MOD-PAC CORP.'s On Line Print Marketing Site Featured by MarketingSherpa.com as Ecommerce Case Study Model
Press release from the issuing company
BUFFALO, N.Y.--Oct. 3, 2005-- MOD-PAC CORP. a commercial on demand printer and manufacturer of custom paper board packaging, was featured in an Ecommerce case study by MarketingSherpa, Inc., a research firm publishing case studies and benchmark data for marketing, advertising, and public relations professionals. The study examined MOD-PAC's detailed and analytic marketing approach to the development of PrintLizard.com(R), a new product brand for its commercial print line. Its objective was to create a unique, online printing service offering specifically targeted commercial print buyers from throughout the U.S. direct access to high quality, on demand print with pricing that reflects MOD-PAC's economies of scale. PrintLizard.com(R) was officially launched in June 2005.
A key element of MOD-PAC's marketing analysis, as highlighted in the case study, was the use of relatively new "virtual focus groups". Virtual focus groups are run by modified chat room software, creating a broader access into the targeted customer market than a traditional focus group. The objective of the virtual focus group was to uncover various niche customers' needs and understand their preferences when ordering from an online printing company. With the help of their internet marketing agency partner, ClearGauge, the result of the virtual focus groups were combined with in-depth competitive research to develop the PrintLizard.com(R) brand, website design, and sales and marketing efforts. MOD-PAC continues to use customer feedback and website statistics to further improve and enhance the www.printlizard.com's functionality.
Joseph Burgio, Director of Business Development for MOD-PAC and Lead Lizard for PrintLizard.com(R), commented, "We have rapidly made a major change for the print world, capitalizing on the market's need for quality, speed, full color print, and full service capabilities from design to fulfillment. The $25 billion commercial print market currently served by over 28,000 small printers should be quickly aggregated by the internet and, through our aggregation, enable us to profitably serve many thousands of short run print orders."
MOD-PAC's advertising and marketing campaign for the PrintLizard.com(R) was also the leading example of internet marketing and ClearGuage's techniques in the article "The Future of Advertising is Here", Inc. Magazine, August 2005.
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