Printing Industry Commentary & Analysis

Social Media: The "Wild West" of the Marketing Opportunity (Part 2)

Published December 6, 2012

The rationale for adding social media services is very compelling. It's the new word-of-mouth machine that drives customer perceptions and purchasing decisions. This article outlines just a few examples of the new social media services that today's marketing service providers are offering to their customers.

Social Media: The "Wild West" of the Marketing Opportunity (Part 1)

Published November 29, 2012

Although social media is clearly a vast space of infinite possibility for marketers and service providers, it is largely misunderstood, untapped, and unknown. Fortunately, there are great benefits for print service providers who can pioneer this area. This article explores the ways in which service providers are leveraging social networks to promote their businesses.

Print United Captivates Audience at Inaugural Dscoop EMEA Event

Published November 15, 2012

The Dscoop Print United event enabled owners, operators, sales personnel, and marketing professionals to exchange experiences with peers about HP Indigo equipment, applications, and related solutions. In this article, Barb Pellow discusses her participation in this event and explores the topics that were covered.

In Case You Missed It… USPS is Driving Marketers to Make Print Interactive!

Published November 8, 2012

On October 29, 2012, the U.S. Postal Service released its promotions calendar for 2013-offering discounts by integrating mail with mobile and emerging technologies. There is a clear drive to make print integral to the direct marketing mix by making it interactive. This article outlines the USPS's newest promotions and discusses what they mean for the industry.

VDP: The Market Matures and Becomes "Print Plus"

Published November 1, 2012

All consumers are different, and these differences drive purchasing behaviors. This article explores how savvy marketers are leveraging these differences to create direct-to-consumer communications that cater to individual preferences and characteristics.

TransPromo: Are the Stars Finally Aligned?

Published October 25, 2012

While the concept of TransPromo remains intriguing, many enterprises have found that it is not as simple as it seems in practice. This article discusses the evolution of transpromotional communications, citing a recent article by Matt Swain and Cary Sherburne entitled TransPromo Today: An Industry Perspective.

Insight Selling – The New Game in Town (Part 2)

Published October 18, 2012

According to research conducted by the Corporate Executive Board (CEB) Sales Executive Council (SEC), the Internet has changed the way that customers buy. Customers no longer want suppliers-they want business partners that can show real value by providing business problems.

Insight Selling – The New Game in Town

Published October 11, 2012

In the July/August Edition of the Harvard Business Review, Matthew Dixon published an article entitled The End of Solution Sales. Customers no longer need suppliers because they can find out a great deal of information on their own. This article discusses the concept of "insight selling," which involves bringing value to customers that can't be found on the Internet.

Mobile Marketing and the Silent Salesperson

Published October 4, 2012

Marketers across a variety of business segments are beginning to look at QR codes as a "silent salesperson" that can bring a competitive edge. This article provides examples of this trend within the automotive, retail, and real estate markets.

SG360°: Taking Care of Business

Published September 27, 2012

Repositioning a printing company involves making hard decisions about how the printing market is shifting to new and different media, developing the right product and services, and effectively communicating this transformation to customers and prospects. This article describes how Illinois-based Segerdahl group repositioned itself as SG360° to evolve with the market.

Proforma's New Business Model for Printers: Sell More, Print Less!

Published September 20, 2012

In 1978, Gregory Muzzillo and a college friend founded Proforma because they saw an opportunity to start a business with no capital investment. Print distributors are independent agents that sell the services of printing firms. This article discusses how Proforma expanded its business and those of its customers by moving to a visionary franchise model.

From Bindery to Digital Books… Printing is Good Business for Bridgeport National Bindery

Published September 13, 2012

For the majority of its 65-year history, Bridgeport National Bindery (Agawam, MA) established its name by providing bookbinding. In 2003, Bridgeport began printing to satisfy the demand for single-run production. This article outlines how BNB has evolved its services to meet customers' changing needs.

Pel Hughes Rebuilds Itself as a Marketing Services Business

Published September 6, 2012

Like many other local companies, Pel Hughes was affected by Hurricane Katrina. In the aftermath of the hurricane, the company transformed itself from a traditional commercial printer into a marketing service provider. This article outlines the services that Pel Hughes offers its customers and also explores its success with "Drip Marketing" campaigns.

Ricoh: Serious about Marketing Services

Published August 30, 2012

Ricoh recently made a significant investment in PTI Marketing Technologies. Barb Pellow interviewed two company executives to garner a better understanding of the implications of this transaction.

