The key to the success of printing enterprise marketing: timely communication with customers
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In today's increasingly fierce market competition, communication with customers determines the success or failure of the printing company's marketing strategy. Only by approaching customers and understanding customers, can you develop products and services that meet customer needs in order to make the profits of the company's operations.
Although there are many definitions of "marketing", my favorite is to find what the customer needs and then hand it over to the customer. But print service providers rarely communicate with customers. “Product Strategy” (product, price, promotion, channel) is one of the four main elements of marketing. It refers to finding the products/services that customers want to get or create, and delivering them to customers in a better way than their competitors.
The way companies engage in competition and make themselves stand out from the crowd is diverse and extremely different.
Product definition is the most important starting point in the development of any new product or a new service. Few companies are able to do a good job of defining products. In DRM Kenneth, President of Associates In an article about product definition by Mr. Crow, there is a section that summarizes some of the shortcomings in the current product definition process:
No fixed product strategy or product plan
In the initial stages of product development, there is a lack of formal product requirements
Lack of real customer involvement in the development of product requirements
Completely lagging marketing requirements specification - developed after product development is complete
The technicians did not participate in the opening of the marketing instructions at all, so they did not really understand these requirements.
a manual that is incomplete, ambiguous, or overly exaggerated
Elegant, or a product description that has been constantly changing and redesigning
In the field of printing, the changes surrounding the product/service are very dramatic. It is clear that printers are investing in the latest digital printing technologies and will continue to improve this technology for a long time. It is also obvious that printing companies are not rich in competition, and each has its own uniqueness. In many cases, the difference between products is the difference in service methods and the different combinations of product services. As customer requirements improve and the business environment deteriorates, the best way to attract new customers and maintain an existing customer base is to optimize existing products and services to meet market and customer needs. It's best to use my favorite marketing definition as you develop your product plan: find what the customer needs and then hand it over to the customer. The key to the success of today's businesses is that customers focus on the development and delivery of products and services. Print service providers need to get real information from customers, but the question is: How can this be achieved?
Communicate with customers and learn about this market
Printing service providers often forget to communicate with customers when they are developing products and services, and understand what they really want to buy. The digital transformation in the printing field has been able to provide customers with many new products and services, so in many companies, someone has to undertake the “planning of product/service requirements planning”. Although the market now has a wide variety of content management, marketing campaign management, direct web printing, digital color printing, postpress processing and workflow solutions, you must first understand your customers before making an investment decision. This means you have to talk to them.
When you establish direct contact with your customers, you have the opportunity to get a lot of information about your needs. The biggest challenge people face is spending a lot of time analyzing the information they get, and using that information to develop truly value-added products and service strategies. Every day, your customers need to get documentation, specifications or remote file services. Regularly evaluating these documents and understanding their trends is very helpful and crucial to understanding the dynamics of the market. Your customer service representative should be in touch with the customer every day. How often do you meet a customer service representative and get feedback from their customers? Another important information resource for future corporate strategy is the customer you just lost. Take time to meet with decision makers and understand why they choose other suppliers.
Finally, certain approaches (eg, focus groups) should be taken during the product/service development and recycling phases to ensure that the company continuously receives feedback from customers. Also consider the current customers and potential customers. Customer involvement is important for companies to clearly identify, solve problems and provide information in the process of product/service development and evaluation of design or samples.