Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Smart Automation Webinar     Printing Forecast 2018     Production Inkjet     Installations and Placements Tracker

Jennifer Matt on selecting a web-to-print technology

Published on October 29, 2012

Jennifer Matt talks about mistakes printers make in selecting a web-to-print technology and how to avoid the pitfalls.

Hello, this is Jennifer Matt. I’m a contributor with WhatTheyThink and today I wanted to talk a little bit about how to select a web-to-print technology.

The reason I want to talk about this is because I think that a lot of printers make mistakes in this area and the mistake is the wrong choice, which makes it a wrong choice for both the vendor and the printer. And so I just want you to answer three questions before you sign on the dotted line.

Who are you targeting on your customers? So are they customers you don’t know yet; you’re just going to put up a website and hope people come. Please don’t use hope as your number one strategy for driving traffic; it doesn’t work. Versus are you doing this for your existing customers. So B2B or B2C. So answer that question. Answer that question very clearly; who are you targeting online.

And the second question I would like you to answer is what do you want to sell ‘em. I know it sounds stupidly obviously, but what do you want to sell ‘em. What products are you going to put up there? And please don’t tell me you’re going to put a three million person direct mail campaign up there. That’s not appropriate for a self-service transaction. So what products are you going to sell? Are you going to sell corporate identity? Are you going to sell business documents? Are you going to sell posters? When you think about those three things as a printer you know that each one of those things you have to ask the customer different questions. So if you’re selling posters online, you got to talk about what’s the finish size. You got to talk about whether they need laminating, whether they need mounting, whether they want it printed on vinyl. Way different questions, then, what you would ask the person what they need for a business card. So once you identify who you’re trying to target, and what you’re trying to sell, you’re 90 percent there to getting to the right vendor.

The third question I would ask yourself is do you want to partner with a vendor in a licensing model or software as a service model. So I’ve written extensively about this on WhatTheyThink, but the basics are licensing is you buy the software. Software as a service is you rent it. You subscribe to it. You get – you pay a rent monthly and you get to use it as you go. There’s advantages and disadvantages to both, but you need to decide how you want to partner with the vendor before you go engage with them.

So if you walk in to choosing a web-to-print solution with the answers to those three questions, you’re going to really draw down which vendors to look for and you have a much better chance of making the right decision. So that’s my advice for going out and doing your shopping. Don’t just start by getting demos, answer those three questions and if you need more help look on WhatTheyThink for more information.

Thank you.

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: Frank Loves Lisa

Frank Loves Lisa

Published: June 15, 2018

Frank has always wanted an Apple Lisa. He finally got one, but now it's in a museum. The 1983 Lisa was the forerunner of the Macintosh with its Graphical User Interface, but it had a high price at about $10,000.

 

Video preview: From Antibacterial Substrates to Smart Labels, Nanotechnology Comes to Print

From Antibacterial Substrates to Smart Labels, Nanotechnology Comes to Print

Published: June 14, 2018

Nir Waiskopf, Ph.D., team leader for a nanotechnology project at the Hebrew University of Jerusalem, explains the uses of nanotechnology in biomedical, industrial printing, and display and packaging applications.

 

Video preview: Trends in High-Performance Apparel

Trends in High-Performance Apparel

Published: June 14, 2018

Mark Sunderland, Textile Engineer and Strategist at Thomas Jefferson University, discusses high-performance apparel and products, including new and emerging trends in moisture management and "wearables."

 

Video preview: In-Plants and Outsourcing: The Perennial Problem

In-Plants and Outsourcing: The Perennial Problem

Published: June 13, 2018

At this year's IPMA Conference, Howie Fenton addresses one of the perennial challenges that in-plant printing departments face: their parent company outsourcing print and other related work. He offers some suggestions for bringing that work back in-house.

 

Video preview: Aldo Peretti Discusses the Advantages of Conventional Printing Technology

Aldo Peretti Discusses the Advantages of Conventional Printing Technology

Published: June 13, 2018

Aldo Peretti, CEO of UTECO and President of the Italian Machine Manufacturers Association, shares his thoughts on the future of digital technologies in packaging and why he feels digital will share a place with conventional printing technology for while.

 

Video preview: IPMA 2018 Conference Update: In-Plant Printing Trends and Challenges

IPMA 2018 Conference Update: In-Plant Printing Trends and Challenges

Published: June 12, 2018

Mike Loyd, Executive Director of the In-Plant Printing and Mailing Association (IPMA), talks about the major trends affecting in-plant printing departments, the challenges faced by in-plant operations managers, and the value of the annual IPMA Conference.

 

View More Videos

 





Become a Member

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

Copyright © 2018 WhatTheyThink. All Rights Reserved