When Art Litho President Pat Crowe saw new and different kinds of competition enter her Baltimore, Md., marketplace, she knew that her 60-year-old commercial printing company needed to expand its offerings to customers.
"We're now competing against different companies, like fundraising organizations, for example," said Crowe. "Our capabilities gave us an advantage over other print and mail shops, but the marketplace is changing. It's more and more about data, and targeting campaigns more effectively."
Crowe saw the growth opportunity in the digital printing and variable-data services she already offered, but Art Litho needed a partner that could provide the data mining and analysis services her customers needed to maximize the value of every campaign.
A longtime customer of KODAK Products and Services, Crowe found a ready-made solution in KODAK MARKETMOVER Managed Campaign Services. Print service providers like Art Litho can use this program to get the necessary support to bring to market and sell data-driven, multichannel direct marketing campaigns to their clients.
Kodak has assembled a team of experts to provide marketing-related consulting and customized KODAK Solutions. These experts bring extensive knowledge in data analytics, marketing, and marketing science that enable print service providers to deliver multichannel campaigns that differentiate their business and build customer loyalty.
Using Managed Campaign Services, Art Litho can present a full-service marketing solution to its customers, while attracting new customers with this significant competitive advantage over other print service providers.
"The idea is that you take your client's data and analyze it, and reveal to them information about their customer that they didn't realize," said Crowe. Then together with the client, you can focus the campaign around this insight."
"It's important for print service providers to establish deeper, more sticky relationships with their clients, but they don't always have the marketing and quantitative expertise to take their services to the next level," said Stuart Grossman, Service Line Lead, KODAK MARKETMOVER Business Advantage Solutions. "That's where we can really help. We can act as an extension of their expertise and bring in the right support staff to round out their service offerings."
MARKETMOVER Solutions consultants work with printers to identify the strongest candidates among existing clients, then help to market and deliver value-added marketing services. This helps printers move toward new account acquisition while minimizing their resource and capital investments.
"Early results have demonstrated a great deal of customer interest in Managed Campaign Services. It puts us in a different competitive marketplace," said Crowe. "We're definitely getting into prospects we haven't gotten into before. In the past we said, 'Here's a way to revise your piece to save on postage,' but now we can give them marketing advice about testing different approaches."
Already, Art Litho can report increases in business as a result of this consultative approach.
"Because we came in with this solution, we won some print and mail campaigns," said Crowe. "We had one customer who did not have the data for a full, managed campaign, so we said, 'Let's do a campaign to accumulate the data.' It's getting us in the door with more prospects-getting people to listen to us."
Art Litho also credits their core business success to the optimized production platforms enabled by their KODAK Workflow Solutions that include KODAK PRINERGY CONNECT Workflow, KODAK INSITE Prepress Portal with Rules-Based Automation, KODAK Platesetters, and KODAK TRILLIAN SP Plates.
Kodak is a global advisor and provider of integrated services to help companies transform and optimize their businesses. Through a network of service professionals in 120+ countries, Kodak provides technical, professional, consulting and managed services to enable customers to focus on growing their businesses, maximize productivity, and more effectively manage risks. All KODAK Products and Software are backed by KODAK Service and Support. To learn more, visit www.graphics.kodak.com.