The Outsourcing Equation for Software Integration

Published August 23, 2012

In approaching integration, businesses must consider scope and scale, choose between internal versus external execution, and address the associated technical issues to ensure an effective end-result. Given the complexity of the systems integration process and the systems that need to work together, printers may need to seek systems partners rather than walking away from opportunities. This article covers strategies for success when utilizing external systems integration resources.

Become Extraordinary by Building a Loyal Customer Base!

Published August 9, 2012

Savvy businesses know that they can build a loyal customer base by providing extraordinary value-added customer service. This article references recent industry research to describe how print service providers can improve loyalty by becoming strategically important to their customers.

Pitney Bowes and ORION Printing: Optimizing the Marketing Supply Chain for IPG

Published August 2, 2012

ORION Holdings and Pitney Bowes have launched a strategic partnership enabling ORION Holdings to create a new unit, ORION Printing. Through its partnership with Pitney Bowes, ORION Printing will focus on supplying print management solutions to IPG companies globally. This article discusses the actions that marketers can take to increase the efficiency of their processes for ordering, storing, and delivering marketing materials.

A Refresher Course: The Seven Habits of Highly Effective People

Published July 19, 2012

Author and businessman Stephen R. Covey recently passed away at the age of 79. This article highlights the key points from Covey’s 1989 bestseller entitled The Seven Habits of Highly Effective People and explains how these concepts remain relevant for today’s businesses.

High Speed Inkjet: Part of the Integrated Customer Experience at First Data

Published July 12, 2012

Ricoh Production Print Solutions LLC recently completed a large-scale implementation at First Data (Atlanta, GA). This article covers Barb Pellow’s interview with First Data executives as they discuss how the company is using print technology in a cross-media world.

Symcor: Being Strategic in Re-tooling Workflow

Published June 28, 2012

Erika Andersen’s book entitled Being Strategic: Plan for Success, Out-think Your Competitors, Stay Ahead of Change explains how to approach business in a strategic manner. This article highlights tips from the book and provides a real-world example of how Symcor is re-tooling its business to become more strategic.

Xerox CMO Christa Carone Discusses How to Engage Marketing Executives

Published June 21, 2012

Barb Pellow recently had the opportunity to interview Christa Carone, Chief Marketing Officer at Xerox. This article offers highlights from the interview, including key challenges that service providers face and how to address these challenges head-on.

NBS: Celebrating 40 Years of Adding Value for Customers

Published June 14, 2012

Celebrating its 40th anniversary this year, NBS started out as a data entry service provider. This article explores how the company transformed itself into a digital printing and mailing services expert by positioning for future growth.

IWCO Direct: Being Direct Works!

Published June 7, 2012

We hear a lot about companies transforming themselves into marketing services organizations, but IWCO Direct provides a great model for success. This article provides a brief overview of IWCO Direct’s history and explains how the company is taking an integrated approach to truly transform itself.

Marketing Services: How Much Should You Charge?

Published May 31, 2012

Earlier in 2012, Mike Moniteiro published a book entitled Design is a Job. Although this book is targeted toward the design community, its lessons also resonate with organizations that are attempting to add marketing services to their offerings. In this article, Barb Pellow describes how service-oriented businesses can leverage the principles in this book to become marketing service providers.

Inkjet: Taking Care of Business at Webcom

Published May 24, 2012

With the technologies now available, book manufacturers can respond to critical market trends and support the increased need for digital book manufacturing. This article provides a brief overview of the changes that are occurring in the book printing/publishing market and explores how companies like Webcom are facilitating these changes.

Tukaiz: Deploying Drucker’s Principles of Innovation and Entrepreneurship

Published May 17, 2012

In 1985, Peter Drucker published a book entitled Innovation and Entrepreneurship. Although Drucker’s book is nearly 30 years old, its lessons remain relevant. In this article, Barb Pellow discusses how Tukaiz, a supplier of quality marketing communication products and services, is putting Drucker’s principles of Innovation and Entrepreneurship into practice.

Highcon: Finishing the Box at drupa!

Published May 10, 2012

The cutting and creasing of carton board to create the physical form of a package has historically been a bottleneck. While the graphical elements of a package can be created, approved, and printed in hours or days, cutting and creasing can add weeks to the process. Highcon addressed this issue head-on with the introduction of its Euclid production-speed digital cutting and creasing machine at drupa 2012.

Promoting Your Large Format Business in a Digital World

Published April 26, 2012

In today’s economy, getting the most out of your marketing dollars requires a smarter and more creative approach. With a little bit of creativity, wide format providers can leverage public relations, innovative Websites, networking, customer education, and social media to reach customers and grow their businesses. This analysis provides five key strategies for promoting your business.

