 |
| | Ryan McAbee
Associate Director of Production |
In this Build a Better In-plant Tips newsletter, InfoTrends' Ryan McAbee writes about in-plant relevancy.
We've covered relevancy a number of times in our white papers and in in-plant presentations and conferences and trade shows. Watch or download some of this information today.
Until next time,
Elisha Kasinskas
Marketing Director
|
Five Tips for Staying Relevant to the Organization- Realize that print is only one communication method within the organization. The top three communications methods used to reach customers by enterprises-according to InfoTrends' Micro to Mega: Trends in Business Communications study-were online, e-mail, and social media marketing. Sales and marketing materials as well as print publications advertising were print-related categories rounding out the top five. In-plants must adapt to the ever-changing communications landscape and support channels beyond print.
- Automate the largest print applications. According to the same survey, ID cards, newsletters, brochures/sell sheets, and presentations were the top print applications that were near or above USD $1 million in annual spend. (Business cards and direct mail were further down the list around $650,000.) Enabling end users to easily order and track these products via an online purchasing platform (i.e., web-to-print) streamlines the process and helps those dollars stay within the organization.
- Proactively provide what's needed. In many instances, work gets outsourced because the service or application is not available internally. The top three applications outsourced to print service providers were signs/displays, mailing, and personalized print (VDP). These services can be economically brought in due to changes in hardware and software that make it more accessible (e.g., latex wide format printers for printing signage).
- Head off the digital conversion. Over a third of enterprises have a mandate or policy in place to transition documents to electronic format. In-plants have an opportunity to take a leading role in this digital conversion by taking the existing PDF intended for print output and converting it to a digital edition. Digital publishing software makes the process simple.
- Help the organization get more responses and action. Many things in life are just better together-like peanut butter and jelly, salt and pepper, the Beatles, and so much more. It turns out that print combined with digital channels (e.g., e-mail, social media, and mobile) is better together, too. Print and digital can get your organization 2.1% higher response rates and 1.5% higher action rates than print alone.
|
|
|
|
