Discussion

By Mark Geeves on Dec 15, 2022

Gee and Warren,

Love the topic and the message from this video! Printers are involved in more marketing campaigns but very few of them have their own in place.

Merry Christmas,

Mark

By Gee Ranasinha on Dec 20, 2022

Thanks Mark.

With the exception of a few (very few!) outliers, the quality and effectiveness of marketing output from most printing companies is little short of embarrassing.

Is this because print business owners don't consider marketing as being an intrinsic part of the value creation process?

Or is this due to printers appointing 'marketers' who have little experience or education about the true role marketing plays within the business?

We can debate how and why the industry has reached the point it has. Print business owners need to take an introspective look at their existing demand generation and revenue capture processes. That means reviewing every part of the organization, and (re)considering marketing’s contribution, responsibilities, and measurements of success.

To quote Stephen Covey, “if we keep doing what we're doing, we're going to keep getting what we're getting.”