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.
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.
If you haven’t already checked out Twitter and created a profile, what are you waiting for? Twitter is an excellent micro-blogging platform for you to spread the word about company news, special events, discounts and more. Want to connect with prospects? Want to display your expertise? In 140 characters or less you can “tweet” tips,… Read More »
Many of us are still really commercial printers that are selling more services such as design, digital, mailing, and fulfillment, and aren’t ready to be Marketing Service Providers or Cross-Media Publishers. What do our sales reps do now?
By T. J. O’Hara Remember me? The industry heretic? The guy who’s not willing to accept that fact that margin erosion can’t be overcome? Heck, if you’ve read the political satire in my blog and books, you know that I even think our current political process can be fixed. Talk about being an “eternal optimist!” … Read More »
By T. J. O’Hara The Common Sense Czar As an executive consultant, my second favorite Shakespearean line is “To be or not to be: that is the question” … because it covers so much ground in the “hamlets” within which our businesses reside. As a political satirist, my favorite line comes from King George, VI: “The first… Read More »
Marketing and digital technologies are creating a new set of business development rules for the evolving service provider. Today the advanced supplier is selling their services at the senior marketing executive suite where strategy, decisions and budgets originate. The advantage of being at this level is the service provider can be six months in front… Read More »
Most commercial operations (print, mail, and fulfillment) are sitting on top of unrealized revenue somewhere in the vicinity of 50% of their current business volume. Chances are that a six million dollar operation has an additional three million dollars of untapped revenue potential within their existing customer base. While there are many sources or channels… Read More »
A savvy service provider that leads with opportunities centered on marketing technologies and logistics can introduce concepts such as “customer centricity”, interactive dialogue, relevancy of follow through, automated nurturing cycles, integration of cross media, and measurement in such a way that attracts the attention of the senior marketing executive in a high percentage of sales calls.