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.

Marketing Services, 2010-Style

Published July 1, 2010

As consumer media consumption patterns continue to change, marketers are shifting their budgets from traditional to new media at a rapid pace. As the budget shift continues to digital media channels, marketers will be seeking partners that can provide expertise in execution. With limited resources, outsourcing is the only choice for many. This article discusses how marketing service providers can capitalize on this opportunity.

Selling to SMBs…Process Automation, Not Print

Published June 24, 2010

The small and medium-sized business (SMB) market provides an exciting sales opportunity for print service providers. For those interested in capitalizing on this opportunity, however, SMB marketing requires a unique selling approach. Treating the non-homogenous SMB market as a single entity will result in failure. This document discusses some strategies that services and solutions providers can implement to successfully reach this complex market.

Your Mobile Marketing Strategy: Where Does Text Messaging Fit In?

Published June 17, 2010

Mobile marketing is becoming a popular segment of multi-channel communication campaigns. With the rise of mobile device users, new marketing opportunities are opening up for marketers and service providers. What is your strategy for participation?

In-Plant Managers Dream in Color at IPMA Conference in Albuquerque

Published June 10, 2010

Barb recently had the opportunity to participate in IPMA’s 2010 Conference themed “Dream Color” in Albuquerque, New Mexico. While there, she interviewed IPMA President John Sarantakos and Past President Debbie Pavletich to discuss the challenges and opportunities facing today’s in-plants. This article considers industry opinions on the issues that in-plants will face throughout 2010.

Value Innovation and the Blue Ocean

Published June 3, 2010

In the international bestselling book entitled Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, the authors assert that a “blue ocean” strategy is about creating uncontested market space by simultaneously pursuing differentiation and low cost. Too many companies are swimming in the “red ocean” of bloody competition, where there is limited room for real growth. This article provides a brief description of some businesses that are seeking their own blue ocean.

You can't manage what you don't measure

Published May 27, 2010

In this analysis, Barb addresses the challenges that marketers face to show how profitable ad campaigns can be. She provides examples of companies that were able to achieve the goals of their current clients, but also measure the success of their ads to strengthen their position in the marketing arena.

Photobooks Meet Facebook

Published May 20, 2010

In this analysis, Barb takes a look at the impact of social networking Websites on printed photos and photo merchandise. She also provides examples of companies that are evolving their methods and creating photo applications for social networks to maintain revenue and attract potential customers.

Photo Merchandise is the Gift that Keeps on Giving... Profitably!

Published May 13, 2010

Photo merchandise items such as photo greeting cards, photo books, and photo calendars have caught the attention of consumers and retailers alike. Consumers like photo gifts because they are thoughtful, emotional, and can take the place of more expensive merchandise. Retailers like photo gifts because they command a higher price than traditional photo prints and represent a growth market. This article discusses how Fullerton Photographics, a photo lab and studio in California, is using photo merchandise to increase its profits.

If You Haven’t Done It, Why Not?

Published May 6, 2010

Production digital printing technology was introduced to the market 20 years ago. The Xerox DocuTech was introduced on October 2, 1990 and its major competitor was the Kodak Lionheart. Since then, a plethora of new products have made digital printing more affordable and colorful. This document discusses six compelling reasons for investing in digital color printing.

2010 CMO Outlook: Intentions and Investments

Published April 29, 2010

This article provides a brief overview of the CMO Council’s 2010 Marketing Outlook to assess the trends in strategic marketing progress and performance, the marketing plans of influential organizations, and the priorities and intentions of industry leaders. It outlines the key goals and strategies for marketers while also discussing the implications for print service providers.

Reynolds DeWalt: Playing in the Blue Ocean

Published April 22, 2010

Instead of dividing up existing (and often shrinking) demand and benchmarking competitors, the blue ocean strategy is about growing demand and breaking away from competitors. This article discusses how Reynolds DeWalt, a cross-media communications company, is striving to do just that.

