It takes more than producing a great print job to stay on top. It takes perseverance. It takes knowledge. It takes a little thing called the Internet. If you aren’t familiar with the mechanics of personalized URLs and other types of Web-landing solutions to create interactive conversation, you might be in trouble, noted Pat McGrew, data-driven communications segment evangelist, for Rochester, New York-based Kodak.<\/p>\n
“Printers come in many shapes and sizes, and each variation has its own challenges,” she said. “Today, they need to be able to have conversations with their customers about using data-driven triggers to create more personalized and targeted content.”<\/p>\n
The multifaceted nature of the Internet has changed the landscape of the print industry over the past decade. Printers on board are finding great success with this powerful tool. “For those who have embraced it, an Internet-based model for business development, customer acquisition, bringing jobs on board and customer support can add efficiencies and grow customer satisfaction,” McGrew stressed. “The big changes over the past decade are the number of ways that a customer can interact with a printer using the Internet.”<\/p>\n
For instance, she explained a customer located in South Florida can search the Web to find a printer who specializes in the type of printing it needs, even if that printer is headquartered in North Dakota or Arizona. In addition, with just a few clicks of the keys, printers can search for supporting service providers outside of their local market and foster a working relationship. And the more sophisticated Internet users can master real-time customer job tracking and customer service.<\/p>\n
McGrew continued, “In essence, the Internet has provided the print industry with a great infrastructure. The challenge is to find ways to use that infrastructure to differentiate product offerings and grow market share.”<\/p>\n
Social media is another Internet-related tool causing quite the buzz. Think Facebook, Twitter and even MySpace (although the latter is losing momentum to the former). There also are more print-specific sites like CCC Today, Printer’s Lounge and the forums on LinkedIn, according to McGrew.<\/p>\n
However, she cautioned that not every printer is in a position to dedicate an exorbitant amount of time to monitor activity on Twitter, update and acquire more fans on Facebook pages or participate in online forums. But that shouldn’t necessarily deter printers from delving into this type of technology. “Like any new platform, it is a customer communication channel that requires some thought,” McGrew said. “It takes time, effort and interest. But that doesn’t mean that it should be avoided. On the contrary, social media lends itself to lurking, and that can be a good start.”<\/p>\n
She encouraged printers to take a few hours on a Sunday afternoon to investigate and navigate Twitter. Check out which of your competitors are utilizing social media and find out which of your customers are participating as well. McGrew instructed printers to do the same with the online forums. Depending on your results, now might be the time to sit down with your sales and marketing team to devise a plan to become involved.<\/p>\n
And don’t make the mistake of thinking social media is just another fad that will disappear. If anything, new forums and tools will surface and it will turn into a game of staying current and consequently on top. “Social media in some form is here to stay. The platforms will continue to evolve, but the conversation has begun. As in all things, the best defense is a well considered offense, so this is a good time to get educated,” McGrew added.<\/p>\n
Printers also have to make sure they have something intelligent to contribute to the conversation online. Research a variety of print technologies “from offset to toner to inkjet, and the color management challenges each offers,” she urged.<\/p>\n
McGrew went on to say that it simply isn’t enough to understand just how variable data printing works, for example. She offered the following tips and strategies for printers to consider: “For any printer, the first order of business should be to audit the current capabilities and assess them against their competitors with respect to the market they want to serve. What are the strengths and where is the work to be done? What processes are based on old requirements that have faded away with time, and what efficiencies can be gained by re-working the color management, workflow and other supply-chain issues? These are things any printer can do today.”<\/p>\n
Now that you are equipped with the knowledge to forge ahead into an Internet-based marketing strategy, it is your decision to create a future either based on the troubles of the past 10 years or one filled with promise and positivity. Click away, we dare you.<\/p>\n","protected":false},"excerpt":{"rendered":"
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