Print Marketing Convergence Isn’t Coming — It’s Here
Print and print marketing are all around you. From floors and walls to golf outing fliers and direct mail, print marketing is now anything that “has ink on it,” as PRINTING United President Mark J. Subers told podcasters in a “Short Attention Span Sales” episode recently.
Bill Farquharson and Kelly Mallozzi interviewed Subers about PRINTING United, a trade show taking place from Oct. 23 to 25 in Dallas at the Kay Bailey Hutchison Convention Center.
The trio’s conclusion is the convergence is here — of printing and printers with every channel and discipline out there. The trade show itself is an example of that phenomenon, co-locating with a sister conference about marketing, BRAND United, run by Target Marketing Group. Subers says professionals attending the PRINTING United conference may have clients attending BRAND United, and both professionals will see firsthand the print marketing convergence that’s happening.
Discussing the conference, they said the convergence is about more than print’s ubiquity. Farquharson and Mallozzi’s podcast, too, which is aimed at salespeople from the graphic arts, illustrates how once distinct careers require merged skills and talents.
Farquharson says professionals can look at this convergence as a challenge or an opportunity. But the successful mindset is to see it as an opportunity.
“PRINTING United is there for those who look forward and say, ‘Where am I going? And, man, this is exciting. And all of the challenges. And I’m going to embrace it.’
Marketers, for instance, will see the possibilities of digital print at BRAND United, with nearby print service providers and marketing service provides as resources to further show them how they can use the channel for offline marketing efforts.
Subers provides the example of a golf event:
“I think the market is very savvy in what they’re bringing to market based on a lot of market research and intel. At sort of an individual level, I think the best thing to understand, one, is listen to your clients. … What are they asking for?
“You look at the old example of running a golf outing. You’d have a local print shop. You’d go, and you’d say, ‘Hey, I need fliers. I need people to come to the event. I’m going to spread this around.’ And the local commercial shop would say, ‘Sure, I’ll print those.’ You say, ‘Well, I also want shirts stitched, and I want golf balls with logos, and I want towels, OK? Oh, and I need some signs, too.’ It used to be, ‘Well, the sign shop is down the street, and I don’t do promotional items.’ Well, all of that’s changed now.”
Thinking that they’ll learn how to solve all of their clients’ problems is the best mindset attendees can have while attending PRINTING United, Subers says.
What do you think, marketers?
Please respond in the comments section below, and be sure to listen to the full podcast episode here.