Looking for a Big Opportunity? Think Large Format!

Published April 19, 2012

Commercial printers and in-plants are adding large format capabilities, and many report that this move has enabled them to capture additional marketing dollars from new and existing customers. Large format is increasing in importance because it has become a key customer touchpoint for marketers of all sizes. This article takes a closer look at the wide format market opportunity.

In-Plants: “The Times They Are A-Changin’”

Published April 12, 2012

In just in the past few months, the print service operations at the University of North Carolina and Johns Hopkins University made headlines by shutting their doors. Printing is declining, so the volume of work has dropped. More and more of work is being done electronically. The small-run printing that most universities need is being completed with digital equipment, basically high-end digital copiers. In-plants need to change with the times if they hope to survive.

Everyone is Talking about Integrating Social Media and Direct Marketing… SourceLink is Doing Something!

Published April 5, 2012

A presence in the virtual world is essential to any successful marketing plan, but organizations of all sizes are getting lost in social media. Service providers must decide how they plan to participate in this market. This article discusses how SourceLink’s TAG solution is harnessing the power of social media sharing.

PULP Communications: Helping SMBs Engage Consumers

Published March 29, 2012

Small and medium-sized businesses want the ability to extend their marketing efforts across two or more channels, but they don’t have the time or money to do it effectively by themselves. This article leverages recent survey results to describe the challenges that today’s SMBs are facing and discusses how companies like PULP are helping to address these issues.

intomedia – Helping Service Providers Harness Web-to-Print

Published March 22, 2012

intomedia GmbH recognized an opportunity to harness the Web to drive online print ordering, improve communication workflows, and streamline production processes. This article discusses intomedia’s offerings and also offers examples of companies that are leveraging them.

TGI: Positioning and Rebranding for Cross-Media Success

Published March 15, 2012

Print service providers can effectively position or re-position themselves for differentiation in today’s market. They can make their businesses stand out and effectively reach their target markets. This article explores how Philadelphia-based TGI has become a national leader in print and cross-media communications.

Vertical… A Competitive Differentiator for the One to One Group

Published March 8, 2012

Developing an understanding of industry dynamics can help service providers identify the right vertical market. Once the vertical market has been identified, the service provider must develop the right document and marketing solutions to meet clients’ needs. This article outlines the steps involved in taking a vertical market approach and also provides a relevant success story from the One to One Group.

Mobile: A Disruptive Technology that Printers Need to Harness

Published March 1, 2012

In 2003, Clay Christensen and Mike Raynor published a bestselling book entitled The Innovator's Solution: Creating and Sustaining Successful Growth. The authors discuss how established companies need to create disruptions rather than being destroyed by them. Businesses must turn innovative ideas into disruptive products and services that will lead to long-term profitable growth. This article outlines key strategies from the book and provides an example of a retailer that has taken action to generate growth.

Let Your Customers Tell Your Story

Published February 23, 2012

Good customer testimonials can help your business stand out in a crowd and enable more meaningful marketing. This article discusses the characteristics associated with good testimonials and explains how you can use them to differentiate your business.

Selling to SMBs...Automating Marketing

Published February 16, 2012

The SMB market provides an enticing, yet challenging, sales opportunity for print service providers. Today's small businesses are seeking partners to help them sell in the cross-media world. They want the solutions that integrate and automate marketing across print, online, mobile, and social media channels. This article cites survey findings and highlights industry examples of service providers and software solutions providers that are beginning to approach automated marketing via cloud-based solutions for small businesses.

Publishing: A Whole New World

Published February 9, 2012

e-Readers are definitely here to stay, so the printing and publishing worlds must change with the times. There will always be a place for hardcover and paperback books, but recent developments will demand a huge transition for book printers and publishers alike. How businesses adapt will determine who is left standing five years from now. This article provides an overview of the publishing landscape and provides examples of service providers who are changing with the times.

Data-Driven Marketing: Building Better Relationships

Published February 2, 2012

In today’s market, data-driven personalized marketing has never been more important. Every buyer has his or her individual needs, preferences, resources, and behaviors. Since it is virtually impossible to cater to each customer’s individual characteristics, marketers attempt to group customers into market segments by variables they have in common. This article provides a discussion of service providers that are using market segmentation to improve their business results.

Business at the Speed of NOW: Implications for the Printing Industry

Published January 26, 2012

In December 2011, John M. Bernard published a book entitled Business at the Speed of Now: Fire up Your People, Thrill Your Customers, and Crush Your Competitors. The book states that the ability to understand emergent issues and act upon them with appropriate speed will mark the difference between the winners and losers. This article provides examples from the book and explains how they can be applied to the printing industry.

