Dana on Marketing Messages: What Is 'Value' To Print Buyers?
- Did the proof arrive on time, and was there an electronic proof option for simple jobs?
- Did the proof match the press sheet?
- Was the press check area comfortable and calibrated to the press? (Extra points for having food ready for a long press OK; added value if the press operators are congenial.)
- Was the job completed correctly…on the right paper?
- Was the correct quantity delivered on time?
- Was the invoice correct?
He had interesting comments on the relationship between value and cost. "I know [our trusted group of print providers] can deliver a quality product, on time, at a reasonable cost. However, we constantly verify cost and quality. We reward that value and cost structure when we keep our commitment to pay invoices on time.
- 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
