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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!

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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.

 

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