Looking for an Expert

Published January 19, 2012

Across all industry segments, marketers are challenged with understanding how to effectively leverage cross-media communications and build out effective campaigns. This article explains how Darwill has transformed its products and services into real customer value in the non-profit and association markets.

It’s 2012… and the Transformation of the Printing Industry is Happening NOW!

Published January 12, 2012

It’s a brand new year and a great time for predictions about what the future holds for the production printing market. This article outlines InfoTrends’ top seven predictions for 2012 related to digital technologies within the printing industry.

Mobile… It’s Part of Your Future!

Published December 1, 2011

Mobile technology is playing an increasingly important to today’s society. Despite the growing importance of mobile, all channels (print, mobile, social, online, mass media) must be a part of the marketing mix. This article provides a brief overview of how mobile can be integrated with other media types to become more effective, citing research from a recently completed study from InfoTrends

CMO Perspectives: From Stretched to Strengthened

Published November 10, 2011

In October 2011, IBM published a C-suite study report entitled From Stretched to Strengthened. In this article, Barb Pellow highlights some of the key findings from this study and also discusses best strategies for next-generation service providers.

Cross-Media Services Success… A Natural Evolution at GLI

Published November 3, 2011

This document provides an overview of how Great Lakes Integrated (Cleveland, OH) is making the shift to cross-media marketing services. The 80-year-old company established its reputation in the marketplace decades ago by providing exceptional printing quality and service. Because today’s businesses are facing unprecedented competition, GLI has revitalized its capabilities to deliver comprehensive, integrated, state-of-the-art marketing solutions.

It’s Time to Get Social!

Published October 27, 2011

Barb Pellow recently interviewed John Foley, Jr. (Grow Socially), Aaron Rains (Printing Center USA), and Ron Rescigno (Rescigno’s Market Connections). This article describes how these early adopters are effectively using social media in the world of print and marketing services.

Print: Driving Excitement at the Point of Purchase

Published October 20, 2011

In June 2011, InfoTrends completed its Who Buys Wide Format? study, which was designed to collect more information about the buyers of large format products. It fostered an understanding of wide format graphics buyer requirements while also tracking changes in buying patterns since the previous study from 2009. This article discusses key findings from that study and also provides real-world examples of retailers that are interacting with consumers at the point of purchase.

Have We Crossed the Chasm for Cross-Media Marketing Services?

Published October 13, 2011

In the 1991 book entitled Crossing the Chasm, Geoffrey Moore creates a revised adoption life cycle for technologies consisting of Technology Enthusiasts, Visionaries, Pragmatists, Conservatives, and Skeptics. Moore identifies some key steps for successfully crossing the chasm in the high-tech market, and successful cross-media service providers are following some of these very steps to increase their profitability. This document outlines Moore’s suggestions for success and explains how they apply to the cross-media market.

Are You a Problem-Solver or a Supplier

Published October 6, 2011

Service providers need to know how to differentiate themselves in the eyes of marketing executives. This article provides expert feedback on how service providers can become more innovative in their selling practices to create more value and build stronger business relationships.

A New Vernacular: From Web-to-Print to Marketing Supply Chain Optimization

Published September 29, 2011

Oversights in the marketing supply chain are resulting in overspending and missed opportunities for making a real impact on the sales and demand process. While the economy is improving and marketing personnel are beginning to reinvest in demand generating programs, marketers are not in a position to ignore the waste that is being created by an unchecked and unmeasured marketing supply chain. This article outlines the components involved in delivering an optimized supply chain.

Do You Have a Mobile-to-Print Strategy Yet? It's Time!

Published September 22, 2011

Much like creating a Web-to-print site became integral for profitable service providers in the past, offering a mobile-to-print site will quickly become a necessity in the market of the future. Service providers will need to recognize the importance of design and usability between traditional and mobile sites. This article provides examples of Graph Expo vendors that are working to implement mobile-to-print solutions.

The Cross-Media Buzz at Graph Expo 2011

Published September 15, 2011

At Graph Expo 2011, software solutions were at top-of-mind for many of the printers participating in the show. Early adopters of variable data and cross-media solutions typically developed "home-grown" systems internally because the available solutions were limited, but this has changed. This article provides examples of two service providers who initially built their own solutions, but ultimately decided that a partner could enable them to focus on their core competencies.

