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

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    Reprint Icon Embed/Reprint

 

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: Canon Introduces the Prisma Family

Canon Introduces the Prisma Family

Published: December 10, 2018

Bob Barbera, Senior Marketing Manager for Canon USA, unveils the Prisma family of workflow and print controller solutions for digital printing.

 

Video preview: Frank Visits Lead Graffiti, a Cutting-Edge Letterpress Shop

Frank Visits Lead Graffiti, a Cutting-Edge Letterpress Shop

Published: December 7, 2018

Frank visited Lead Graffiti in Newark, Del., and met with Jill Cypher and Ray Nichols who run a letterpress printing/publishing company. Their books and posters are works of art and they teach others how to print with wood and metal.

 

Video preview: President of Heidelberg Americas Discusses New Strategies

President of Heidelberg Americas Discusses New Strategies

Published: December 6, 2018

Felix Mueller, President of Heidelberg Americas, joins Dave Zwang in Colorado and discusses new strategies for strengthening Heidelberg's position in the markets they serve, with a new emphasis on Labels and Packaging.

 

Video preview: Sandy Alexander Acquires Wide-Format Capabilities

Sandy Alexander Acquires Wide-Format Capabilities

Published: December 5, 2018

Gary Semon, Wide Plant Manager for Sandy Alexander, shares news of the company's acquisition of Designer's Press and their wide-format technology.

 

Video preview: The New Heidelberg Fire Line

The New Heidelberg Fire Line

Published: December 4, 2018

Stephan Plenz, CTO of Heidelberg, discusses his role, and the changes in technologies and service offerings.

 

Video preview: Adding Embellishment with Duplo's Spot UV Solution

Adding Embellishment with Duplo's Spot UV Solution

Published: December 3, 2018

Si Nguyen, Vice President of Sales for Duplo, shares innovative texture and embellishment effects utilizing Duplo's spot UV solution.

 

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