Dana on Marketing Messages: Changing Role Of Print Buyers
There's another reason why printers need to understand buyers' roles today: most print buyers source a wide range of printed products. Ten or more years ago, it was typical for corporate print buyers to handle commercial printing needs—end of story. In 2013, print buyers source a wide range of graphics-related products. This includes offset and digital (of course), posters and signage/display products, POP and POS materials, stationery products, even packaging. The key takeaway for printers is that your customers and prospects should learn about your full breadth of products and services.
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
