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Multi-channel services can add value to printers, say experts
Industry experts have heralded the growing trend of print companies offering multi-channel services such as web-based marketing as "an excellent way to add value and the right thing to do".
Peter Vincent, head of technical services at the BPIF, said multi-channel marketing was becoming a more serious dimension of adding value that can help companies stand out from the crowd.
He added: It’s the right thing to do, but homework needs to be done before making the move.
The vote of confidence comes as Repropoint said it was aiming to drive customers to print, after launching a service that allows clients to create cross-channel marketing campaigns.
The package takes in personalised digital print collateral in conjunction with web-based promotion and SMS text messages.
Alex North, technical director at Repropoint, said: Focused, targeted web-based marketing can drive customers to print, not take them away from it. Combining print with other services helps them monitor success rates and improve results.
Repropoint is the latest in a line of print businesses offering marketing services complementary to printed matter.
In the current poll running on printweek.com, 38% of respondents have said they plan to offer cross-media marketing tools over the next 12 months while only 10% feel they're customers do not need such services.
Earlier this month, Howitt chief executive Nick Dixon announced the launch of the Lateral Group (PrintWeek, 10 October), which he said would fill a hole in the market for an integrated marketing communications management specialist.
The group’s expertise spans data analytics, customer profiling and channel optimisation, through to multi-
channel output, including web, mobile and print.
Lateral Group is comprised of direct mail business Howitt, multi-channel management company Dialogue Solutions, database management and analysis firm Data Lateral and email and mobile marketing outfit Shift Click.
Jeremy Walters, managing director of Dialogue Solutions, said: Print is a significant part of the service and it will always be required.
However, multi-channel services are growing, as it’s what our clients are looking for. It helps them communicate in a relevant manner and offer another dimension to their business.
He added: It gives great flexibility. However, I would approach it with an air of caution, as you need the expertise to go with those extra services you want to offer.
Multi-channel services
Services include:
• Direct Mail
• Personalised URLs
• E-mail shots
• Database management
• SMS text messages
• Data analysis
• obile marketing
• Cutomer profiling
• Channel optimisation
Comments
Matthew Parker - 31 October 2008
Multi-channel solutions are just one of a number of ways in which printers can add value to their customers. The key part of a selling strategy is to offer a solution to a customer that will differentiate you from your competitors and allow you to lead a discussion that is focussed away from the price of a piece of print that is being treated as a commodity item. I am a believer that printers may benefit from an outside viewpoint that can challenge their current offering and suggest ways in which it can be improved.
Matthew Parker
www.printandprocurement.com
edwin blenkinsopp - 31 October 2008
I agree with all of the above and in particular the the expertise demand from suppliers needs to match the need for multi-channel solution provision. Image2output have positioned itself to do just that with the extensive and integrated range of services and products supplied \( http://www.image2output.com ) which continue to grow daily.
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