Eight Easy Ways to Improve Digital Print Sales to Creative and Design Agencies – 11th February 2009
Print Services Providers (Printers) Can Help Design Agencies Improve Business Results for their Clients with Fast-Growing Digital Colour Printing.
The greatest opportunity for printers to grow print volume today is with digital colour printing and a new study finds that creative agencies play a critical role in that growth.
Looking specifically at digital printing. Over the next five years, digital printing is projected to grow 11 percent annually, while the U.S. printing industry as a whole will grow by only 1.5 percent, according to market research from CAP Ventures. The firm further projects that the total revenue generated worldwide with digital colour printers and presses producing 41 pages per minute or more will grow by 26 percent annually.
Creative advertising and design agencies will specify many of these jobs. A recent survey of 250 agencies by the Printing Industry Center at Rochester Institute of Technology (RIT) found that 83 percent were involved in media buying decisions, accounting for an average purchase of $1.5 million annually and a median of $400,000. And 89 percent say they play either the primary role or a collaborative role with the client in campaign development and direction. According to Victor Basile, senior vice president/director of Print Graphic Services, Publicis N.Y., and chair, Print Management Committee, American Association of Advertising Agencies (4As), Agencies today seek to offer integrated services that tap into all the resources in their network at speeds that weren’t possible a few years ago. Digital printing provides the fast turnarounds that keep pace with these programs. The quality is really good, and it can only get better. If you’re not looking at digital printing today, you should be. Digital colour printing’s economical short runs and personalization capabilities can also improve the targeting, response rates and overall effectiveness of such integrated communications programs. Print services providers who can support these programs and help agencies use new media to better track with their clients’ goals will have an advantage in landing agency business.
Following are eight tips for print providers seeking to sell digital colour printing to creative design professionals.
1. Target agencies with business-to-business clients.
Agencies that support businesses communicating to consumers generally focus on building brand awareness through mass media, such as television and radio. In contrast, business-to-business (B-to-B) agencies tend to have more limited budgets and narrower targets that they reach through trade magazines, direct mail (leaflets, flyers, postcards) and sales collateral (brochures). Digital-colour printing delivers the highly targeted, cost-effective print that makes these programs thrive. One additional point: B-to-B firms tend to have smaller marketing departments than business-to-consumer (BtoC) outfits, so they rely more on the agency for everything from marketing strategy to media and print services provider selection.
2. At the agency, target the production manager.
According to the RIT survey, the production manager is the most common agency contact to the print community. In numerous agencies, the production manager also plays a role in educating the creative department on new technology options (for example variable data printing), making that person both a sales target and a marketing partner, who can help the print provider sell its services to the agency’s creatives.
3. Demonstrate the image quality.
Designers are unforgiving judges of image quality, yet many may be working with dated references for toner-based print, which has only recently become an effective substitute for offset in most applications (even Annual Reports, Parish Plans and Brochures). Bring designers up to date and set correct expectations with a sample book that shows offset and digital prints of the same text and image files. Consider enabling designers to submit test files via the Web to receive a free digital print sample of their design.
4. More advanced technical infrastructure supports stronger partnerships.
Supporting a sophisticated integrated marketing campaign typically requires a set of advanced capabilities that can include variable information colour printing, Web systems programming and design, telemarketing, fulfillment and other services. Some print providers develop these capabilities, others partner for some or all. Most count digital colour printing among their base core competencies, and most find that broader infrastructure support strengthens partnerships with agencies.
5. Demonstrate effective return on marketing investment.
For the best results, print providers should link their service offerings to the agency’s media selection criteria: reaching target markets, cost and budget considerations, and marketing strategy implementation. In other words, print providers need to demonstrate that digital color is the most cost effective alternative for successfully reaching target markets. The pitch is most effective when backed by examples showing a significant return on the marketing investment.
6. Quality and dependability are more critical than price.
That’s right: price is not the agency’s key factor in print vendor selection. The RIT survey found that pressure on the agency to meet deadlines and deliver quality led respondents to select dependability as the top factor in selecting print services providers. Quality was second, followed by turnaround time and ease of doing business. Price ranked fifth.
7. Help creatives design for digital.
Print service providers can help creative designers improve their printed work by providing guidebooks and seminars on designing for digital. Many print providers and industry associations publish materials and can provide assistance to help in this effort. In addition, color variable information printing introduces new design challenges, such as accounting for all the possible image and text variations in a piece. That requires close collaboration with variable information programmers, relationships that print providers would do well to foster.
8. Measure the results.
Print services providers should ensure that a measurement system is in place for programs they run, and the best measurements use ‘boardroom terminology.’ For example, one creative group in the study was able to show that every dollar spent on marketing communications in one campaign resulted in $6,000 in revenue. Such measurements increase the likelihood that the agency and its clients will buy into future programs, and they are useful as a sales tool for prospects and for fine-tuning programs to optimize results. The RIT study found that a change in sales was the most frequent measurement (29 percent), followed by the number of sales leads (24 percent), the response rate for a direct mail piece (ie postcard or leaflet) (23 percent) and return on investment (six percent).
Most measurement programs were conducted by clients (37 percent), though client-agency partnerships were nearly as frequent (34 percent) and agencies sometimes took on the task alone (22 percent).
Help Lead the Transformation
More than ever before, marketing executives are looking for more efficient ways to communicate and share business information. Many are finding these efficiencies in integrated communications that mix old and new media to deliver improved business results. Digital printing technology plays a critical role in this more efficient media mix, while also offering printers their best opportunity for revenue and business growth. Print services providers who help lead this transformation by building strategic partnerships with creative agencies around integrated communications opportunities will be well positioned to capture this growth.
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