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Web-to-Print-to-Profit
Industry leaders discuss the best tactics for profiting from web-to-print solutions.
Kate Dunn, president and founder of Digital Innovations Group, Richmond, Va., recalls a case study she heard at January's PODi AppForum in Las Vegas. Seco-Carboloy, a tool construction company, was struggling with a marketing system that required dealers to fax, email or call in copy for sales collateral. Time-consuming and often inefficient, the system had long production times and didn't allow for customization. Using web-to-print software, SugarBush Media Solutions, a Michigan-based cross-media marketing company, created a 100 percent automated solution that allowed dealers to customize and order sales and marketing collateral from an online portal. About 223 out of 400 Seco-Carboloy dealers have used the system since its launch in 2006, a dramatic increase from the mere 30 dealers using the old system. And turnaround times from ordering to delivery decreased from four weeks to one.
"Distributors right now are more empowered than ever," says Slava Apel, CEO of Amazing Print, Concord, Ontario. His web-to-print software company has been selling solutions since 1997 to thousands of quick printers. "There are a variety of web-to-print systems out there that can give them endless opportunities," he says. But, without the right strategy, a good system means nothing. While some distributors are successful at selling this technology, others are struggling. With more print moving online and internet marketing more powerful than ever, many distributors are asking, what is the best way to sell web-to-print?
The Good and The Bad
Recently, Dupli-Systems Inc., Strongville, Ohio, decided to implement its own web-to-print system. The trade printer has been selling to distributors for 30 years, but has just seen the need for online solutions within its own company in the last two years, says Bud Eldridge, CEO. The company launched its own web-to-print site, TradePrintNow.com, designed to offer its 1,500 distributors online ordering of print products. By logging into their own accounts, distributors can quickly get a price, place an order, track orders, upload files and view order history.
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