Mediaware: Making a Difference with Digital Packaging

Published April 15, 2010

Digital printing is the same technology that has been used by commercial printers, in-plant shops, and corporate offices for quite some time. In industrial printing, however, the technology is just starting to transform packaging design; inventory management; and the ability to respond rapidly to changing design, brand management, and regulatory requirements. This article provides a brief overview of how Mediaware leveraged the digital packaging opportunity through an agreement with Microsoft.

The Rapid Adoption of Mobile Technology and the Implications for Marketing

Published April 8, 2010

With the increased focus on interactivity and multi-channel communications, marketers want to integrate online media with documents to enable a cohesive and unified marketing tool. We are beginning to see an increased emphasis on QR (quick response) codes. This article discusses how mobile marketing will take center stage in 2010 and beyond.

Capitalizing on the Photo Merchandise Opportunity

Published March 25, 2010

The new revenue potential within the traditional photo printing market is decreasing, but photo merchandise transforms those digital photos into dollars for service providers. This article provides a brief overview of the current photo merchandise market and includes some recent survey data to highlight the opportunity.

Packaging… The Next Major Analog-to-Digital Opportunity (Part 2)

Published March 18, 2010

Packaging is a key opportunity for the digital printing market. The global packaging industry is still in the beginning stages of adopting color digital printing as a key tool, which means there is big opportunity in digital packaging print. This article explores the top nine drivers for double-digit growth in the packaging arena.

Packaging: The Next Major Analog-to-Digital Opportunity

Published March 11, 2010

Packaging is the material surrounding a consumer item that serves to contain, identify, describe, protect, display, promote, and otherwise make the product marketable and keep it clean. Packaging is also a key opportunity for the digital printing market. This article highlights the opportunities that digital printing technology can bring to this market.

Marketing Communications: Making Customers

Published March 4, 2010

he primary goal of marketing communications is to build awareness of a business, its products, and its position through customer-facing materials such as brochures, press releases, Web sites, and trade show presentations. Marketing communications can transform non-customers into customers or get existing customers to buy more or purchase new products and services. Successful print/marketing service providers have integrated marketing communications that reinforce their messages with target audiences and motivate customers to buy using multiple marketing channels.

B2B: It’s A Social Opportunity!

Published February 25, 2010

Buyers are embracing social media, and the tools and possibilities for collaboration continue to improve. As a result, social media is becoming a critical channel for print/marketing service providers to help buyers find one another and market to them. This article provides a brief overview of some recent social media initiatives and offers examples of companies that are getting into the game.

I Want MY Book!

Published February 18, 2010

The custom book market offers tremendous opportunity for a number of different constituencies, including creative content providers, Web publishing solutions, and print service providers. The combination of more affordable high-speed digital devices, Web-based content and tools, and a desire for personalized content is causing the custom book market to grow. This article highlights examples of two companies (Penwizard and RPI) that are capitalizing on this opportunity.

Your Web Site… It’s Where Prospects Find You!

Published February 11, 2010

Possibly the most important reason that print service providers need to have an active Internet marketing strategy is because of the transformation that has occurred in how print buyers seek information. Yes, customers and prospects still talk to sales representatives, look through magazines, and talk to business associates to gather product information, but print service providers need to understand that customers and prospects are turning en masse to the Internet as their primary knowledge source. More than three-quarters (78%) of adult online consumers in the U.S. made some type of purchase via the Web in the previous six months. According to a survey from Nielsen Online, the top transaction categories are travel, credit card management, and online banking.

Print Service Providers Are Going Social!

Published February 4, 2010

Now that social media has entered the mainstream, print service providers that build the right marketing strategies have more opportunities than ever. A number of savvy print and marketing service providers are getting into the game and effectively leveraging social media to keep the lines of communication open with their customers. This article discusses how companies like Vistaprint and Tukaiz are using social media to drive business results.

Small and Medium-Sized Businesses, A Marketing Services Opportunity!

Published January 28, 2010

Small and medium-sized businesses have a wide range of communications needs. This article discusses the tremendous opportunities that small and medium-sized businesses can represent for print service providers with the right go-to-market strategy.

