Column
Printers have new stories to tell about businesses
Joanne Gore
Before you tell yours, make sure you consider these four things.
A new generation of print buyers, with expectations for a true
omni-channel experience, is providing new opportunities for
printers. According to Pricewaterhouse Coopers, by 2020,
the demand for an omnichannel customer experience will be
amplified by the need for nearly perfect execution. One where
each touchpoint is seamlessly connected to a cohesive and
fluid purchasing experience – no matter where they’re
buying.
No longer confined to selling ink on paper, printers are re-
thinking the way they do business. They’re paying attention
to market trends and customer demands for a true omni-
channel experience, taking stock of their resources and
capabilities, and either training or hiring staff to bring their
new vision to life.
Smart print and service providers are investing in new equip-
ment, streamlining and automating operations, and tackling
human error. Their sales team have become trusted print
solutions providers and the customer experience is consistent
and flawless before, during, and after the sale.
whether it’s online, offline, live and in-person or virtual.
Use print in an integrated way
Once you know your story, who you’re telling it to, and where
it will be noticed, you need to get it out there. For printers,
this is a time to shine. Because we know the value of integrat-
ing print and digital strategies to maximize the power of a
message. A recent Canada Post neuroscience study found
that integrating direct mail and digital campaigns created a
10% higher brand recall and 5% more content interest than if
only one channel was used.
Create experiences that showcase the powerful role that print
plays in the customer journey when combined with digital
options like video, email, PURLs and landing pages, SMS,
social and mobile media and so much more. A study from
Vision Critical, a company that gathers and aggregates intel-
ligence about customers, showed that by 2020, customer
experience will surpass price and product as the key brand
differentiator.
Changes that impact your business, from what you sell to how
you sell it, are opportunities to engage with your community
of customers, prospects, influencers and media. It’s a chance
to share your news with the people who matter. With the right
amount of buzz, the experience you create can attract buyers
keenly interested in what you have to offer. For that to happen,
make sure you know these four things. Create an effective call to action
Make the story relevant to your customers Fast-forward 20+ years; to an endless array of choices and
channels that engage your target and create an immediate
reaction. As a result, not only is creating an effective call to
action critical to your bottom line, but so is knowing when,
where and how to best showcase it for maximum exposure
and results.
What you’re launching is not nearly as important as why it
matters. Not to you, but to the people who buy from you. How
will your digital enhancement press impact the life of your
customer? Are you filling an existing demand or expanding
into new markets? Your customers don’t want to know the
speeds and feeds of your new press. They want to know how
you’ll not only bring their ideas to life, but how this new print
solution will make them even better.
Use the channels your customers use
With an ever-growing, ever-changing landscape of traditional
and modern media platforms, applications and tools at your
disposal, it’s important to share your story across the channels
and use the mediums that will get you noticed.
Focus your strategy around your customers and identify
where they do their research, get referrals, reviews and rat-
ings. Take advantage of trade shows, industry and association
events, online and offline meetups, open houses and user
groups. Share your story where your customers share theirs,
42 | October 2018 | GRAPHIC ARTS MAGAZINE
When I got my start in this industry, there were no websites
to send people to, no buttons to click and no QR codes to
scan. Email was in its infancy. From magazine ads to printed
brochures, the call to action was consistent: Contact us. By
phone.
For example, a customer thinking about doing a direct mail
campaign likely won’t respond to “buy now” during the early
stages of research. In fact, making that ask too soon could lead
to them walking away completely. They will, however, respond
to customer success stories, how-to guides and industry
research. Use a call to action everywhere, from business cards
to voice mail, as a prompt to do something right now.
Do you need help telling your new print story? Contact me
today
Joanne Gore is a B2B marketer who’s passionate about print and
has spent the last three decades helping companies of all sizes
achieve business success. Joanne is spearheading the initiative
to help the print industry drive business now, and in the future.
Follow her on Twitter: @joannegore121
graphicartsmag.com