This is James Michelson from VDP Web, the Principal there. And one of the things we’ve had the most interest in during the AP Forum is how, as a commercial printer, do we really look at – how do I get into the sales process. What are the challenges that become and what’s preventing our customers from really getting involved in cross media, in Pearls, in leading pages, in variable data?
Well, we found that in a lot of the case studies that are presented, there’s all these different parties involved. You have information systems and information technology and the agencies and all these other people that come together to pull that. Well, the challenge is, how do I sell that group? And would it be better for my sales process and my bottom line if I could look at it and go to one person and make a decision and that one person who makes a decision I can provide all the different services that they need?
Now, if we have access to data from IT, great. If we can get creative from their Marketing Department or their agency, terrific. But as the printer, if you can say to one decision maker, “Hey, I can take care of all of this for you, we’ll handle the process from soup to nuts…” then you can make it work. One example is from a printed static piece, Harrah’s was launching a new – and we figured we were in Vegas; this is probably a good example. We’re launching a new casino vote in Chicago, and what we’d like to do is we’re going to print these flyered pieces. Terrific. Well, let’s put on a test-to-win and a unique 800 number, and a generic landing page. So, from one sales process, by adding those three collection mechanisms, the printer was then able to launch follow on direct mail campaigns, follow on collateral campaigns so they’ve got multiple runs of ink on paper from one print sale.
The other thing that does is now, that commercial printer is in charge of the data stream. All that data is collected is sitting at that commercial printer’s location and they have control of the marketing process.
So, if that 800 number and that text-to-win and that unique
The Importance of a Good Web-to-Print Demo Site
Published: March 23, 2017
Demonstrating your web-to-print solution is critical to your sales process. Use your demonstration site to configure all the bells and whistles of your solution so you never have to say, "we support that feature but its not configured on this site."
The Future Of Customer Communications In The Financial Services Industry
Published: March 22, 2017
Matt Swain, Senior Director at InfoTrends, talks with Senior Editor Cary Sherburne about the latest trends in customer communications, some of which is driven by financial technology that is enabling more voice-driven communications. Consumers have increasingly demanding expectations about how they interact with financial services providers, including optimized print communications.
Ghent Workgroup PDF Study aims to Identify Gaps in the Standard
Published: March 21, 2017
David Zwang, WhatTheyThink's Technology Editor and Chairman of the Ghent Workgroup, explains why the organization is conducting a landmark PDF study. The last study was conducted in 2008 and is not representative of todays workflow demands. They want to understand how people are using PDF and identify gaps in the standard that the Ghent Workgroup can help address for better process integration in commercial print and packaging production. Visit http://www.gwg.org/gwg-2017-pdf-survey/
View the latest production inkjet news from Screen
Published: March 20, 2017
Aron Allenson, Sales Support Specialist for High Speed Inkjet at Screen, talks about how new SC inks from Screen allow inkjet printing to commodity offset stocks without pretreatment. The ink is used in the Truepress JET 520 HD. He also explains the next generation of Truepress JET presses, the Truepress JET 520 NX, just released.
Print: The Strongest Component of an Omnichannel Campaign
Published: March 20, 2017
Charyl Kahanec, President of Marketing Solutions at EarthColor, always has interesting insights to share, and this video is no exception. She talks with Senior Editor Cary Sherburne about the role of print in today's marketing mix. She points out that marketing is not just one channel, but rather the overall conversation with the customer; and print is the strongest component of that conversation. Hear more.