2010: A Year of Innovation for the Graphic Communications Industry (Part 2)

Published January 21, 2010

This column is the second in a two-part series that provides Barb Pellow's perspective on a strategic direction for 2010. Last week's article discussed techniques for increasing share and adding value in the new year, and this one outlines strategies for product innovation that service providers can use to position themselves as market leaders.

2010: A Year of Innovation for the Graphic Communications Industry

Published January 14, 2010

This column is the first in a two-part series that provides Barb Pellow’s perspective on a strategic direction for 2010. It discusses how print service providers and marketing service providers can position themselves for success in an industry that has undergone permanent shifts and changes.

Reinventing The Print Business Model

Published December 10, 2009

A 2008 Harvard Business Review article, "Reinventing Your Business Model" by Mark Johnson, Clay Christensen and Henning Kagerman states that the secret to maintaining a thriving business is recognizing when it needs a fundamental change. According to the article, “Great business models can reshape industries and drive spectacular growth. Yet many companies find business-model innovation difficult. Managers don’t understand their existing model well enough to know when it needs changing—or more importantly, how to change it.”

Augmented Reality…It’s More than Hype!

Published December 3, 2009

As we look back at 2009, a technology milestone for the printing industry, marketing communications, education, and the media world may be the rise of augmented reality. Augmented reality (AR) is a field of computer science that involves combining the physical world with an interactive, three-dimensional virtual world.

Print Service Providers: Making the Connection

Published November 19, 2009

In today’s economy, print service providers face the same challenges as any other marketers. They must be creative and challenge themselves to push beyond the boundaries of their minds—they must think outside the box for innovative ways of reaching customers and prospects. This requires an effective communications strategy that builds awareness while educating prospects and clients about the capabilities you offer.

Talking to the CMO… A New Language in 2010

Published November 5, 2009

Today’s marketers are operating under a new set of rules. They must respond to a range of new challenges related to new media, changes in consumer behavior, a difficult market environment, and global expansion. With the rules changing, businesses are seeking new ways to market to, communicate with, and reach consumers. The implications of the fundamental shifts in consumer behavior are having a profound impact on marketing organizations and how they are spending their budgets.

Smart Public Relations Drives Business!

Published October 29, 2009

When a satisfied customer tells a friend or business acquaintance about your products and services, you have an immediate “in” with those prospects. The same is true when a publication prints a story about how your business communications services have delivered a return on a customer’s marketing investment or reduced a client’s costs through improved supply chain management. The major difference between the two is that the readership of the publication is likely in the thousands or hundreds of thousands, and this number is hard to achieve through word of mouth.

Mobile-to-Print: It’s Time for Print Service Providers to Figure it Out!

Published October 15, 2009

Mobile devices are the one electronic device that most of us carry at all times. These devices are with their owners for more hours of the day than personal computers, TV sets, magazines, or radios. A recent Synovate survey provided clear evidence of how much people depend on their phones. Three-quarters of total survey respondents—including 82% of Americans—never leave home without their phones, and 36% of people around the world (42% of Americans) go as far as to say that they can’t live without their cell phone.

It’s A Perfect Storm for Marketing Services…and the Boat is Rocking!

Published October 8, 2009

For the past 3-4 years, I have talked about the emergence of the Marketing Service Provider (MSP). This year, the market will see the convergence of three realities that have been building in strength over the past decade. First, today’s consumers are “always on”—they enjoy more connectivity and control than ever before. Second, the media environment has become more complex than any marketer could have imagined a mere 10 years ago. Third, these economic times have created an intense demand to demonstrate ROI. All three of these factors create a perfect storm for MSPs… and the boat is rocking!

Strategic Business Networking: The Key to Survival in a Challenging Economy

Published October 1, 2009

NETWORKING is the single most powerful marketing tactic that can be used to accelerate and sustain success for any individual or organization. Networking is about making connections and building enduring, mutually beneficial relationships. Effective business networking is the linking together of individuals who, through trust and relationship-building, become walking, talking advertisements for one another. Nielsen's Global Online Consumer Survey found that a recommendation was the most important form of advertising. In fact, 90% of the 25,000 consumers surveyed reported that they trusted recommendations from people that they knew. Networking is designed to create “fans” and “friends” that would recommend you to others.

