Hello! Welcome to Part I of my series, a reflection of my new book, “Business Transformation: A New Path To Profit For The Printing Industry”. This is the first installment in a nine part series, chronicling some of the major highlights of the book, and how they can aid and assist your business into pushing forward into the new digital age.
I wrote this book because I believe printers have so much room to grow to stay ahead of the curve and ward off some of the pitfalls that traditional printers face in the 21st century. Since 1996, I have been offering integrated marketing solutions to the printing industry, and the time has come that all printers need to be jumping on board. This book isn’t meant to be a tool for you to buy my company’s products, it is simply an outline of what you can do to update your business.
When I first sold my marketing solutions, I got a lot of flak. “You don’t understand my business,” is something I would hear on my first sales calls. “I’m a printer,” they would say, “I don’t offer marketing services.” And then my favorite, “The internet is a fad.”
So needless to say, it took some time and some perseverance to break through.
It was important to spread the idea of change, and understand the time it would take for this idea to set in. And once a few printers saw the benefit, things became much easier. But there are no guarantees. Just by saying you are a marketing services provider doesn’t mean you are going to just be a different business overnight. There is a process to how you acquire customers, how you retain them, and everything in between. Rome wasn’t built in a day, and neither will your reformed printing company. Offering marketing services is a fundamental change in what you do. It’s not a transactional change like a mail and fulfillment company would see. You need to fully embrace the change of what being a marketing services provider brings.
I offer some specific company case studies in this chapter, and how they have made the leap to a full blown marketing service provider. They handle it in different ways, one handles everything in house, and one contracts out a company to “fill in the gaps”. Either way, it works for the respective company.
And when you decide to change over your printer, what about the name? There is a lot to consider here. You don’t want to alienate your loyal brand followers with a new name, but you also want to reflect your new services and the company’s intentions for the future. Be cognizant of the changes you make, because once you say you are offering new services, you better be able to deliver.