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changes and offer consumers forward-thinking solutions to
deliver their 'image.' This requires a true partnership with con-
sumers to better understand their markets.
QP: What do you consider the greatest asset to be for the
industry right now? Why?
JO: The strategic use of data to understand your client's goals.
Ironmark uses analytics to develop marketing strategies that
are supported by our in-house services. From concept, to web
design, print and promotional items, we can formulate a solid
plan to meet customer's goals. We find it to be very exciting to
see the power of our campaigns and their reach. The analytics
create a baseline for the customer to review and our team to
re-engage.
QP: In your opinion, what have been the biggest changes
to the way we communicate with one another in the past
few years? How would you recommend this industry take
advantage of that?
JO: Electronic communications play a huge role in our daily
lives and companies see its power as a marketing tool. It's excit-
ing to be able to develop print to drive these marketing touches
along with SEO [search engine optimization] and mobile
marketing. These electronic communications create a different
selling opportunity than traditional printers are used to. Tradi-
tional printers should embrace the extra 'value added' sale and
maximize the returns for their customers.
QP: Looking ahead, what major innovations or technolo-
gies do you believe will shape the future of the industry?
Why?
JO: What I'm most excited about is the integration of print
and technology. For instance, augmented reality and mobile
marketing allows consumers access to information and products
they have a true interest in, quickly. Marketing can then be
highly targeted to these consumers using personal 'one-to one'
information that drives sales and allows companies to spend
their marketing dollars more effectively. The possibilities are
limitless.
QP: What is the biggest piece of advice you would give to
printers and others involved in this industry?
JO: It's about people -- it's NOT all about the product, and
always lead by example. Thirty years ago you were only as good
as your best pressmen. Today's technology has leveled that play-
ing field considerably, so you need to offer more. You need to be
stay focused on the customer and your team. Customer-focused
companies thrive on understanding the customers' needs, the
ways they can exceed those needs, and fostering that long-term
relationships. There's the added value.
Your team is equally as important. People dedicate a large part
of their week to their careers so the time they spend working
needs to be rewarding both personally and professionally.
So, roll up your sleeves! Don't be afraid to get dirty! Listen to
your people! A great leader will always set their title aside to help
create opportunities within the team and for the organization.
QP: Is there anything else you would like to share with
our readers?
JO: I love printing. We should be proud to be in this industry.
Printing has taken a lot of hits, but it has unbelievable opportu-
nities for success. As technology evolves, even more opportuni-
ties present themselves; you just have to be open to recognizing
those possibilities and having confidence in your instincts and
your team. ◗◗
For more information, visit MyPRINTResource.com/10987461