Joe Manos is an Executive Vice President with MindFire Inc. He brings TheDigitalNirvana over thirty years of experience in virtually all operational components of high tech companies and expert perspective on providing integrated business solutions to the Graphic Arts community, as well as Corporate Enterprise Clients.

An experienced entrepreneur, Joe has helped build three Software-as-a-Service (SaaS) technology companies, from the ground up into industry-leaders one of which earned INC500 status the last two years.

Ed was a Founder, President and CEO of the industry leader in On-Demand Delivery Services (hardcopy and e-books) to the Book Publishing Industry. He is a published author of a book titled The Loyalty Payoff, and is a frequent speaker at professional conferences. Ed received his BS in Electrical Engineering from Temple University and MS in Electrical Engineering and Computer Science from Drexel University.

I just returned from the PODi 2011 AppForum in Las Vegas.  It was a great event and my colleagues and I had an opportunity to meet with many of our customers in addition to many Print Service Providers (PSP’s) trying to find the “silver bullet” for new revenue growth. During my flight home I was thinking…

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According to an October 2010 InfoTrends in-depth study entitled Capturing the Cross Media Direct Marketing Opportunity, the study reported a shift toward not only using more electronic and online marketing, but also more channels. The survey results indicated that marketers are using an average of 2.7 media channels per campaign. Another revealing data point was that 53.1% of marketers are using 3-5 marketing touches per campaign! This data clearly illustrates how quickly marketers are evolving their tactics to leverage the improved results of more personal and relevant communication across multiple touches. Study data indicates that 55% of marketers today don’t have a “formal” tracking and measurement program in place. The number one reason is it is difficult to accomplish and they lack the resources to get it done.

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Many companies acquiring new solutions fail to develop a comprehensive plan before going to market. They go right from training on the solution into the field with exactly the same approach that they used for their traditional offerings. This is a doomed approach. With that in mind let’s discuss the new skills for new services that are required for success with a new solution.

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We are currently experiencing a dynamic shift in the print industry which is creating a number of implications for all service providers. Cross Media and Web-to-Publish services will impact traditional printing and Web-to-Print. Businesses will form partnerships or acquire the new skill sets to participate in data analytics and behavior modeling. No service provider will be successful if they can’t quantify and communicate their value proposition and provide the ability to measure their effectiveness for their customer.

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As our industry continues to evolve as a result of internal and external factors one message is clear – Evolve or Die! A service provider cannot afford to remain static and continue to offer the same services if they expect to grow their revenues in a world where customer needs are changing at a very rapid pace.

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