Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     European Coverage     Production Inkjet Analysis

Don't forget about print

Published on July 8, 2011

In a rapidly expanding market towards mobile and electronic print, Jason Ellis of the EF Group reminds us to not forget about print as a service, not just something we give away to get business.

My name is Jason Ellis, President of the E. F. Group in San Antonio. And one of the things we’re going to talk about is not forgetting about print when you are creating a market service company.

You do have QR codes, you do have mobile phone web print and you are making some good money off of that, but you know, cash is king and you do need to not forget about print because some of your print customers will start to get confused of what kind of a company you really are and therefore they will start looking other places for print because they’re not really sure what you’re doing and you got to keep those print happiest customers, you’ve got to keep cash in mind or else the new part of the business is really going to have a tough time surviving.

One of the ways that you guys should keep print in mind is making sure you still have printing sales reps. You know, when you do the marketing services, it’s a whole different mindset, it’s a whole different person, so don’t even… in my opinion, don’t even try having a print guy try to go into some marketing services. You know, have your marketing service person go in with that person and try to show them and offer them different solutions that they can now do, but make sure that that print sales rep is still in there selling print and reminding them of what print they do as well pushing the new stuff that you’ve introduced.

One of the other really important things to think about is, whenever you are selling marketing services, do not give it away in order to get the print. Do now say, “Oh well, I’ll give you a variable QR code for free if you do 70,000 variable postcards with me. You’re losing money, you’re not really giving any value to that customer, so you need to make sure when you go in you charge for the marketing strategy, you charge for the variable QR code, you charge, charge, for everything and then you have print technology will just go along with it. It’s very important to make you are real player in the marketplace.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: PIA's Julie Shaffer on Color Conference 2016

PIA's Julie Shaffer on Color Conference 2016

Published: December 5, 2016

Julie Shaffer, Vice President of Education and Marketing Strategies for the Printing Industries of America, explains the evolution of the Color Conference and its value to brand owners, printers and premedia professionals. She also discusses broader PIA educational initiatives and certification programs, including a customer service certification that will be available soon.

 

Video preview: Frank is Entranced by Pop-up Cards

Frank is Entranced by Pop-up Cards

Published: December 2, 2016

Frank is entranced by pop-up cards from opencardnow.com. Former typographer Julie Brumlik has a new career with pop-up origami. Frank even shares his pop-up Gutenberg book.

 

Video preview: ASU's Print & Imaging Lab Leads the Way in Workflow Integration

ASU's Print & Imaging Lab Leads the Way in Workflow Integration

Published: December 1, 2016

Chris Halkovic, Web-to-Print Manager at Arizona State University's Print and Imaging Lab, talks about how the shop/learning environment is integrating Web2Print and MIS for a coherent and automated workflow for printed materials and 3D objects.

 

Video preview: Universal Wilde Has Transformed Its Business with Production Inkjet

Universal Wilde Has Transformed Its Business with Production Inkjet

Published: November 30, 2016

Universal Wilde in Massachusetts is the largest direct marketing and book printing company in the state. Its Vice President of Operations and Technology, Jeff McFadden, explains the company's decision to acquire production inkjet about 5 years ago. Today, about 75% of its production ink work being book production with the rest being direct mail. He also shares his thoughts about the value of users groups like thINK.

 

Video preview: Diversification at SunDance Offers an Exceptional Customer Experience

Diversification at SunDance Offers an Exceptional Customer Experience

Published: November 29, 2016

JohnHenry Ruggieri, Managing Partner at SunDance in Orlando, shares thoughts about the importance of focusing on core competencies, bringing as many services in house as possible in order to meet a wider variety of customer needs. He discusses how his various HP printing solution's contribute to providing a great customer experience.

 

Video preview: Monitoring Performance Across the Shop

Monitoring Performance Across the Shop

Published: November 28, 2016

Dave Erwin, SVP at Racami, talks about the company's role in providing technology solutions for commercial printers to provide them with a visibility dashboard to monitor performance across the shop.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2016 WhatTheyThink. All Rights Reserved