Please share your thoughts on Mark’s column today titled “Independence Day.” What are your thoughts on continuing education and what kinds do you think the industry needs?
“Caution” Many printing companies were on their way to “Independence Day” developing marketing solutions, even bringing marketing people on board. The portion of “marketing business” was growing and it was very profitable…Then the recession hit, boom!!!…they reverted to their old ways. While selling marketing solutions is profitable, there is expense and “marketing solutions” initially only make up a small percentage of overall sales,so it is among the first places to cut expense. The mantra goes back to “We need work” “What can you quote” “What can you reprint”. The management spends its time scrutinizing the price of every job…and so it goes….Sure “marketing solutions” sounds good they say, “But right now we need revenue and quote and hope got us to where we are today” ….dangerous!
Nailed it Howard! Nothing done on price is sustainable. the only sustainable advantage is and alwys will be marketing…real marketing!
I understand the need to keep the lights on, the presses moving, and the family fed. But, people and companies, and especially company leaders need to invest in training and education now or be left behind. Printers have been targeted for so long because they are so good at investing in capital equipment. The investment in people, strategic marketing, and business planning is negligible compared to the investments printers historically make.
You are right on the money Howard! This is very dangerous…for those in a “quote and hope” mentality. If a guy like you or me walks into the same account, we may use printing as a loss leader and give the client the holistic medicine they need.
I am more convinced than ever that the CANVAS reader has a competitive advantage. Thanks so much for taking the time to comment…great stuff.
June 29th, 2009 at 12:04 PM
“Caution” Many printing companies were on their way to “Independence Day” developing marketing solutions, even bringing marketing people on board. The portion of “marketing business” was growing and it was very profitable…Then the recession hit, boom!!!…they reverted to their old ways. While selling marketing solutions is profitable, there is expense and “marketing solutions” initially only make up a small percentage of overall sales,so it is among the first places to cut expense. The mantra goes back to “We need work” “What can you quote” “What can you reprint”. The management spends its time scrutinizing the price of every job…and so it goes….Sure “marketing solutions” sounds good they say, “But right now we need revenue and quote and hope got us to where we are today” ….dangerous!
June 29th, 2009 at 12:31 PM
Nailed it Howard! Nothing done on price is sustainable. the only sustainable advantage is and alwys will be marketing…real marketing!
I understand the need to keep the lights on, the presses moving, and the family fed. But, people and companies, and especially company leaders need to invest in training and education now or be left behind. Printers have been targeted for so long because they are so good at investing in capital equipment. The investment in people, strategic marketing, and business planning is negligible compared to the investments printers historically make.
You are right on the money Howard! This is very dangerous…for those in a “quote and hope” mentality. If a guy like you or me walks into the same account, we may use printing as a loss leader and give the client the holistic medicine they need.
I am more convinced than ever that the CANVAS reader has a competitive advantage. Thanks so much for taking the time to comment…great stuff.
June 29th, 2009 at 1:57 PM
Mark,
Consider making this “syndrome” of abandoning the future, for “the status quo got us here”…. a message to owners……