Three-dimensional Mailers…Gifts that Deliver Response Rates for Marketers

Published September 8, 2011

Three-dimensional mail cuts through the clutter to get important messages out to clients and prospects. Although the cost to produce a dimensional mailer is more expensive than standard direct mail, the uniqueness of the mail item gets results that outweigh the costs of production and die-cutting. We explore this concept by looking at the dimensional mail marketing campaigns of Structural Graphics.

The Four "P"s of Cross-Media Selling

Published August 25, 2011

Selling a cross-media solution in today's market requires four critical attributes, namely Proactivity, Proficiency, Patience, and Performance. This article cites recent research from InfoTrends to outline the four "P"s of a successful cross-media sales approach.

Cross-Media Takes Hold: Learning from the Leaders

Published August 18, 2011

In July 2011, InfoTrends published a study of more than 280 print/cross-media service providers to understand the current state of cross-media in the graphic communications market. The statistical data highlighted eight key critical success factors for those making the move into cross-media marketing. This article shares key findings from businesses that have already started the cross-media journey.

Don't Commoditize… Learn from the Leaders!

Published August 11, 2011

Printers have historically undervalued their services due to a manufacturing mentality. They operate under the labor theory of value, which states that the value of a service is determined by the amount of labor used in its production. Because marketing and cross-media service providers are offering a different portfolio of services, there is an opportunity to change both the structure and approach to pricing and be rewarded for value-add.

Leveraging Acquisitions to Accelerate the Pace of Cross-Media Adoption

Published July 28, 2011

Rather than building skills internally, firms are aggressively buying expertise to strengthen their offerings and/or add services. Larger firms have begun to purchase smaller organizations that already have made the transition to cross-media. The acquiring firm buys the best practices, expertise, and a book of business, while the acquired firm has access to a larger resource pool. This article highlights some recent examples reflecting this trend.

Cross-Media Services: It Takes Marketing and Business Development Focus

Published July 21, 2011

Firms that are successfully delivering cross-media marketing services are investing time and resources in marketing and business development. Citing recent research from InfoTrends, this article outlines how savvy print service providers are responding to today's evolving print industry. It also provides examples of companies that are successfully positioning themselves for future growth with cross-media services.

Zebra Print Solutions: Solving Customer Problems

Published July 7, 2011

James DeSena's book The 10 Immutable Laws of Power Selling: The Key to Winning Sales, Wowing Customers, and Driving Profits through the Roof Today provides strategies for producing high-volume solutions and creating lasting customer relationships. Zebra Print Solutions provides a real-world example of how to enact these policies. Citing an interview with Patrick DiLeonardo, President of Zebra Print Solutions, this article explores the procedures in DeSena's book and how Zebra Print has been able to apply them to its business practices.

Print Service Providers: Redefining Business Blueprints

Published June 30, 2011

David Thomson’s book entitled Blueprint to a Billion: 7 Essentials to Achieve Exponential Growth researched all the American companies that went public after 1980 and grew to produce revenues of over $1 billion. Success in today’s market involves targeting customers with the right benefits bundle, delivering these benefits effectively, and delivering services that offer emotional as well as functional benefits. Citing recent research from InfoTrends, this article explores how print service providers are redefining their own business blueprints.

Market Transformation: Print Service Providers and In-Plants Step Up to the Challenge

Published June 23, 2011

Making the transformation from a print service provider into a cross-media and marketing service provider requires business repositioning, innovation, and redefinition of the overall value proposition. Service providers are working to gain a solid understanding of the next phase in the cross-media value chain as well as the implications for their businesses. Citing recent research, this article discusses how savvy service providers are reinventing themselves as they strive to meet marketers’ needs.

The New Value-Add Equation

Published June 9, 2011

With today's generation of high-tech consumers, the use of a multi-media strategy is essential to better communication. In an environment where consumers are "always on," marketing executives must fashion advertising and marketing that is anchored firmly in relevance, interactivity, and measurability. This article provides a look into some of the firms that are stepping up to the challenge of becoming true cross-media partners.

QR Codes: A Reality for B2B Marketers

Published June 2, 2011

Although they first gained popularity overseas, QR codes are now becoming popular in the United States. This is particularly the case for marketing applications. As is the case in the business-to-consumer (B2C) market, QR codes can be used to bridge the gap between print and mobile in the business world. This article discusses how B2B marketers are leveraging QR codes to expand their reach and improve their return on investment.

Data-Mail, Inc.: Success = Full Service Plus Innovation

Published May 26, 2011

Founded in 1971 by Andy and Joyce Mandell, Data-Mail has evolved into a full service print and mail processing company. One of the key principles in the establishment of the company was full service from a single source. This article provides an overview of Data-Mail’s capabilities, technological investments, and campaigns.

