Dana on Marketing Messages: What Is 'Value' To Print Buyers?
- I expect [to work with] someone who is as committed to results as I am.
- I expect the best price on the first quote, and that the printer will make sure we hit plant schedules.
- If there is a problem, I expect notice ASAP and suggestions on how to correct it.
- I expect that we will talk even when nothing is in the works.
- I expect that if the job belongs elsewhere, a printer will give me suggestions of who to call.
- The rep will make sure that others in the plant know who we are, the work we do and what we expect.
To Sal Giliberto of CSPS, "Value includes quality and service, but wraps them up in cost." Value is getting what you pay for, but there's really more to it than that. It's a two-way street. "Value only works if it's mutual: I'm very likely to value a printer because they value me and vice-versa.
- Companies:
- HBP Inc.
- Rider Dickerson
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com
