Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

After the Honeymoon of Selling Web-to-Print Program

Published on April 20, 2017

When you sell a web-to-print program, you have a brief honeymoon period that needs to be optimized. Stay focused on the business goals - get orders flowing through the system. Nobody wants to hear from a customer saying, its been six months and we've seen no value!

Email Icon Email         

 

Discussion

By Robert Godwin on Apr 20, 2017

Jen,
Sad, but true. A couple of points that need to be expounded upon.
“You can make the site look like anything you want’
Of course, this is as true as it is expensive. Give your customer the true value proposition- it can be branded. If the customer has a brand (corporate palette, logo, etc.) then that is the target limit on how it will look.
Features and capabilities are abundant in most W2P platforms. The likelihood Is that only a portion are normally required to properly service the user experience.
New product introduction should be communicated is at least three ways;
1. Good- email an announcement to the sales lead at the company- Could be owner, President, VP Sales (and their sales team)
2. Better- Upon log in, pop up says “Since your last visit these new products have been added”
3. Best- Meet at least once a month with ‘owner’ of the W2P instance and forecast the new product intro so they can market the new additions. The benefit of this approach is that while the product is being prepped for addition to the website portfolio, the customer can market the new product and find hot leads prior to the launch.
Finally, marketing sells print. The customer needs to use a channel appropriate to the target market they serve. If it is a brand management site, then the customer’s internal email system should be used to announce to the office or branch managers about new products. If it is a public site, SEO is crucial to gain visibility in a search engine. Email marketing and direct mail are essential as well to stay in the customer’s consciousness. As for direct mail, a good list is fundamental; and nothing beats the look, touch and feel of a well printed piece. A balanced marketing channel program with new product introductions will be music to any print buyer’s ears.

 

Post a Comment

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

 

 

Recent Videos

 

Video preview: Hederman Brothers' Digital Strategy

Hederman Brothers' Digital Strategy

Published: May 29, 2017

Terri Mascagni is Senior Account Executive at Hederman Brothers, which has been in business since 1898, is a family owned commercial printer located in Mississippi. The company recently acquired an HP Indigo 12000 to bolster its digital capabilities. She talks about the many changes the company has recently gone through to maintain its competitive position.

 

Video preview: Frank on QuarkXPress and Adobe InDesign

Frank on QuarkXPress and Adobe InDesign

Published: May 26, 2017

In a frank video, Frank confesses that he still uses QuarkXPress, in a world dominated by Adobe InDesign. He is unapologetic.

 

Video preview: Technical Programs at Idealliance Expanding and Going Global

Technical Programs at Idealliance Expanding and Going Global

Published: May 23, 2017

Tim Baechle, Vice President, Global Print Technologies & Workflows discusses current direction and new technical programs that Idealliance is developing for the industry.

 

Video preview: Color Management Pro Jim Raffel on G7 and the State of Color Reproduction

Color Management Pro Jim Raffel on G7 and the State of Color Reproduction

Published: May 23, 2017

Jim Raffel, CEO of ColorMetrix, shares insight into what he's seeing in the industry with the continued adoption of Idealliance's G7 as a method to provide common visual appearance across various print processes including industrial print applications.

 

Video preview: Direct-to-Object Printing: Do Converters Need to Redefine their Role?

Direct-to-Object Printing: Do Converters Need to Redefine their Role?

Published: May 22, 2017

Joe Morgan, formerly CEO of Standard Register and now Founder and CEO of Be Safe. Be Inspired. Be YOU. shares his insights on the InPrint USA show and the opportunities he sees for printing businesses in functional printing applications, particularly for packaging. He sees this as changing the role for the converter and requires businesses to redefine the role they will play in the future.

 

Video preview: A Mailer That Grows Wildflowers.  A Tree That Grows Books.

A Mailer That Grows Wildflowers. A Tree That Grows Books.

Published: May 19, 2017

Thinking he's got something special, WhatTheyThink Senior Video Editor Jon Emmerich does a little show-and-tell and asks for Frank's response. In true Frank fashion, Frank quickly and efficiently crushes Jon's dreams.

 

View More Videos

 

Become a Member

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

Copyright © 2017 WhatTheyThink. All Rights Reserved