010

Print service providers have historically not spent a lot of time positioning—much less re-positioning—their firms. During a prolonged recession, however, the business approaches that worked during a healthy economy will often become ineffective. When this happens, it becomes necessary for a firm to change its positioning. This article offers an overview of the strategies that print service providers can use to reposition themselves and also provides key examples of vendors that have effectively transformed their businesses.

It’s Time to Revisit your Marketing Plan

Published July 8, 2010

Rather than focusing on cost cutting measures, aggressive firms are now seeking revenue growth opportunities to improve their bottom lines. The starting point in this process is the creation of a good strategic marketing plan. This document outlines strategies for revisiting your marketing plan and also explains why now is the perfect time to make a change.

Marketing Services, 2010-Style

Published July 1, 2010

As consumer media consumption patterns continue to change, marketers are shifting their budgets from traditional to new media at a rapid pace. As the budget shift continues to digital media channels, marketers will be seeking partners that can provide expertise in execution. With limited resources, outsourcing is the only choice for many. This article discusses how marketing service providers can capitalize on this opportunity.

Selling to SMBs…Process Automation, Not Print

Published June 24, 2010

The small and medium-sized business (SMB) market provides an exciting sales opportunity for print service providers. For those interested in capitalizing on this opportunity, however, SMB marketing requires a unique selling approach. Treating the non-homogenous SMB market as a single entity will result in failure. This document discusses some strategies that services and solutions providers can implement to successfully reach this complex market.

Your Mobile Marketing Strategy: Where Does Text Messaging Fit In?

Published June 17, 2010

Mobile marketing is becoming a popular segment of multi-channel communication campaigns. With the rise of mobile device users, new marketing opportunities are opening up for marketers and service providers. What is your strategy for participation?

In-Plant Managers Dream in Color at IPMA Conference in Albuquerque

Published June 10, 2010

Barb recently had the opportunity to participate in IPMA’s 2010 Conference themed “Dream Color” in Albuquerque, New Mexico. While there, she interviewed IPMA President John Sarantakos and Past President Debbie Pavletich to discuss the challenges and opportunities facing today’s in-plants. This article considers industry opinions on the issues that in-plants will face throughout 2010.

Value Innovation and the Blue Ocean

Published June 3, 2010

In the international bestselling book entitled Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, the authors assert that a “blue ocean” strategy is about creating uncontested market space by simultaneously pursuing differentiation and low cost. Too many companies are swimming in the “red ocean” of bloody competition, where there is limited room for real growth. This article provides a brief description of some businesses that are seeking their own blue ocean.

You can't manage what you don't measure

Published May 27, 2010

In this analysis, Barb addresses the challenges that marketers face to show how profitable ad campaigns can be. She provides examples of companies that were able to achieve the goals of their current clients, but also measure the success of their ads to strengthen their position in the marketing arena.

Photobooks Meet Facebook

Published May 20, 2010

In this analysis, Barb takes a look at the impact of social networking Websites on printed photos and photo merchandise. She also provides examples of companies that are evolving their methods and creating photo applications for social networks to maintain revenue and attract potential customers.

Photo Merchandise is the Gift that Keeps on Giving... Profitably!

Published May 13, 2010

Photo merchandise items such as photo greeting cards, photo books, and photo calendars have caught the attention of consumers and retailers alike. Consumers like photo gifts because they are thoughtful, emotional, and can take the place of more expensive merchandise. Retailers like photo gifts because they command a higher price than traditional photo prints and represent a growth market. This article discusses how Fullerton Photographics, a photo lab and studio in California, is using photo merchandise to increase its profits.

If You Haven’t Done It, Why Not?

Published May 6, 2010

Production digital printing technology was introduced to the market 20 years ago. The Xerox DocuTech was introduced on October 2, 1990 and its major competitor was the Kodak Lionheart. Since then, a plethora of new products have made digital printing more affordable and colorful. This document discusses six compelling reasons for investing in digital color printing.

2010 CMO Outlook: Intentions and Investments

Published April 29, 2010

This article provides a brief overview of the CMO Council’s 2010 Marketing Outlook to assess the trends in strategic marketing progress and performance, the marketing plans of influential organizations, and the priorities and intentions of industry leaders. It outlines the key goals and strategies for marketers while also discussing the implications for print service providers.

