Graphic Arts Magazine December 2017 / January 2018 | Page 38

Column
A customer focus sets the stage for profitability
Joanne Gore
This and other A-Ha moments from Print 17
Back in September I had the privilege of attending Print 17.
As a matter of fact, this was actually my first year attending
Graph Expo during a “Print” year. For those of you who don’t
know this, every year following drupa (which occurs every
four years), Graph Expo is transformed into a larger, and longer
event, that gives vendors from around the world an opportun-
ity to showcase their products and services right here in North
America. And it didn’t fail to deliver.
There was a renewed energy on the show floor this year. I
don’t think many will argue the fact that this is largely due to
the show’s return to Chicago. But it was more than that.
From the huge PRINT letters outside the show floor that
encouraged people to become the “I” in Print, to the creativity
of print applications featured, what stood out the most for me
was the focus on the customer.
Debates were waged around what makes for a true omni-
channel experience, including the valuable role that print now
plays as a complement to the digital marketing mix. Conversa-
tions focused on ROI and automation and workflow. Customers
were looking for ways to improve profitability, not just by
adding new products and services, but by investing in solu-
tions that would drive more business, without the need to hire
more staff.
As I walked the show floor and had conversations with pros-
pects, industry analysts and marketing colleagues, I made a
few key observations. These are my A-Ha moments:
A-Ha moment #1: When you invest the time to understand
a prospect’s objectives, they will invest the time in learning
more about your product/service.
This year, the show organizers made a concerted effort to
focus the event on delivering ROI to the customer. Some
vendors took that message to heart, and used it as an oppor-
tunity to change their talk track. They shared stories of
profitability, cost reductions, customer success stories and
impact to the bottom line. Of course speeds and feeds were
discussed…eventually.
More times than not, a simple “Hi, what challenges are you
experiencing in your business today?” led to a conversation
that mattered to the prospect. Which led to a mini demo at a
pod. Which led to an in-depth demo in the lounge. Which
ultimately led to a sale.
A-Ha moment #2: Millennials matter…and they need
mentors.
Here’s an interesting statistic: 87% of Millennials like receiving
direct mail.
38 | December 2017 / January 2018 | GRAPHIC ARTS MAGAZINE
Unfortunately, the negative stigma of print often overshadows
its valuable role in an omni-channel world. As professionals
in this industry, it’s our responsibility to mentor tomorrow’s
up-and-coming designers and marketers not only in the value
of print, but in the craft of print itself.
One person I spoke with commented on how today’s press
operators don’t actually operate a press. They skillfully oper-
ate highly specialized computers. While they are extremely
talented and trained, there is less and less human-to-press
intervention.
Students, interns and recent graduates need mentors in this
industry to pass along the craft, and the pride, that goes into
producing an excellent print job, whether it’s a business card
or a multi-touch, digitally-
integrated marketing
campaign.
A-Ha moment #3: Print is
not dead…it’s just been
repackaged!
Shortly before I left for Print
17, my 15-yr-old son showed
me his new school ID. His
words: “Look, it’s not a piece
of laminated paper crap, it’s
a proper plastic