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Digital Fringe
Emerging markets in digital printing are profitable in tough times.
The two poker cards sales rep Pete Just dealt his top prospects in a promotional mailer last year scored big--for Just and his clients. Recipients could pull off the affixed, variably imaged playing cards to create a hand with the static-image community cards, which were covered in scratch-off coating. Winners with a full house received a gift card and a 20 percent order coupon; a straight flush won tickets to a sporting event and there were various order coupons for lesser poker hands.
The interactive, fun promotion caught the eye and imagination of many prospects, says Just, a 17-year sales rep with the Shamrock Companies, Cleveland. It also showcased his promotional expertise and variable campaign techniques. The game pieces were sent to 50 potential clients and they yielded four new VDP projects.
In an economy where print spend is anything but a sure bet, marketing is essential. Just plans to send a modified version of the promotion next month. "It's important to keep presenting new, cool ideas to customers." About 15 percent of his business is digital work, but the digital market is particularly well-suited to lean economic times and highly targeted marketing efforts, he says.
"I think companies will eventually be forced to do shorter runs, especially if they have materials that need to be sent out or they can't cut back the frequency of their communications schedule," he says, highlighting the fact that short runs of promotional print and highly personalized communications are digital's strong suits. To capitalize on those opportunities, many sellers are applying digital's ROI to expanding niche markets, such as photo books, large format printing, security features and specialized packaging.
This year, Shamrock has seen average payables slip from 41 or 42 days to an average of 53 by the beginning of October. "Every company's cash flow is being looked at, and they're going to try to cut back," Just says. "In fact, the way things look now is the reason I decided to jump back into prospecting," he continues. "But what they need to realize is how to advertise smarter." After handling more than 7,000 print projects over the years, he knows selling digital can be an uphill battle.
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