Reynolds DeWalt: Playing in the Blue Ocean

Published April 22, 2010

Instead of dividing up existing (and often shrinking) demand and benchmarking competitors, the blue ocean strategy is about growing demand and breaking away from competitors. This article discusses how Reynolds DeWalt, a cross-media communications company, is striving to do just that.

Mediaware: Making a Difference with Digital Packaging

Published April 15, 2010

Digital printing is the same technology that has been used by commercial printers, in-plant shops, and corporate offices for quite some time. In industrial printing, however, the technology is just starting to transform packaging design; inventory management; and the ability to respond rapidly to changing design, brand management, and regulatory requirements. This article provides a brief overview of how Mediaware leveraged the digital packaging opportunity through an agreement with Microsoft.

The Rapid Adoption of Mobile Technology and the Implications for Marketing

Published April 8, 2010

With the increased focus on interactivity and multi-channel communications, marketers want to integrate online media with documents to enable a cohesive and unified marketing tool. We are beginning to see an increased emphasis on QR (quick response) codes. This article discusses how mobile marketing will take center stage in 2010 and beyond.

Capitalizing on the Photo Merchandise Opportunity

Published March 25, 2010

The new revenue potential within the traditional photo printing market is decreasing, but photo merchandise transforms those digital photos into dollars for service providers. This article provides a brief overview of the current photo merchandise market and includes some recent survey data to highlight the opportunity.

Packaging… The Next Major Analog-to-Digital Opportunity (Part 2)

Published March 18, 2010

Packaging is a key opportunity for the digital printing market. The global packaging industry is still in the beginning stages of adopting color digital printing as a key tool, which means there is big opportunity in digital packaging print. This article explores the top nine drivers for double-digit growth in the packaging arena.

Packaging: The Next Major Analog-to-Digital Opportunity

Published March 11, 2010

Packaging is the material surrounding a consumer item that serves to contain, identify, describe, protect, display, promote, and otherwise make the product marketable and keep it clean. Packaging is also a key opportunity for the digital printing market. This article highlights the opportunities that digital printing technology can bring to this market.

Marketing Communications: Making Customers

Published March 4, 2010

he primary goal of marketing communications is to build awareness of a business, its products, and its position through customer-facing materials such as brochures, press releases, Web sites, and trade show presentations. Marketing communications can transform non-customers into customers or get existing customers to buy more or purchase new products and services. Successful print/marketing service providers have integrated marketing communications that reinforce their messages with target audiences and motivate customers to buy using multiple marketing channels.

B2B: It’s A Social Opportunity!

Published February 25, 2010

Buyers are embracing social media, and the tools and possibilities for collaboration continue to improve. As a result, social media is becoming a critical channel for print/marketing service providers to help buyers find one another and market to them. This article provides a brief overview of some recent social media initiatives and offers examples of companies that are getting into the game.

I Want MY Book!

Published February 18, 2010

The custom book market offers tremendous opportunity for a number of different constituencies, including creative content providers, Web publishing solutions, and print service providers. The combination of more affordable high-speed digital devices, Web-based content and tools, and a desire for personalized content is causing the custom book market to grow. This article highlights examples of two companies (Penwizard and RPI) that are capitalizing on this opportunity.

Your Web Site… It’s Where Prospects Find You!

Published February 11, 2010

Possibly the most important reason that print service providers need to have an active Internet marketing strategy is because of the transformation that has occurred in how print buyers seek information. Yes, customers and prospects still talk to sales representatives, look through magazines, and talk to business associates to gather product information, but print service providers need to understand that customers and prospects are turning en masse to the Internet as their primary knowledge source. More than three-quarters (78%) of adult online consumers in the U.S. made some type of purchase via the Web in the previous six months. According to a survey from Nielsen Online, the top transaction categories are travel, credit card management, and online banking.

Print Service Providers Are Going Social!

Published February 4, 2010

Now that social media has entered the mainstream, print service providers that build the right marketing strategies have more opportunities than ever. A number of savvy print and marketing service providers are getting into the game and effectively leveraging social media to keep the lines of communication open with their customers. This article discusses how companies like Vistaprint and Tukaiz are using social media to drive business results.

Small and Medium-Sized Businesses, A Marketing Services Opportunity!