Reaching the Next-Generation CMO

Published May 12, 2011

During the second quarter of 2011, executive search firm Russel Reynolds highlighted the emergence of next-generation marketers who are expanding beyond traditional marketing to span areas such as digital, mobile, and social marketing. This article outlines how executives in the printing industry can support tomorrow's marketing executives and help ensure their own success in the future.

QR Codes Are Everywhere!

Published May 5, 2011

Statistics from Mobio Identity Systems, Inc. show that QR code scanning is becoming increasingly popular among U.S. consumers. Magazines, retail establishments, and industry vendors are also beginning to adopt QR codes to entice people into using their mobile phones to interact more deeply with advertising. This article provides compelling statistics and discusses how companies of all sizes are leveraging QR codes to expand their reach.

Mercury Print Productions – Learning Lessons about Educational Publishing

Published April 28, 2011

Digital technology has disrupted and transformed the established teaching and learning paradigm. Today’s students are captivated by the personalization and socialization of online tools - the ability to build large networks of friends; share their thoughts, feelings, and goals; and communicate as they wish. Digital tools are having a tremendous impact on the educational publishing market. This article discusses how Mercury Print Productions is addressing today’s changing market dynamics.

Books are Not Dead… The Digital Print Opportunity Abounds!

Published April 7, 2011

There is a new value chain for book publishing. Instead of trying to guess about print runs (especially in the face of e-books), major publishers are simply printing books on demand. Authors are using this model and selling their creations directly to the public. This has caused the market to become considerably more unpredictable.

Marketing Automation: Adding Science to the Art of Marketing

Published March 31, 2011

Marketers of all sizes are seeking providers that can create automated programs to welcome new customers, cross-sell and up-sell to existing customers, nurture new leads, increase customer satisfaction, and win back customers. Fundamentally, these marketers want to add science to the art of marketing. This article provides examples of companies that are currently focused on driving marketing automation.

Print plus mobile brings awareness and engagement

Published March 24, 2011

Brands, agencies, and traditional media marketers are finding innovative ways to utilize mobile barcodes as an effective means of passing product information in-store, bringing static ads to life, and engaging customers through contests or loyalty reward systems. This article considers some of the things that successful marketers are doing to optimize the print/mobile customer experience.

Making Ideas Happen… It’s About Leadership!

Published March 11, 2011

In 2010, Scott Belsky published a book entitled Making Ideas Happen. In last week’s article, Barb Pellow discussed how the recent Dscoop6 conference provided a demonstration of Belsky’s ideas in action. This article explains the dynamics required to make ideas happen. It also details how executives from companies like Tukaiz and Frecklebox are leading by example.

Making Ideas Happen… It’s About Community!

Published March 3, 2011

In 2010, Scott Belsky published a book entitled Making Ideas Happen. The premise for this book is that anyone can develop the capacity to make ideas happen. In this article, Barb Pellow discusses her experiences from the recent Dscoop6 conference and explains how the event provided a demonstration of Belsky’s ideas in action.

Seize the Data and be Relevant!

Published February 17, 2011

Generating relevant marketing communications generally means creating personalization or customization for potential customers. Print and marketing service providers that are successfully participating in the more lucrative data-driven marketing value chain have four common traits—culture, people and processes, data, and technology. This article discusses the importance of these traits and includes examples of companies that are profiting from data-driven marketing.

Cross-Media Services… Beyond Personalization

Published February 10, 2011

Customers are clearly in control of the media they consume. Mobile devices, iPods, DVRs, and the Internet have changed marketing forever. Effectively utilizing cross-media communication and giving prospects a variety of ways to respond can have a dramatic impact. Media dynamics are changing and we’ve covered how businesses are taking advantage of this evolution.

Allegra: Retooling its franchise network with Marketing Central

Published January 27, 2011

This article provides a case history of the Allegra Network, a Michigan-based company that began franchising in 1977 and launched its franchise brand name in 1996. The Allegra Network is embarking on an aggressive plan to help its members evolve into cross-media specialists and marketing service providers who also excel at the delivery of print.

Eleven New Year’s Resolutions for 2011 to Add Value (and Profit)

Published January 13, 2011

It's a New Year, and we all know what that means... resolutions! Deciding what we want to achieve is easy, but actually reaching our objectives can be quite challenging. This article outlines eleven value-added strategies that graphic communications service providers can consider for additional success in the year ahead.

Christmas is Coming and So is Mobile Marketing… Get Ready!

