Is It Time to Re-evaluate Your Printing Services?

Today’s printers can provide many services beyond traditional marketing materials, yet many of the vast resources available are underutilized by clients. The reason why is fairly simple. Most organizations measure printing services based on their own past experiences. Most forward-thinking printers have long since abandoned the title of “printer” to embrace a wider range of digital marketing services. The greater variety of services enhance clients’ print products with support designed to generate response, collect client data, profile client and potential client behavior, and develop lines of ongoing communication that enables the business to adjust their messaging and targeting. They also have amazing tools that allow and promote decentralized ordering of materials while protecting brand management.

Most of these services enhance a business’ overall marketing strategy and tactics. As such, executives should work with an intermediary to guide them towards an enhanced relationship with their printer’s “sales representative” that moves beyond the latest printing orders towards an opportunity to integrate additional services into their overall sales strategy.

Here are the types of services offered by many “Digital Marketing Partners” that companies may want to consider integrating into their sales strategy:

 

  • Creative Partnering

    • Graphic Design
    • Brand Consultation and Logo Design
    • Concept Development
    • Print Ad Placement

  • Online Marketing

    • Web Design
    • Custom High-Converting Landing Pages
    • Custom Dashboard and User Experience Design
    • Personalized Voucher and Email Programs
    • Social Media Graphics
    • Custom Phone Tracking

  • Direct Mail Service

    • List Management
    • Response Analysis
    • Targeting/Retargeting

  • Decentralized Print Management

    • Internal Ordering System
    • Inventory Management Tools
    • Brand Management Tools

Executives can take steps to enrich the services provided by a supplier by reviewing their digital service needs as well as their incumbent supplier’s ability to deliver such services. Throughout the process, an executive should determine if a supplier’s offerings ensure brand continuity across all departments while also streamlining marketing efforts and improving end results. 

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