How Buyers View MSPs –Dana
We’ve blogged about it, written editorials about it and debated it in town-hall-type meetings. The movement among printers to become Marketing Services Providers (MSPs) continues to spark controversy.
In May, I blogged about it for PIworld.com. All hell broke loose. My concern was—and is—that some printers started offering one or two campaign-type services (like variable data printing or Web-to-print) and called themselves MSPs. It's this shallow, in-name-only rebranding that I object to, not the fact that printers must evolve.
I started wondering what print customers think about this trend. At our PBI Midwest Conference in Chicago, I introduced it in an open forum. That's when I learned of the resentment felt by some agency creatives. They told stories about printers going after their clients for design work, and said they'd no longer work with these printers.
A month ago I contacted a few print buyers for their opinions. What did they think? Are they working with printers who identify themselves as MSPs? If not, would they?
I asked these customers some key questions:
1) Are you for or against the trend of printers as Marketing Services Providers?
2) Have some of your print partners evolved in this way?
3) Do you actively seek out these "new printers" to work with?
4) Do you need, want and/or expect marketing services from printers?
5) What marketing services in particular are you now getting from printers?
6) What marketing services do you think is a natural fit for printers?
7) Do you want to work with printers that are MSPs? Why or why not?
The responses I received were interesting in how much they varied. Comments from three women, in particular, gave me a lot of insight into current opinions among buyers. They work in different industries and have different levels of experience. They prefer to remain anonymous.
The least experienced, with eight years in the business, works in production management for an Ivy League university. She's all in favor of this changing role for printers. She welcomes partnering with her printers so that together they can "develop and troubleshoot from the marketing side through to the execution side." Some of her printers are already operating as MSPs. They have helped develop direct mail campaigns for some of her clients.
Happy with Her MSPs
"I think that having marketing services at the printer is a benefit," she wrote, "though it is not a requirement. Working cooperatively with printers is key for success, and getting them involved in the development of a campaign can be very effective in unifying the message and correspondence."
Currently, this production manager is working with a printer to establish a fully integrated, variable data platform, which will help them target their message to the individual. She then said something that will put a broad smile on printers' faces: "When executing a multi-channel campaign, it is natural to ask the printer to unify all of the elements, especially when they are using XMPie or another integrated variable data/multi-channel platform."
Although she wouldn't ask a printer to become the exclusive marketing engine for any one of her clients, she welcomes the opportunity to work with full-service MSP printers. She appreciates the added marketing execution assistance that they can offer.
The second person I interviewed has more than 20 years in the field. She's a print production manager with agency, corporate and print manufacturing experience. Currently, she works for a major senior living company that has nearly 100 locations across the United States.
Her take on printers as MSPs is different. Although she fully understands why printers must evolve (and says that 90 percent of the printers she's worked with for 20+ years have moved in this direction), she's yet to find one who's really proficient in marketing services.
She's open to the notion, yet skeptical. Most of the evolved printers she knows "don't have the infrastructure needed to employ subject matter experts in the new arenas they're playing in…Too often they're not nearly as skilled at their new offerings as they claim to be."
This production manager prefers to work with printers who are the best printers. When asked what marketing services might be the best fit for printers, she replied, "I really don't think any marketing services are a natural fit for a printer. A good printer is a master at custom manufacturing."
What would impress her is a printer who partners or merges with an advertising/marketing firm. But a printer acting merely as a broker for marketing services isn't an acceptable arrangement.
In time, she could see herself working with evolved printers once they've become established experts in marketing services, but currently doesn't have the time or the patience to work with them. "I insist on working with experts, not minor league trainees," she says.
The third person I interviewed has the most field expertise, with production/project management experience of more than 30 years. Whether or not she would work with MSP printers is not easy to answer, but if pushed, she gives it a thumbs down.
An Opposing Stance
She takes pride in having "worked tirelessly and consistently to keep clear lines of definition between designer and printer—placing value and merit to let each do what they do best." Her print providers are already helping with mailing list management and VDP/fulfillment, as well as online ordering. The growth in digital printing capabilities has moved a large part of traditional mailing house business to printing firms that offer mailing services. But, she draws the line when it comes to programming talent and marketing expertise.
She remains open minded on the subject. When asked if she planned on working with MSPs, she wrote, "I'd be a fool not to listen to alternate perspectives, statistics, success/failure reports and recommendations. But, this information can come from many sources, a printer being only one, and not necessarily at the top of my go-to list."
If the MSP printer were partnering with professional, experienced marketing experts, she'd be "far more receptive to expanding the services used." Then, she made an interesting analogy between printing qualifications and marketing qualifications.
Traditionally, good printing is a combination of things like experience, equipment, value, attitude, sales—and honor. "What are the parallel criteria for MSP qualification?" she asked. They have yet to be developed. This makes the evaluation of "evolved" or next-generation printing firms that much more difficult. The bottom line is that she's open to working with MSPs, but would start with printers she already trusts and with whom she has a rock-solid business relationship.
It doesn't surprise me that some buyers are more open to working with "evolved" printers than others. There will never be consensus on this topic, any more than there will be consensus about working with brokers vs. sales reps. Evolution within the industry is necessary for both buyers and manufacturers. It will be interesting to look back in 10 and 20 years to see how far we've all come. What will the printing industry look like? What will be the role of print buying pros? Will we still have specialists in this medium or will we have generalists?
Recently, the phrase "Media Mix Masters" popped into my head. Maybe that's where we're all headed. 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.
