Dana on Marketing Messages: What Is 'Value' To Print Buyers?
"I think in any industry, value is different by customer," contended Petrulakis. "The key is knowing the customer inside and out, asking the right questions and listening. Get to know the customers' needs and objectives so you can add the value…Ultimately, value lies in the eye of the customer."
Are value and cost connected? "I think they're tightly connected," he wrote. "…if clients see no discernible difference between me and the competition, and no additional value in me, my company and my solution, they'll defer to low price." It's his job to create perceived value, which is in the eye of the client. When clients perceive a greater value in his solution, they're willing to spend more to work with him.
- 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