Published January 28, 2010

Small and medium-sized businesses have a wide range of communications needs. This article discusses the tremendous opportunities that small and medium-sized businesses can represent for print service providers with the right go-to-market strategy.

2010: A Year of Innovation for the Graphic Communications Industry (Part 2)

Published January 21, 2010

This column is the second in a two-part series that provides Barb Pellow's perspective on a strategic direction for 2010. Last week's article discussed techniques for increasing share and adding value in the new year, and this one outlines strategies for product innovation that service providers can use to position themselves as market leaders.

2010: A Year of Innovation for the Graphic Communications Industry

Published January 14, 2010

This column is the first in a two-part series that provides Barb Pellow’s perspective on a strategic direction for 2010. It discusses how print service providers and marketing service providers can position themselves for success in an industry that has undergone permanent shifts and changes.

Reinventing The Print Business Model

Published December 10, 2009

A 2008 Harvard Business Review article, "Reinventing Your Business Model" by Mark Johnson, Clay Christensen and Henning Kagerman states that the secret to maintaining a thriving business is recognizing when it needs a fundamental change. According to the article, “Great business models can reshape industries and drive spectacular growth. Yet many companies find business-model innovation difficult. Managers don’t understand their existing model well enough to know when it needs changing—or more importantly, how to change it.”

Augmented Reality…It’s More than Hype!

Published December 3, 2009

As we look back at 2009, a technology milestone for the printing industry, marketing communications, education, and the media world may be the rise of augmented reality. Augmented reality (AR) is a field of computer science that involves combining the physical world with an interactive, three-dimensional virtual world.

Print Service Providers: Making the Connection

Published November 19, 2009

In today’s economy, print service providers face the same challenges as any other marketers. They must be creative and challenge themselves to push beyond the boundaries of their minds—they must think outside the box for innovative ways of reaching customers and prospects. This requires an effective communications strategy that builds awareness while educating prospects and clients about the capabilities you offer.

Talking to the CMO… A New Language in 2010

Published November 5, 2009

Today’s marketers are operating under a new set of rules. They must respond to a range of new challenges related to new media, changes in consumer behavior, a difficult market environment, and global expansion. With the rules changing, businesses are seeking new ways to market to, communicate with, and reach consumers. The implications of the fundamental shifts in consumer behavior are having a profound impact on marketing organizations and how they are spending their budgets.

Smart Public Relations Drives Business!

Published October 29, 2009

When a satisfied customer tells a friend or business acquaintance about your products and services, you have an immediate “in” with those prospects. The same is true when a publication prints a story about how your business communications services have delivered a return on a customer’s marketing investment or reduced a client’s costs through improved supply chain management. The major difference between the two is that the readership of the publication is likely in the thousands or hundreds of thousands, and this number is hard to achieve through word of mouth.

Mobile-to-Print: It’s Time for Print Service Providers to Figure it Out!

Published October 15, 2009

Mobile devices are the one electronic device that most of us carry at all times. These devices are with their owners for more hours of the day than personal computers, TV sets, magazines, or radios. A recent Synovate survey provided clear evidence of how much people depend on their phones. Three-quarters of total survey respondents—including 82% of Americans—never leave home without their phones, and 36% of people around the world (42% of Americans) go as far as to say that they can’t live without their cell phone.

It’s A Perfect Storm for Marketing Services…and the Boat is Rocking!

Published October 8, 2009

For the past 3-4 years, I have talked about the emergence of the Marketing Service Provider (MSP). This year, the market will see the convergence of three realities that have been building in strength over the past decade. First, today’s consumers are “always on”—they enjoy more connectivity and control than ever before. Second, the media environment has become more complex than any marketer could have imagined a mere 10 years ago. Third, these economic times have created an intense demand to demonstrate ROI. All three of these factors create a perfect storm for MSPs… and the boat is rocking!

Strategic Business Networking: The Key to Survival in a Challenging Economy

Published October 1, 2009

NETWORKING is the single most powerful marketing tactic that can be used to accelerate and sustain success for any individual or organization. Networking is about making connections and building enduring, mutually beneficial relationships. Effective business networking is the linking together of individuals who, through trust and relationship-building, become walking, talking advertisements for one another. Nielsen's Global Online Consumer Survey found that a recommendation was the most important form of advertising. In fact, 90% of the 25,000 consumers surveyed reported that they trusted recommendations from people that they knew. Networking is designed to create “fans” and “friends” that would recommend you to others.

