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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.

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