Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     M&A Trends     Production Inkjet     Installations and Placements Tracker

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    Reprint Icon Embed/Reprint

 

Post a Comment

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

 

 

Recent Videos

 

Video preview: Out of Stock

Out of Stock

Published: January 18, 2019

Frank comments about shortages of printed books. At the end of 2018, bookstores— and even Amazon—ran out of inventory for certain bestsellers. Ebooks have not truly replaced printed books and we are still trying to find the equilibrium between ebooks, on-demand books, and long-run printed books.

 

Video preview: Frank Books a Hotel Room

Frank Books a Hotel Room

Published: January 11, 2019

Frank discovers a hotel lounge that uses the printed encyclopedia as part of the décor. The Hilton Fanueil Hall in Boston has 40 or more sets of various reference encyclopedias in a small room off the main entrance.

 

Video preview: Royal Printers Succeeds with Sustainability

Royal Printers Succeeds with Sustainability

Published: January 8, 2019

Royal Printers believes sustainability is good for them and their customers—and it's working.

 

Video preview: Celebrating a Quarter-Century of Digital Color Printing Part 2: Indigo

Celebrating a Quarter-Century of Digital Color Printing Part 2: Indigo

Published: December 21, 2018

Frank celebrates the 25th anniversary of HP Indigo. What began as Benny Landa’s groundbreaking technology is now a multi-billion-dollar worldwide business. It ushered in the era of on-demand color printing, and, more importantly, the use of variable-data printing for personalized promotion.

 

Video preview: Cybersecurity in the Printing Industry

Cybersecurity in the Printing Industry

Published: December 20, 2018

Carlos Fernandes, CEO of Agile Cybersecurity Solutions, discusses the importance of cybersecurity in the printing industry.

 

Video preview: Specialty Print Communications Delivers Data-Driven Mail with Production Inkjet

Specialty Print Communications Delivers Data-Driven Mail with Production Inkjet

Published: December 19, 2018

Adam LeFebvre, President of Specialty Print Communications (SPC), talks with David Zwang about the company's niche in high-volume, data-driven direct mail and loyalty marketing solutions. SPC recently installed the Canon Océ Prostream 1000 and Canon Océ VarioPrint i300 to bring in new business from its existing customers and to open up opportunities with new customers.

 

View More Videos

 





Become a Member

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

Copyright © 2019 WhatTheyThink. All Rights Reserved