Published December 16, 2010

Retailers are working to combine the power of mobile and print as they attempt to convince consumers to shop with them. They can get the word out about holiday sales via print, SMS, the mobile Web, and branded applications, while brands can use various forms of mobile advertising to achieve their holiday-specific goals. This article provides examples of several retailers that are using mobile marketing to increase their reach.

Cross-Media Communication: It’s Not Just Buzz, It’s Your Future!

Published December 9, 2010

The formerly manageable world of marketing that primarily used print and mass media has exploded into countless choices related to cross-media communications. Marketers can now successfully engage their customers to achieve higher brand awareness and consumer ownership of their brands.

Deinking… What Does It Mean to the Environment?

Published December 2, 2010

Recovered paper is currently one of the most important raw materials in paper and paperboard production. To keep products other than cardboard and packing paper lightweight, the ink must be removed during recycling. As such, most recovered paper undergoes the deinking process. In October 2010, INGEDE News reported issues with HP’s deinking processes. WTT Contributor, Barb Pellow, had the opportunity to interview Nils Miller of HP. This article discusses the specifics of the interview and provides HP’s perspective on the INGEDE piece.

Building an Innovation Platform

Published November 18, 2010

This article discusses how Apple’s iPad has created a scalable technology platform for growth where the end customer becomes loyal and continues to invest in new applications. It also strikes a comparison to Mail Print’s Web services platform, which has created new ways of doing business and a growth platform for new offerings, applications, and services.

Personalized Packaging Brings Sweet Success

Published November 11, 2010

Irongate Digital of Derby, U.K. has used its Web-to-print and digital color printing expertise to develop personalized chocolate boxes to catapult its clients’ candy sales. Irongate leveraged its existing technologies to enhance the value of print for its customers. WhatTheyThink.com caught up with them and assembled some recommendations for print service providers that are hoping to expand their Web-to-print offerings into packaging applications.

Pulling the Trigger: Marketing Service Providers Are Stepping Up to the Challenge

Published November 4, 2010

To send timely messages, marketers must have a clear understanding of the customer’s situation so they can generate the best event-based marketing activity. This is where something called trigger-based marketing comes into play. Trigger-based marketing works on the premise that you communicate with your customers at the precise time when they have a high propensity to purchase. This article provides information on two companies (RT Associates and Associates International) that are stepping up to the challenge of trigger-based marketing.

Pulling the Trigger: Bringing the Right Message to the Right Person at the Right Time

Published October 28, 2010

While marketers are doing a better job at getting the right message to the right person, it is becoming increasingly important to send that message at the right time. Sending timely messages requires marketers to have a clear understanding of the customer’s situation so they can generate the best event-based marketing activity. This article discusses the concept of trigger-based marketing and also provides some examples of common triggers.

Lessons from a Visionary: An Interview with Mike Panaggio

Published October 21, 2010

A visionary leader anticipates challenges and growth opportunities before they happen, positioning people to produce extraordinary business results. Real visions can lift organizations into the higher realm of new possibilities. In some ways, true visionaries spread the seeds of their visions so that those possibilities might take root in their organizations. A few weeks ago, I had the opportunity to interview DME Founder Mike Panaggio. This article outlines Mike’s predictions about the future of the communications industry.

Marketing and Innovation: A Lesson from Peter Drucker

Published October 14, 2010

Peter Drucker, the father of business consulting, stated that the business enterprise has only two basic functions—marketing and innovation. This article discusses how print service providers can leverage Drucker’s advice to improve their businesses. It also provides real-world examples from DME, Sandy Alexander, and the University of Iowa.

The Attendee Perspective: Why They Were at Graph Expo

Published October 7, 2010

Over the past several years, trade show attendance has declined due to economic downturns. Organizations are trying to do more with fewer people, which makes it all the more difficult to get away from the office to attend an event. Much of the product information that we used to get from trade shows is now available at your fingertips via the Internet. Barb Pellow took the opportunity to ask a number of people why they were at Graph Expo 2010 and to determine their specific areas of interest. The message was that attendees came to learn, listen, and network.

Graph Expo: Seek the Solutions that Deliver Change

Published September 30, 2010

Graph Expo 2010 (October 3-6 at McCormick Place South in Chicago, IL) represents an opportunity for print service providers to re-evaluate and re-assess their businesses. While this year’s event will certainly feature exciting equipment upgrades, enhancements, and new digital and traditional devices, savvy service providers will focus on solutions. This article provides an overview of just a few of the announcements that are designed to help service providers reduce their costs or grow their businesses.

