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Monday, July 11, 2011

Don’t Ignore the Web


As printers search for new revenue, selling and supporting websites is becoming an exciting new product to sell. Websites integrate easily with printing companies since many printers are already working closely with customers to manage their message.

But there are some printers who do not want to get into web services. Printes don’t have to sell web services, but they must realize that it is important to understand the web if they want to continue printing for a company. Printers will have to become “web experts” because they need to help customers integrate their print collateral with the current web site information even if they don’t maintain the websites.

Combining the power of the web with print is proving to be a powerful vehicle for getting out a message. Any response generated by the web needs some sort of printed information. It might be in the form of brochures mailed to the customer. It could be leave-behinds from a personal sales call. Print is still an important part of the communication process.

Customers need help making sure the printed material matches the web-based material. Is information available both in print and online? Do the logos and colors match helping build the brand? Do the messages from both mediums match? In the rush of business, many customers haven’t really looked at how they have integrated their message and need help. Printers can help the customer be assured that the look and feel of the web and printed material are the same and the customer’s “brand” is protected.

At the same time, printers can be looking at the web to see what mobile marketing and QR code opportunities are available. Has the customer added QR codes to their printed material to drive customers to websites? Does the customer have online video that can use more clicks?

If print owners ignore the web, they are just putting another nail in their coffin. Printing and the web play well together. Neither can be as powerful separately as they can be together. No sales call should be done without a review of the customer’s current website. Printers must understand how a customer is using their web site and what they want to accomplish with it so they can provide the printing support that is needed.

2 comments:

  1. What do you think is the reason that printers ignore the web? Is it just a matter of feeling comfortable where they are at and hoping that things will return to the good ol' days?

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  2. I think part of the issue is age. Many printers are over the age of 50 and they don't see the value of the new technology. What they don't realize is that their customers are using the technology. Some younger customers don't want telephone calls. They want text messages. Some want email.

    The reality is that web and print must be used together to reach the wide audience out there. Printers will have to start selling integrated services.

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