Augmented Reality: A New Reality for Print

Published September 24, 2009

Augmented Reality (AR) is a field of computer science that involves combining the physical world with an interactive, three-dimensional virtual world. This may be a new term to some of you, but augmented reality makes print the ultimate in interactive media. It is perhaps the coolest use of paper I’ve seen in my lifetime, linking print with the technology that most people have on their desks. This might sound like science fiction, but augmented reality is here today.

PRINT 09: People with a Purpose

Published September 17, 2009

Like many of you who are reading this column, I just returned home from PRINT 09. While there was discussion about less traffic and participation on the show floor, my perspective is that people came to this year’s PRINT 09 event with a purpose. Justifying attendance in a difficult economy is challenging. I interviewed several individuals that participated in this year’s show. Unlike past years, these individuals came to the show with very explicit objectives.

PRINT 09: What Tomorrow Brings

Published September 10, 2009

Tomorrow, PRINT 09 opens its doors at Chicago’s McCormick Place. An estimated 650 exhibitors and over 100,000 printers, publishers, typographers, converters, bindery and finishing specialists, prepress managers, desktop and electronic publishers, service bureaus, graphic designers, art directors, advertising professionals, publication designers, catalogue designers, and direct mail specialists are expected to come through the doors between September 11 and September 16. In an industry that is facing tremendous economic uncertainty, attendees are coming to PRINT 09 for more than participation in a tradeshow. They are seeking to discover what tomorrow will really bring.

A Focused Approach… It’s Essential to Growth!

Published August 27, 2009

In today’s challenging economy, a laser focus on the right target market is critical to success. These days, it takes more than leading-edge print and software technologies, products, or competitive prices to be successful. Companies need a focused business-to business-marketing strategy—a way to identify, segment, quantify, locate, and target their most important business-to-business customers and marketing prospects to reach their present and future goals.

Is the Down Economy Fueling a Document Outsourcing Boon?

Published August 20, 2009

Books On Demand: The Book Publisher’s Dilemma, The Printer’s Dilemma and Opportunity

Published August 13, 2009

Not long ago, futurists believed that we would all be reading our books electronically by now—either on a computer screen or on a handheld electronic book. While I have yet to invest in a Kindle, quite a few of my favorite books are available in one electronic form or another. Even today, though, the reality is that I would rather curl up with the processed corpse of a tree than look at one more display screen.

It’s About the Conversation… Not the Campaign

Published August 6, 2009

Over the past five years, my columns have espoused the value of variable data and integrated campaign management. While I continue to be a firm believer in relevant messaging and cross-media communications, I am quickly learning that in today’s wired and social media world, the market has taken yet another turn. Marketers are focusing on the importance of social media, and they will start seeking partners that go beyond integrated marketing campaign management. These marketers are hoping to tap into the conversations that are taking place via social networks as they move from a monologue to a true dialogue with customers. As we move into 2010, the rise of social media will require solutions providers to deliver and support a new concept: Integrated multi-channel conversation management™.

Digital Packaging… The Time Has Come

Published July 23, 2009

Digital press technology for packaging printing and graphics has been around for more than a decade, but momentum is currently building behind end-user investments and hardware developments by technology providers. In today’s market, it is clear that digital package printing represents a recession-proof and profitable market opportunity. With today’s available technologies, the emergence of inkjet, and the needs of brand owners, short run digital technology is truly poised to take off.

Multi-Channel Marketing… It’s Time to Follow the Money!

Published July 16, 2009

Go Vertical… It May Be Your Competitive Differentiator!

Published July 2, 2009

Talking to the CMO: 2009 Is a Whole New (Media) World

Published June 24, 2009

Building a Strategic Marketing Plan in Today’s Economy

Published June 18, 2009

Barb Pellow of InfoTrends talks about the value of Transpromo to Printers

Published June 8, 2009

Print Service Providers…You can Be Social (Media) Too!

Published June 4, 2009

Print is NOT Dead – It is Interactive!!!

Published May 28, 2009

TransPromo… The Key to Touchpoint Optimization

Published May 21, 2009

Digital Packaging… A Recession-Proof Market Opportunity

Published May 7, 2009

It’s Time for a True Sense of Urgency!