Reaching Consumers in the "Always On" Era

Published September 23, 2010

The number one challenge that today’s marketers face is reaching consumers. Seismic shifts have dramatically altered the landscape, and marketing executives are entrenched in an industry that is markedly different from what it was just a few years ago. Shifts have occurred in how, where, and even if customers are receiving specific messages. This article considers how communication has evolved and discusses the cross-media marketing opportunity.

Digital Packaging... When Quality Counts

Published September 16, 2010

Few management philosophies have influenced the business world as widely as quality management. Quality management is designed to tap the potential, abilities, skills, and knowledge of the workforce. The quality revolution claimed many names in its heyday, including Total Quality Management (TQM) and Continuous Quality Improvement (CQI). The most widely known quality expert at the time was Dr. W. Edwards Deming. This article discusses how Mid-York press evolved by embracing Dr. Deming’s quality management philosophy.

Books Are Going Mobile!

Published September 9, 2010

Although there has been a lot of buzz about devices like the Kindle and the iPad displacing printed books, savvy publishers have identified opportunities for making printed books more interactive. This article discusses the concept of incorporating QR (quick response) codes in books, provides examples of publishers that have already begun doing so, and highlights the market opportunity.

Mobile Meets Outdoor Advertising and Signage

Published September 2, 2010

Thanks to the internet and smart phones, as well as tools like QR codes and text messaging, one of the oldest ad media is becoming interactive. In her current article, Barb Pellow explores the interactive features that many companies are using to enhance their billboards and outdoor signage. She provides many real world examples that range from educational to purely promotional.

Consumer Packaged Goods - Blending Mobile and Print to Drive Business

Published August 26, 2010

Due to the growing significance of electronic media, packaging is being integrated with mobile technology to drive sales. Consumer Product Goods manufacturers are beginning to incorporate mobile messaging into their packaging graphics and print advertisements to engage consumers. This article discusses why it makes sense for marketers to incorporate mobile messaging into packages. It also provides examples of companies that are currently engaging in this practice.

New Media... More than Hype!

Published August 19, 2010

Marketing has evolved, and today’s marketers must use both new and traditional media channels to effectively engage their customers and prospects. It’s time to get rid of the gimmicks and utilize technology effectively. This analysis discusses how Hotels.com leveraged new and traditional media to drive results and improve its bottom line.

SMS Text and Print… Reaching On-the-Go Consumers

Published August 12, 2010

SMS text messaging has emerged as an effective and measurable engagement tactic that marketers can use to power a variety of programs targeting sales, loyalty, and brand awareness. The nearly universal reach of text messaging makes it a tremendous platform for reaching and engaging on-the-go consumers. This article provides examples of marketers that are using a mobile call to action to establish a digital opt-in relationship with their existing customers and prospects.

Print and Mobile… Better Together

Published August 5, 2010

Mobile media devices have become a primary source of portable media from which we can obtain information and communicate. This article highlights some recent examples of companies that are combining print and mobile technologies to create added value.

Lean and Mean: A Case Study in Remaining Competitive

Published July 29, 2010

Today’s printing environment is seeing shorter production cycles, diminishing run lengths, and an increased emphasis on versioning and variable data. The ability to respond quickly to varying customer demands requires the use of manufacturing production techniques and systems that can be reconfigured on the fly. This article discusses the lean manufacturing techniques that printers might utilize in today’s marketplace. It also provides background on RT Associates, who implemented lean manufacturing in 2008.

Hitting the Bulls-eye with Target Marketing

Published July 22, 2010

Today’s successful print service providers are finding was to target the consumers that truly need and want their services. Your target market is the bulls-eye at which you want to aim all of your marketing efforts. This article discusses the benefits of target marketing, considers different strategies, and highlights a few companies that are successfully targeting certain markets.

Market Positioning (or Re-Positioning) in a New Media World

Published July 15, 2010

Print service providers have historically not spent a lot of time positioning—much less re-positioning—their firms. During a prolonged recession, however, the business approaches that worked during a healthy economy will often become ineffective. When this happens, it becomes necessary for a firm to change its positioning. This article offers an overview of the strategies that print service providers can use to reposition themselves and also provides key examples of vendors that have effectively transformed their businesses.

It’s Time to Revisit your Marketing Plan

Published July 8, 2010

Rather than focusing on cost cutting measures, aggressive firms are now seeking revenue growth opportunities to improve their bottom lines. The starting point in this process is the creation of a good strategic marketing plan. This document outlines strategies for revisiting your marketing plan and also explains why now is the perfect time to make a change.

Articles by Barb Pellow