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Digital Printing Marketing
Cavendish, Pages: 224
The purpose of a marketing plan is to provide the framework for building a more productive and successful company.
The introduction of digital printing into a traditional print operation has a broad impact: production workflows, pressroom personnel, bindery and prepress requirements, and other production services. It also disrupts the sales and marketing process. What is quickly realised by traditional printers making a foray into the digital world is that marketing techniques to promote traditional printing simply` do not work` in a digital print environment, or must be significantly modified to be effective.
Most print organisations do not possess a full-time (or even part-time) marketing person. Marketing is often a secondary or tertiary responsibility for the CEO/Managing Director, Sales Manager, or an enlightened and motivated sales representative. The time normally devoted to marketing activities is often minimal.
This reality will have to change to provide the important and necessary marketing support to the digital printers selling efforts. Without effective marketing, digital printers will find it very difficult to find and convince potential customers to cross the threshold from traditional printing to the `advantages` of variable print, and buy into the benefits of digital print.
This publication has a single purpose: to provide well-tested guidelines and ideas on how to effectively market digital printing. It is based on the experience of innovators in digital printing and what they found to be successful. Rather than reinvent the wheel, the reader can benefit from the trials and errors of those who have bravely traversed the digital print terrain. To avoid marketing strategies and tactics that can be costly and time consuming, this publication is the result of hard-earned lessons, resulting in ` the best of the best` that only time and experience can offer.
`Digital Print Marketing` is a complete guide for successfully selling and promoting digital printing.
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