Published April 30, 2009

A Picture is Worth a Thousand Words… And It’s Profitable!

Published April 16, 2009

Small and Medium-Sized Businesses… The Pot of Gold at the End of the Recession Rainbow

Published April 9, 2009

Recession Realities: The Year for Digital Efficiency and Effectiveness

Published April 2, 2009

From Monologue to Dialogue… Driving Marketing

Published March 19, 2009

"Look Around" at the Point-of-Purchase Opportunity!

Published March 12, 2009

In-Plants Making the Digital Transition

Published March 5, 2009

Getting into the Multi-Channel Marketing Game

Published February 26, 2009

Multi-Channel Communications: It’s Time to Focus on the Opportunity

Published February 12, 2009

Perspectives from the Marketing Executive: Doing More with Less

Published February 5, 2009

ViaTech: Managing the Print Supply Chain to Support Customers in a Recession

Published January 29, 2009

Customized Communications: Don’t Commoditize, Price Based on Value Delivered!

Published January 15, 2009

Building Your Own “Self University”

Published November 19, 2008

Graph Expo 2008: It’s All About Efficiency!

Published October 28, 2008

Surviving in a Difficult Economy

Published October 15, 2008

TransPromo: Relevant Customer Touchpoints

Published August 27, 2008

TransPromo… It’s NOT Just a Fortune 1000 Solution!

Published August 6, 2008

Direct Mail: The Facts, The Value

Published July 16, 2008

It’s All In the Data

Published June 25, 2008

The Software drupa

Published June 18, 2008

Location-Intelligent TransPromo… An Idea Whose Time Has Come!

Published May 21, 2008

From Consultative Selling to Business Acumen: Being Competitive in Today’s Economy

Published May 14, 2008

It’s Time to Take the Customer’s Temperature—What’s Your Net Promoter Score?

Published April 16, 2008

Mimeo—Expanding Its Marketplace

Published April 2, 2008

Multi-Channel Marketing: XMPie Users “Silence the Naysayers”!

Published March 27, 2008

Web-to-Print…A Misnomer

Published February 27, 2008

Talking to the CMO… 2008 Style

Published February 13, 2008

TransPromo… It's for Real! - Two Success Scenarios

Published December 12, 2007

Marketing Services: Are You Up to the Challenge?

Published November 28, 2007

Success in Graphic Communications: Building a Lifelong Learning Organization

Published November 7, 2007

B2B: It's Multi-Touch Direct Marketing

Published October 17, 2007

Web-Enabled Print Services: Technology Changes Everything!

Published October 3, 2007

GE07: Graph Expo - E-enabling Everything!

Published September 20, 2007

Trans Meets Promo at Graph Expo

Published September 12, 2007

GE07: Graph Expo 2007: A Perfect Storm for Today’s and Tomorrow’s MSP!

Published August 30, 2007

Meeting the Media Selection Challenge: TransPromo is the Answer

Published August 20, 2007

Traditional media spending has declined since 2004, but Internet spending continues to rise with no end in sight. With new technologies emerging, media trendsetters have fallen behind the curve of cultural change. With technology driving such rapid change, it is no wonder that marketing communications have not kept pace.

Meeting the Media Selection Challenge: TransPromo is the Answer

Published August 8, 2007

Tier3 Advertising: Driving traffic for automotive dealers using digital printing and solutions

Published July 18, 2007

Selling 101...A Consultative Process

Published June 13, 2007

The Secret to Multi-Channel Campaign Marketing Success

Published May 23, 2007

The People Chase: Staffing For The Digital Age

Published March 21, 2007

Principles for Building a $100 Million Company - Interview with Mike Panaggio, CEO of DME

Published February 28, 2007

Software as a Service&; Nirvana for the Graphic Communications Firm

Published February 18, 2007

Software as a Service

Published February 14, 2007

Variable Data Isn’t Enough Anymore!

Published January 24, 2007

Growing in 2007; Have You Made Your New Year’s Resolutions Yet?

Published January 10, 2007