In this issue, we would like to try a unique approach to summarizing Graph Expo for you. I hope the previous month’s column gave you a good sense of the types of technologies to be showcased. This month, we’re giving you a taste of what the show actually looked like – a bit more visual. If you missed the show, perhaps you will feel you attended!
It’s interesting how quickly technology has changed our industry. One of the improving areas is thinking like we are communicators of information, as opposed to just being printers. The trick is that information can, in fact, be quite complex. In October, we discussed Transpromo printing, where we can use technology to provide clients with information that improves their experience with printed statements — at the same time creating a revenue stream for the advertisers that participate. At Graph Expo, people were tweeting and sharing information in various ways; for example, QR codes flooded the backs of business cards to help digitize contact information. Increasingly, the challenge is helping clients move information to and from the various channels that people use to access it, be it Web, paper, or mobile means. The sooner you start thinking about how you can help your clients do this, the better.
In addition to being beneficial to your customers, there is another added benefit. Managing a client’s information makes you a part of their process. When you are part of a process as opposed to just a quick, easy purchase, you enjoy the benefits of customer loyalty. Print is a tough market. In this type of market, I would seek stability in current business over new business. While it is important that sales grow, it is even more vital that they don’t fluctuate, as an uncertain cash flow can be detrimental to a small to mid-sized company.
There are many vendors as well as associations that can start to help you think about information. Recently, my colleague, Chris Smyth and I were able to speak at an Xplor event. Aside from being a great group of people, Xplor “is the worldwide association, of users and suppliers of the products and services that create, modify, and deliver customized information.” Now there is a great place to start thinking about information, and how to be a part of your customer’s process!
the whole trick is typed out as though it was a word. Using a trick does not count against your attempts total, so you can use them safely even if you have only one attempt remaining.