Feedback from Print Buyers —Dana
I'm lucky. I get to be part of large groups of professional print buyers several times every year. The fall 2010 season was a bonanza in that regard.
In October, I moderated a panel discussion featuring two high-level print production pros. We discussed the role of print in the modern media mix. The next day, I kicked off the print buyer programming at Graph Expo 2010 with a full-day Print Buyer Boot Camp, along with Frank Romano and Steve Suffoletto. Our goal? To help educate new print buyers. We covered the basics of commercial printing, as well as how to work with the industry. Then, for the next two days at Graph Expo, I chaired a Print Buyer Forum geared toward senior-level buyers (for the fourth year).
A week later, back in New England, Print Buyers International hosted a Night at the Museum (of Printing) in North Andover, MA, where I had a chance to speak about print buying trends—and then chat with more senior-level print buyers on the cusp of career changes.
Finally, by the time this column is in print, we'll have held our 5th Annual Print & Media Conference, where more than 110 print buying pros (plus print providers and paper industry professionals) convened for two days of educational programming and networking.
Aside from these events, I get a constant stream of e-mails from print customers and print manufacturers who want to discuss industry trends or who have an issue that's bugging them. With all of these connections and conversations, it's my responsibility to listen. Whether or not I can offer on-the-spot guidance or answers, I must at least be mindful of what people are saying and how it fits into the bigger picture.
What I hear is always interesting. Take, for example, what came out of my Brainstorming Session during the Print Buyer Forum at Graph Expo. There were about 45 people in this session. Most were print customers, but a few print providers also attended. Let me share some of the things I heard.
Not About Titles
By the way, they were a very savvy group, averaging 20 years of experience. Their titles were all over the place. About a third of the titles included the word "print" and/or "production." Other titles included Research Engineer, Director of Production, Vice President of Operations, Application Project Leader and Economic Development Assistant. (It's impossible to look for prospects by titles alone. Don't waste your time.)
In time, fewer and fewer corporate titles will include the word "print." Buyers' roles are changing dramatically. They have to learn new skills and embrace new media—much like print providers.
Printers are (and always were) print buyers' primary sources of education. That's not going to change—and isn't it good news for printers? Just knowing that customers depend on you to bring them information to help them do their jobs better should get your creative juices jumping. One woman said, "If vendors don't have any ideas, then they are not a good fit for me." It seems to me that a printing company that takes this seriously would have quite an edge over its competition.
Print buyers want software to help them manage their projects. I ask about this every chance I get, and it's always a popular topic. (That's why I love brainstorming sessions with buyers. I raise a topic and, if I get no reaction, we move on. Audience members are encouraged to suggest topics, too. Pretty soon, the whole room is buzzing with ideas and solutions.) No particular software package stands out with the print buyer community.
This particular audience shared a few names, including Hiflex, PrintStream, P3, PrintCheck (process and control for color management), Aprimo (project management tool), EPMS and Mtivity.
We moved on. Someone raised the question, "What's the role of the senior print buyer?" The group decided that senior buyers should share their knowledge and educate younger buyers, as well as colleagues. They should explore options. They need to get more involved in the end use of company products.
Senior-level buyers swear by a printer's equipment list. This topic got the Brainstorming Session participants all worked up. Buyers said that they had to look at a printer's list ahead of time. Years ago, my position was that a list was meaningless to most print buyers. I was wrong. Senior buyers count on the list. It's one of the first things they look at.
Similarly, experienced buyers take a plant tour when they're considering working with a print provider. New buyers don't feel the urgency of this; nor do they depend on an equipment list.
Senior-level print buyers want measurement tools to help them grade their print suppliers. Measurement may not be the right word, but this group spoke at length about vendor "report cards," and someone mentioned "on boarding processes," as well.
Modern Media Mix
Some senior-level print buyers are beginning to see themselves as Content Specialists. I've given up on the notion that there will be uniformity in their corporate titles. A few months ago, I was beginning to think that "media specialists" had a nice ring to it, but this audience wasn't feeling the love. They talked about being responsible for repurposing content for lots of different media. Makes sense to me.
Neither I nor anyone else can predict with any certainty what print buyers' roles will look like in five, 10 or 20 years. Common sense tells me there will be less print involved, but this isn't news to anyone. Senior-level print buyers crave skill building beyond the scope of print. They know print. Now it's time to learn about different media, as well as marketing.
It's important for me to distinguish senior-level vs. brand-new print buyers when I speak of them…or to them. The gap between the two keeps widening. They possess different buying practices and behaviors, and they need different information from print providers.
If you listen carefully to your customers and prospects, you know exactly what I mean. Senior buyers might talk about color management, directed buy programs and the differences among the digital presses. New buyers tend to lump all printers together, and they lack the vocabulary to communicate their needs and projects very well. With senior buyers, you may find yourself on the defensive. With new buyers, you're a teacher.
One thing hasn't changed over the years. When I listen to groups of buyers, they speak respectfully of print manufacturers. They like coming together to talk shop with their peers. They want to discover new resources, new tools and new ways of solving shared problems. They are concerned about their future in this business.
So, now you know a bit about what I heard this fall when I listened to various print buyer groups. I have to believe that it will help you, as print providers, understand them a little bit better.
I'll keep listening, and I encourage you to do the same. PI
—Margie Dana
About the Author
Margie Dana is the founder of Print Buyers International (www.printbuyersinternational.com), which offers educational and networking opportunities to those who work with the printing industry. She produces an annual print buyers conference (www.printbuyersconference.com) and has written her popular e-column, "Margie's Print Tips," since 1999. Dana speaks regularly at trade events and offers consulting services as a print buyer specialist. She can be reached at mdana@printbuyersinternational.com.
