Cross Channel Marketing secrets I learned from Print 13

Cross Channel Marketing secrets I learned from Print 13

Print 13 and the Printerverse

Secrets of the print industry from Print 13

Print is an industry that I hadn’t interacted with too much before my time at BestBuzz. As our business model works so well with printed materials, I have been mixing with businesses associated with print more and more.

Whether I am working with Dallas based Graphics Group, or partaking in the highly active #PrintChat every Wednesday between 3-4pm CST, I am starting to get the feeling that not only do printing folk provide a very important service that we sometimes take for granted, they may also be the one of the funniest and affable group of people I have worked with to date.

Print 13 Chicago September 8-12th 2013

Print 13 was a held in the windy city of Chicago, September 8-12th 2013. Sadly, I was unable to attend the event, but I knew that this huge gathering of print experts from around the globe was a pulse I wanted to keep my finger on. Thankfully, Print Media Centr  had created the Printerverse,” which, with the aid of Livestream became a  friendly hub of learning for me and other people who were unable to attend the event. (Deely Boppers were optional.)

You are no longer a printing company

My stand out revelation had to be the discussion from the MARKET YOUR PRINTING COMPANY! panel. The cross channel marketing experts were pleasantly moderated by Mary Beth Smith.

In the MARKET YOUR PRINTING COMPANY panel Howard Larsson, Tim Hendricks and James Michelson introduced me to the previously unknown phrase of cross channel marketing. The statement, “You are no longer a printing company, you are a communications company” really got me excited and made me realize that opportunities for up-selling print to their customers is an exciting proposition for printers.

Jim Michelson followed this up by saying that “soft touches become hard sales tools,” meaning that interaction from your simple direct mail piece can open up a new world for print customers. Now printing companies can show customers how their print is received and acted upon by their target audience.

Tim Hendricks went  further to say, “Your interactive component may create a better response from your print.”

Are you a MSP?

Printers are not only a communications company but to be competitive, they now need to become a marketing service provider (MSP). So what does this mean in practice?

Have your target market interact with your print campaign by adding mobile entry points that provide an exclusive path to purchase or experience. You may choose to use image recognition, or barcodes. Whatever the mobile entry point, enhance the experience for the target market and engage them in a campaign that at the same time amplifies your message on social media so you can measure it and evolve future campaigns to be even more successful.

Howard Larsson wrapped up the discussion nicely by saying, “Don’t be afraid to charge enough for your service.” Printing companies are no longer just competing in the realm of paper and print. They are providing a powerful and multi channel marketing source for their customers. Show them value in the quality of the service you deliver and they will love the results.

Other secrets from the show include but are in no terms limited to:

A fire at the Konica Booth:

and these GREAT “tweet-bites”:

‘”Measure twice, cut once!” – @rocklamanna

“Everyone is in SALES. Sales close in the ether!” - @JFMConcepts

“Don’t spray and pray!” - @ThendricksCCG

“That’s what girls who print do. We find what’s practical” - @mbsmithTX  

I hope this blog has helped you realize that print isn’t just about what size your printing should be and what colors you should use? Print with the advent of crosschannel marketing now enables you to have the print piece jump to life in your customers hands using technology such as image recognition and augmented reality.

Are you intrigued by the advent of crosschannel marketing, but don’t know how to take the next step? Are your competitors offering services like Augmented Reality and Image Recognition and you don’t know where to start? Speak to us  and see a quick demo of BestBuzz to learn how you can  offer more value  to your customers.


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