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Inflating Web To Print

February 17th, 2015 - Posted by Ellen Hurwitch, Director of Operations - The Americas

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As I sat listening the other week to “Deflategate” and the question of the footballs at the NFL playoff not having enough air, I was disappointed at the finger pointing. It went from coach to player to the equipment handler. And I thought, you know, it’s time to inflate web to print. Many times I have heard that “the boss bought this software” and left it to the sales people to figure out how to sell it and they, in turn punted it to the internal team of users to figure out what it’s about and what it’s good for.

The print buyer today is not just about buying print. The position has morphed into a multifaceted job, which includes either strategic sourcing and logistics, or one where the buyer is also involved in marketing through digital and/or social media. Print buying per se has become a part of a larger position. According to the UK publication, “Print Week”* “The average marketer buying print is now probably 27”. These new print buyers are millennials, more comfortable with computers than with social interaction. They like to buy their print online. They like the ease of use and the ability to place their orders at any time during the day or evening.

Which brings me to the fact that print has become a solution sale. This means having lots of options in your tool kit, something that can be adapted to the new buyers needs, which are completely different from the needs of their predecessors.

At the printing company, this information has to be conveyed from the top down. The owners of print companies today need to look for the tools their sales people need to compete in this new world. In turn, the sales people need to learn about these tools so they can share the benefits with today’s print buyers. Sounds easy enough right? But also stated in “Print Week”*, “The average print company boss is 47 to 54”. The new world order has turned everything upside down. It has become the responsibility of the internal team to talk up and show the advantages of web to print. So it could be a very good idea if your internal team talk or meet with one of our account managers.

We can help put together a playbook with the creative and pre-press staff, suggest ideas for demo sites based on your actual customer base. Thus, your internal team can set up storefronts that can be used as a marketing tool for your sales staff. Knowing the basics of the game is a good starting point but there is so much more that can be done with a little knowledge and creativity. Inflating web to print makes a winner out of everyone!

*June 2, 2014 Edition