Archives for 2020

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What the Print Industry Can Learn From The Last Dance

By: Rich On: May 18, 2020 Comments Disabled
What the Print Industry Can Learn From The Last Dance

What the Print Industry Can Learn From The Last Dance

The late and great Chicago Bulls GM Jerry Krause once said, “Players and coaches don’t win championships, organizations do…” This statement sent shock waves throughout the sports community and raises conversation today with the release of the “The Last Dance.” A documentary highlighting the legendary run of the Chicago Bulls in the ’90s. I would […]
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Increase your marketing —but first, refocus it

By: Rich On: May 12, 2020 Comments Disabled
Increase your marketing —but first, refocus it

Increase your marketing —but first, refocus it

While many businesses are contracting during the COVID-19 economic downturn, this could be a good time to step up your marketing.  It’s an opportunity to reach people with your message when there’s less “noise” from a variety of competing messages. In addition, while people are spending more time at home, your direct mail package may […]
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Beyond Email: Re-envisioning the Print-Buying Process

By: Rich On: May 01, 2020 Comments Disabled
Beyond Email: Re-envisioning the Print-Buying Process

Beyond Email: Re-envisioning the Print-Buying Process

There’s nothing like a crisis to highlight weaknesses. The current economic and health crisis is prompting a reassessment of nearly every business practice, including print-buying.  The printing industry historically has been responsive to changes in the technology of printing, but when it comes to handling orders, it’s stuck to traditional, low-tech manual processes. Many print […]
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Buyer and Printer Communication: Wandering or Guided?

By: Rich On: April 23, 2020 Comments Disabled
Buyer and Printer Communication: Wandering or Guided?

Buyer and Printer Communication: Wandering or Guided?

Consider for a moment these two approaches to the same conversation. Wandering Conversation: John: Hey Sean, let’s get together for drinks after work Sean: Great! John: How about the Pub Sean: Great! John: How about 7? Sean: Sounds great? John: Do you want to meet up or drive together? Sean: Let’s meet Guided Conversation: John: […]
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Brand Consistency: Print Buyers are the backstop

By: Rich On: April 20, 2020 Comments Disabled
Brand Consistency: Print Buyers are the backstop

Brand Consistency: Print Buyers are the backstop

In the world of sales and marketing, it’s hard to overstate the importance of brand consistency. The brand is the company’s face and voice, and an enormous amount of effort and money goes into building a brand and maintaining its consistency. A consistent, well-managed brand may be worth up to 20% more than a competitor’s […]
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In the coronavirus pandemic, expect printers to be survivors and innovators

By: Rich On: April 07, 2020 Comments Disabled
In the coronavirus pandemic, expect printers to be survivors and innovators

In the coronavirus pandemic, expect printers to be survivors and innovators

For many print buyers and marketers, dealing with printing and printers is just a job responsibility. For others, however, it’s more—a connection with a craft that’s very old yet still cutting-edge and an integral part of our society.  As the coronavirus has upended the global economy including printing, it’s worth remembering that printing has endured […]
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Creative Versioning: It doesn’t have to complicate print buying

By: Rich On: March 10, 2020 Comments Disabled
Creative Versioning: It doesn’t have to complicate print buying

Creative Versioning: It doesn’t have to complicate print buying

Versioning—or customizing a print marketing message for a specific audience—is increasingly important to sales success. Customized messages get the attention of busy consumers, and they boost response rates or sales. But versioning also makes print buying and print projects much more complex and increases the likelihood of mistakes. There’s a solution designed specifically for print […]
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