M4D: How to Successfully Sell Digital Print

Printer growth and profit data supports PIA/GATF's expanded digital initiative in 2007. “Today, graphic communication companies have a whole new set of concerns when it comes to digital printing,” says Julie Shaffer, director of the association's Digital Printing Council (DPC), which tripled its membership last year. “The quality issue, for example, has largely been settled.” While there are still print-related technical issues to tackle, such as color management, she notes that DPC's focus this year is sales-oriented.

“Printers can buy terrific hardware and software and hire staff so they can offer things like variable-data printing, but we can't expect customers to come running to them just because they have the tools to do a job,” she adds. “We're going deeper—getting to know our customer's businesses and building campaigns to help our members sell to their customers.”

Michael Makin, PIA/GATF CEO, cites the Marketing for Digital (M4D) research project as an example of how the group is supporting members with powerful tools to develop winning sales and marketing strategies. M4D is a collection of 24 industry analysis reports, organized in three sets, that describe a specific industry in terms of key trends, major companies, marketing budget, industry-specific terminology, print requirements and purchases, and digital printing opportunities.

Set 1 includes: Advertising Agencies; Health Care (HMOs, Hospitals); Cruise Industry (Hospitality and Tourism); Department Stores (Retail Trade); Gambling and Wagering (Casinos); Automotive Industry (Manufacturers and Dealers); Insurance and Real Estate (Brokerages).

Set 2 details: Gas and Electric (Utilities); Hotel (Hospitality and Tourism); Office Supplies/Home Improvement (Retail Trade); Banks (Financial Services); Investment Companies (Financial Services); Travel Agencies (Hospitality and Tourism); Telecom (Utilities) and Professional Services (Legal, Accounting).

Set 3, announced at Graph Expo and recently released, focuses on: Food Services-Wholesale; Food Services-Retail; Associations; Higher Education and Training; Publishing (Books, Magazines and Newspapers); Sports and Entertainment; Pharmaceutical (Drug Manufacturers) and Fund Raising

“M4D research is one of the most powerful and practical tools available as part of the DPC and PIA/GATF programs,” says Makin. “What started out as an ambitious project has surpassed its promise, providing significant and applicable information to help printers succeed.”

He says the research reports are helping digital printers reinforce existing marketing strategies and develop new ones to reach customers.

DPC premier members receive the 24 reports as a bene-fit. The studies are available for purchase through the PIA/GATF bookstore: Packages of eight reports are priced at $199 per set for members, and $500 for non-members. The 24-part series is $499 (members)/$1,200 (non-members). www.gain.net