MARKETING4DIGITAL: DPC Targets Eight More Markets

PIA/GATF's Digital Printing Council (DPC) announced the availability of the latest set of reports from its Marketing 4 Digital (M4D) research project last month during Graph Expo. M4D gives digital and conventional printers the information and insight they need to sell their services to specific vertical market segments. This fourth set brings the number of vertical segments covered to 32, representing more than 80% of all print buying in the U.S. The new reports focus on: architecture, beverage market, book publishing, fashion and apparel, franchise operations, greeting cards, high technology, and the toys/games industries.

Since the release of the first installment in early 2006, this landmark research study has been hailed by recipients as an invaluable tool not only for digital printing companies but for any printer interested in learning more about potential clients.

Members continue to tell us that the M4D reports are making a real difference—helping them to reinforce existing strategies as well as to develop new marketing pitches and programs to reach customers. “We use Marketing4Digital to gauge how strong our value proposition can be in a given market,” says David Trombino, CEO of TecDocDigital, Hudson, MA, adding that his view of the data is about being selective. Trombino says M4D data is helping his firm hone in on segments where it currently has a small foothold and presents an immediate opportunity to provide effective solutions—in this case, insurance and banking.

TecDocDigital also identifies the top companies M4D lists in each of more than 30 vertical markets. “We take it a notch down from these larger companies because we always want to be in a position to over deliver—and we can only do that by being practical about serving appropriately sized organizations and projects,” he says.

Clarigo Marketing, a division of Express Press, a well-established printer based in Rochester, NY, also has been working on new business opportunities. In the search for partners to build the company's unique marketing, digital printing and fulfillment services for customers, Ron Buckman, director of business development, has been using M4D research to put together new business proposals and presentations. He uses the M4D market statistics to show potential partners the market opportunities by vertical segment and for different proposed services.

“The Marketing4Digital research is something I've come to rely on,” says Buckman, “to help me quickly pull together the important detailed research and data I need to present winning campaigns to my customers.”

Each M4D report describes a specific industry, its trends, major companies, marketing budget, industry-specific terminology, print requirements and purchases, including digital printing opportunities. M4D helps sales staff speak the internal lingo of vertical customers and gives them a deep understanding of each segment's respective environments and unique requirements.

All Digital Printing Council Premier-level members receive the series of 24 reports, plus this new fourth set, as a benefit of membership. New discounted pricing: Packages of eight reports each are priced at $150 per set for PIA/GATF members, and $400 per set for non-PIA/GATF members. The initial 24-part series can be purchased for $400 (members)/$1000 (non-members) through the PIA/GATF Bookstore at www.gain.net.