Print and mail service providers may think that in-plants have it easy. In-plants have built in customers, standard print applications, and they don’t have to compete on price. The reality for many in-plants is far from the accepted beliefs.

B2B marketing is multi-faceted in this omnichannel world, and I work with clients to develop and deploy marketing strategies in this environment. Defining a marketing strategy for products and services includes identifying potential target markets, prospects, and buyers.

With the evolution and variety of inkjet options now available, smaller volume print operations like small and medium size in-plants are now considering inkjet adoption. The justification and cost analysis for inkjet is not as straight forward as the cost of acquiring previous new printers.

Advances in wide-format and grand-format printing; a growing number of new substrates for indoor and outdoor signage; and the popularity of vehicle wraps and wall coverings means that designers can now think big. So big that sky is the only limit.

In Romeo and Juliet, William Shakespeare wrote, “A rose by any other name would smell as sweet.” In his poetic fashion, Shakespeare was telling the audience that it was not the name or title that mattered, rather it was the essence of the person (or thing) that was important.

The USPS Informed platform has increased awareness, effectiveness, and results for direct mail. Brands now have a platform to link direct mail with omnichannel communications across email, SMS, apps, and the web. Informed Delivery campaigns enable consumers to respond and interact with products, services, and offers before they receive their physical mail.

Too many print companies still rely on traditional methods for interacting with their clients. Instead of suggesting creative ways they can help their clients achieve business goals, print companies keep focusing sales conversations on quotes and printed products they can provide.

Competition is fierce in the printing business. Nearly every print operation can buy the same equipment and software you use to run your business.

The USPS Informed Delivery program continues to gain momentum. As of this writing, the program includes around 13 million subscribers. An impressive 65% of email subscribers check their Informed Delivery emails nearly every day. If you’ve ever run email campaigns, you’re probably aware that achieving a 65% open rate is quite a feat.

Customer events and open houses are fantastic opportunities for print service providers to demonstrate new capabilities and engage customers. No other promotional or marketing effort can match the impact of interacting with customers in-person at your facility. You’ll have the full attention of attendees and ample opportunities to show them the benefits of working with your firm.

We recently assisted one of our customers with a major business evolution to inkjet. The company migrated from a cut-sheet toner printing environment to a continuous roll-fed inkjet platform. It’s a journey becoming common as clients demand the flexibility inkjet provides and printing companies scramble to respond.