Augmented Reality: A New Reality for Print

Published September 24, 2009

Augmented Reality (AR) is a field of computer science that involves combining the physical world with an interactive, three-dimensional virtual world. This may be a new term to some of you, but augmented reality makes print the ultimate in interactive media. It is perhaps the coolest use of paper I’ve seen in my lifetime, linking print with the technology that most people have on their desks. This might sound like science fiction, but augmented reality is here today.

PRINT 09: People with a Purpose

Published September 17, 2009

Like many of you who are reading this column, I just returned home from PRINT 09. While there was discussion about less traffic and participation on the show floor, my perspective is that people came to this year’s PRINT 09 event with a purpose. Justifying attendance in a difficult economy is challenging. I interviewed several individuals that participated in this year’s show. Unlike past years, these individuals came to the show with very explicit objectives.

PRINT 09: What Tomorrow Brings

Published September 10, 2009

Tomorrow, PRINT 09 opens its doors at Chicago’s McCormick Place. An estimated 650 exhibitors and over 100,000 printers, publishers, typographers, converters, bindery and finishing specialists, prepress managers, desktop and electronic publishers, service bureaus, graphic designers, art directors, advertising professionals, publication designers, catalogue designers, and direct mail specialists are expected to come through the doors between September 11 and September 16. In an industry that is facing tremendous economic uncertainty, attendees are coming to PRINT 09 for more than participation in a tradeshow. They are seeking to discover what tomorrow will really bring.

A Focused Approach… It’s Essential to Growth!

Published August 27, 2009

In today’s challenging economy, a laser focus on the right target market is critical to success. These days, it takes more than leading-edge print and software technologies, products, or competitive prices to be successful. Companies need a focused business-to business-marketing strategy—a way to identify, segment, quantify, locate, and target their most important business-to-business customers and marketing prospects to reach their present and future goals.

Is the Down Economy Fueling a Document Outsourcing Boon?

Published August 20, 2009

Books On Demand: The Book Publisher’s Dilemma, The Printer’s Dilemma and Opportunity

Published August 13, 2009

Not long ago, futurists believed that we would all be reading our books electronically by now—either on a computer screen or on a handheld electronic book. While I have yet to invest in a Kindle, quite a few of my favorite books are available in one electronic form or another. Even today, though, the reality is that I would rather curl up with the processed corpse of a tree than look at one more display screen.

It’s About the Conversation… Not the Campaign

Published August 6, 2009

Over the past five years, my columns have espoused the value of variable data and integrated campaign management. While I continue to be a firm believer in relevant messaging and cross-media communications, I am quickly learning that in today’s wired and social media world, the market has taken yet another turn. Marketers are focusing on the importance of social media, and they will start seeking partners that go beyond integrated marketing campaign management. These marketers are hoping to tap into the conversations that are taking place via social networks as they move from a monologue to a true dialogue with customers. As we move into 2010, the rise of social media will require solutions providers to deliver and support a new concept: Integrated multi-channel conversation management™.

Digital Packaging… The Time Has Come

Published July 23, 2009

Digital press technology for packaging printing and graphics has been around for more than a decade, but momentum is currently building behind end-user investments and hardware developments by technology providers. In today’s market, it is clear that digital package printing represents a recession-proof and profitable market opportunity. With today’s available technologies, the emergence of inkjet, and the needs of brand owners, short run digital technology is truly poised to take off.

Multi-Channel Marketing… It’s Time to Follow the Money!

Published July 16, 2009

Go Vertical… It May Be Your Competitive Differentiator!

Published July 2, 2009

Talking to the CMO: 2009 Is a Whole New (Media) World

Published June 24, 2009

Building a Strategic Marketing Plan in Today’s Economy

Published June 18, 2009

Barb Pellow of InfoTrends talks about the value of Transpromo to Printers

Published June 8, 2009

Print Service Providers…You can Be Social (Media) Too!

Published June 4, 2009

Print is NOT Dead – It is Interactive!!!

Published May 28, 2009

TransPromo… The Key to Touchpoint Optimization

Published May 21, 2009

Digital Packaging… A Recession-Proof Market Opportunity

Published May 7, 2009

It’s Time for a True Sense of Urgency!

Published April 30, 2009