Quick Printing

APR 2014

Quick Printing is the only business resource serving the quick and small commercial printing niche in North America. Quick Printing is the authoritative source for business information, emerging technologies, shop profiles and management insight.

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16 Q U I C K P R I N T I N G / A p r i l 2 0 1 4 w w w. M y P R I N T R e s o u r c e . c o m products and/or services are right for the recipient. Data also can help with identifying the right time, as well as the right medium to use when connecting with a customer." Judy Berlin, VP of Marketing at XMPie (a Xerox company) also sees growing interest. "Our customers are very inter- ested in one-to-one marketing because they recognize the high value of lever- aging data to communicate effectively with their audiences, increasing Return on Marketing Investment (ROMI), and gaining deeper customer insights and improved customer relationships," Ber- lin added. Ready for prime time? According to Jordan-Smith, those who are not adopting one-to-one technolo- gies are still struggling to understand what services their end-users need. He said that despite a strong desire to deliver these marketing services, there are barriers such as the lack of a well- crafted strategic plan. "As a result, we are delivering extensive training and professional services, depending upon the customer needs and scale. We offer support that helps with everything from how to go to market, developing business models, sales compensation, and training. "Another barrier to long-term success focuses on growth," he noted. "Growth can happen quickly…with end-users demanding one-to-one across multiple channels like mobile and Web and ask- ing for meaningful analytics to refine campaigns. This is a major transforma- tion, and it's important to note that even the most successful have struggled with this at the start." Sweeney pointed to the importance of being able to manage and analyze data, especially across multiple formats. "The biggest area of concern is in regards to data and being viewed as a solutions provider," she said. "These concerns range from where to get the data, how to manage the data, and making it affordable. The challenge for graphic arts providers, including quick printers, is being viewed as a source for compa- nies and/or organizations. It is impera- tive for any graphic arts provider to start with one of their best, most successful one- to-one marketing programs, docu- ment it, and share that success among other customers. However, they first need to ensure they have the infrastruc- ture and resources—technology, data solutions, sales/marketing materials—to deliver one-to-one programs." "The first step to designing a one- to-one marketing program is having accurate data," said Berlin. "Often, for those new to the industry, managing and utilizing data is a daunting pros- pect. However, only through targeting the correct prospects, learning their pre- ferred communications channels and brand relationship, and offering them something that is personally relevant to them, can a campaign succeed." Noting that budget can also be an issue especially in cross-media cam- paigns, Berlin said that today's technol- ogy is more affordable and the return on investment "of a well-executed, one- to-one campaign is much higher, which makes it a much smarter investment." Help is at hand Like most of today's major digital technology vendors, Konica Minolta, Xerox, and XMPie offer a variety of edu- cational tools and tutorials. "We offer everything from online tutorials to one-on-one trainings with field support analysts to onsite con- sulting and professional services that help our largest customers with complex campaigns," said Jordan-Smith. "The technology moves rapidly and we rec- ognize that this requires continuous training not only of our analysts but also to our customers. If our customers are successful, we will be too." "Xerox has a variety of materials to support customers in our ProfitAccel- erator Business Development Resourc- es Collection," according to Swee- ney. "With more than 100 resources, including our Clearly More Personal Image provided by Konica Minolta. Sample of a multichannel flowchart. QP_14-17_0414 OneOneMarketing.indd 16 3/18/14 3:47 PM

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