It’s no secret that digital business solutions continue to grow and expand, but you may not realize that leading print suppliers are also keeping up with the digital evolution. As a result, it may be beneficial to converse with your print supplier to ensure that your organization has access to the digital solutions to help further your business development initiatives.
Traditionally, the relationship between an organization and their print supplier representative was mainly transactional, as an organization would detail the specs of a specific print project and the supplier representative would quote a price. In some cases, a print rep wouldn’t necessarily highlight a supplier’s digital offerings and an organization wouldn’t think to ask about potential digital services, leading an organization to contract with an additional supplier that focuses on digital solutions.
While print suppliers are known predominantly for offering solutions such as print advertising or promotional flyers, many have incorporated digital solutions into their offerings to maintain a viable business model.
Here are some ways to ensure that your print supplier has the right mix of solutions for your business:
Determine your objectives
Prior to your conversation with your print supplier, your organization should have a sense of your business’ marketing initiatives and what customer demographics you are targeting. While you are determining your organization’s objectives, this is also an opportune time to make sure that both your print and digital marketing efforts and messaging are aligned and determine what avenues are best for your company to pursue.
Assess if your printer can deliver
Once your organization has determined what business marketing objectives to pursue, your next step is to find out if your current print supplier can provide solutions to help you achieve your initiatives. If your current account rep isn’t privy to your supplier’s digital solutions (as a print rep may not have experience in this area), it may be worthwhile to reach beyond your account rep to schedule a meeting with another member of your supplier’s team to discuss options. This is an opportunity to have a broader conversation with your supplier to learn about what digital offerings (such as web design, digital publications, etc.) they currently can provide and what could be available in the near future that can benefit your organization.
Align with the right printer to achieve your goals
If in speaking with your print supplier you determine that they can provide adequate solutions for your organization’s overall marketing objectives, you can move forward in deploying their services. However, if you find that your print supplier’s offerings are not on par with your organization’s needs, you may consider consulting with other print suppliers that provide a broad range of services beyond print collateral. When speaking with print service representatives, make sure that the representative is describing services and deliverables that are aligned with your objectives as opposed to asking for a spec and providing a quote. Your print supplier should be able to help you identify your target customers and deploy the print/digital strategies that will effectively reach them and help your organization reach its goals.
Narrowing down your organisation’s objectives and partnering with print suppliers that can help provide the right offerings can both streamline your organisation’s costs and outreach efforts while also positioning your organisation to benefit from future marketing solutions offered by your print supplier.