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How technology adoption and marketing can work together
Like many industries, printing has been revolutionized through the use of technology. For example, Web to print software has made it easier for customers to go online, place orders and get digital proofs back with a much shorter turnaround time than conventional methods. Additionally, print MIS systems have improved the operational efficiency of many print shops, making it possible to complete more jobs that are error-free and satisfying to customers.
However, integrating useful technology is only half the job. Printers still have to make meaningful connections with their customers, and this can be accomplished through increased marketing efforts. Does it really matter if a printing company can produce amazing finished products by using cutting-edge technology if consumers aren't aware that it even has these capabilities? The integration of tools that makes tasks easier is one thing, but it's important to relay this information to clients as well.
The Houston Chronicle lists a number of tips that can help a printer market itself and the advantages of its print workflow software:
- Use social media – Who doesn't have a Twitter or Facebook account these days? Businesses that already have a social media presence and are active when it comes to using the platforms should take advantage of their networks and promote new capabilities, pricing, etc. It can be very helpful to bring old customers back and attracting new ones.
- Pro-bono – Giving back to the community that supports a business is important. Printers can generate a lot of loyalty by producing printed materials for free. Not only will this act result in bringing in more paying customers, but the quality of the work will speak for itself.
- Work with others – Word of mouth is still one of the best forms of advertising. By encouraging customers who were pleased with the work they received to spread the word, a company can open itself up to even more opportunities.
Making lasting connections
One of the advantages of successful marketing is making strong connections with your client base. Not only can this be done in person, but this kind of relationship can be developed digitally as well. WhatTheyThink? recently highlighted ways a printer can strengthen the bond with clients. This can easily be accomplished using Web to print software.
People enjoy technology because it makes their lives easier. In addition to producing good work, a printer can increase customer loyalty by making it simpler and more efficient to submit jobs and place orders for items such as business cards and flyers.
When it comes to attracting new customers or continuing to do business with existing ones, leveraging technology that makes the transaction process easier is a great way to accomplish both tasks. These days, it doesn't make sense for an organization not to use available tools to grow their business. However, adopting technology without having a plan in place to make it work on both the production and sales side is putting a company at a distinct disadvantage.
