Web-to-Print: Selling from a User’s Point of View

By on October 3rd, 2014 - 2 Comments

It seems that I’m seeing user stories about Web-to-print everywhere recently. I’ve written here about best practices, the most important of which, I have argued, is getting the user buy-in. At Graph Expo, I attended a press conference by CHILI Publisher, and one of the elements of the conference really struck me. It was the…

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Stop Marketing and Start Selling.

By on October 1st, 2014 - 1 Comment

When it comes to marketing your business, always keep in mind one simple fact: your customers want you to make their lives better. Whether in business or outside of it, your customers are looking to you to improve their life in some way. Does your marketing clearly let them know how you can do just…

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It’s Not About Feeds and Speeds Anymore: It’s What’s Behind the Press

By on September 30th, 2014 - 2 Comments

After three days at Graph Expo, attending press conferences, seminars, and lunch and learns for the show daily, I am heading home, but a mechanical issue on the plane has left us sitting on the tarmac for an undetermined amount of time. As I sit, I am playing with the question, if I were to…

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The Future of Print

By on September 29th, 2014 - 1 Comment

Everyone has an opinion about it. But we’re most interested in what the people closest to the action—owners and managers of companies that print—have to say. So last month we launched the Future of Print Survey. Early results are in. Among the key numbers: • 53.9% expect the total demand for print (all products, all…

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Web-to-Print: Just One Best Practice Worth Talking About

By on September 25th, 2014 - Comment

What are the best practices in Web-to-print? I’ve spent the last month researching, reading case studies, listening to Webinars, and doing a lot of mulling, I have finalized my list. In “State of Web-to-Print: 2015,” I have 11 of them. But I’ve decided that only one of them really matters. Have a strategic plan to…

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Digital Print Can’t Carry Customer-Centricity All by Itself

By on September 23rd, 2014 - Comment

A new survey from The CMO Council, “Mastering Adaptive Customer Engagements,” offers interesting insight into the issue of customer-centricity, or how well focused a company is around its customers. Customer-centricity is interesting because it’s more than just a 360-degree view of the customer, a term we associate with big data. It’s different from personalized interaction…

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Growing By Diversifying Into Signage

By on September 22nd, 2014 - 1 Comment

There is no question that our quick print or small commercial printing businesses are changing. The way we manufacture is changing as the shift from offset to digital continues possibly at an increasing rate. Client buying patterns, the products they buy and the services that they rely on us has also changed dramatically. Everyone is…

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Want Web-to-Print business? Attend a MARKETING conference

By on September 19th, 2014 - Comment

Available on the What They Think Webinar archive is a Webinar titled “Web-to-Print Is So Yesterday.” It’s fascinating, and if you haven’t seen it, I highly recommend it. The speakers are from The Toro Company and LifeLock, and both talk about their reasons for investing in their own W2P solution, how they came to make…

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Photo Book

By on September 17th, 2014 - Comment

Back in 1993, I took a series of multimedia courses at New York University, learning programs that no longer exist to develop interactive content for media that became obsolete even before the courses ended (remember the “interactive CD-ROM”?). So it goes. One of the classes I took taught a program that does actually still exist:…

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Should an M&A Outreach be Done by the Client or by Outside Professionals?

By on September 17th, 2014 - Comment

Very often a client has identified 7 to 10 potential companies that they wish to reach out to for prospective acquisitions. Usually they are competitors or companies that a vendor has identified as possibly being up for sale. I tell my clients that they are much better off having an independent third party do the…

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How to Execute a Strong Integrated Marketing Campaign

By on September 17th, 2014 - 1 Comment

Executing a strong integrated marketing campaign for any business or brand is essential when trying to grow an entity or expand its overall reach. Knowing how to properly craft marketing campaigns to reach specific a specific audience is a way to successfully advertise your business, brand, or message to any set demographic you have in…

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High-End Digital Print: What Does It Take to Get It?

By on September 16th, 2014 - 8 Comments

What does it take to produce consistently high-quality pieces on a digital press? Not just solid commercial-quality work, but output that consistently meets the most demanding client expectations? Lately, I’ve been doing a series of interviews with high-end digital printers asking this very question. Here is what I’m hearing. Please chime in with your own…

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The “Print is Dead” Objection

By on September 15th, 2014 - 2 Comments

If you Google the question, “What percentage of email is SPAM?” the answers range from a minimum of 88% to a high water mark of 94%. That is incredible when you think about it. I don’t have a grasp on the number of emails that I receive, but I know that when I come in…

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Friday Fun — Would You ‘Just Print It”?

By on September 12th, 2014 - 2 Comments

Every now and then, you get a piece of direct mail that makes you go, “Did they really do that?” Here is a piece my husband received in the mail yesterday. It’s an invitation to attend a seminar on infrared technology. But from the inappropriate use of silly, cartoon characters to promote a serious topic…

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Feeling Like An Underdog? It Might Be A Good Thing!

By on September 12th, 2014 - 1 Comment

It’s easy to understand why so many feel like underdogs in our industry. Challenges seem to exist wherever we look. We often feel like David getting ready to take on Goliath. Well, take heart because Malcolm Gladwell is providing us “underdogs” with reasons to think differently in his most recent book, David and Goliath – Underdogs,…

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