How to Create a Business Marketing Plan for Inkjet           Part 1

Posted by Roger P. Gimbel, EDP on Nov 21, 2016 3:16:34 PM
Roger P. Gimbel, EDP
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4 Main Steps to Success

Creating a Business Marketing Plan for Inkjet includes several steps. Success relies upon an honest evaluation of the print service provider and a detailed analysis of customers, competitors, and market trends. If inkjet is new to everyone in the organization, or an introspective examination of the current condition is difficult, then ask for opinions from outside observers and experts to help build the business plan.

S.W.O.T.

The first step in creating an inkjet business marketing plan is assessing the current         state of the operation. We always start with an objective analysis of strengths and weaknesses. Then we identify new opportunities inkjet provides and get a handle on risks and threats to the company’s success as a provider of inkjet printing services.

Common strengths we measure include sales skills, vertical market expertise, andMarketingStrategy.jpg existing contracts. Identified weaknesses might be skilled labor shortages, buyer perceptions compared to competitors, or high overhead costs.

Inkjet presents so many opportunities print service providers may need to decide which areas they want to exploit first and which can wait until they have more experience. Examples include expansion into new vertical markets, soliciting larger or smaller clients than previously served, and developing new applications that leverage the speed, price, and flexibility of inkjet. Because inkjet is more about data than other printing technologies, offering digital services beyond print but using the same data sources may be ways to deepen customer relationships.

Threats are highly specific to individual organizations, geographies, and markets. They might include competitors also entering the inkjet world, contract terms, overall economic conditions, or mergers and acquisitions involving key accounts.

Goals

Identifying the organization’s goals for inkjet makes all subsequent decisions easier. Is the aim to lower costs, develop new business opportunities, or make speed and productivity improvements? Is the long-term goal to migrate existing offset and toner production to inkjet or develop separate new business for the inkjet platform?

It might be helpful to solicit input from customers. What do they want their print service vendors to offer – a partner that can work with them to reach their goals, or only someone to fulfill print orders? What makes a service provider stand out in their opinion?

Major Account Review

The contacts and relationships with customers will probably need to change to sell the benefits of inkjet printing. Analyzing the current relationship level with key accounts helps organizations decide which accounts need nurturing and what resources to use to move sales conversations upward from the procurement office.

Which individuals own the applications? What are the customers trying to achieve? Who are the influencers and decision-makers at each customer and what is the strategy for reaching those people?

Inkjet technology can influence each major account differently. Often, print production is the least important part. More precise targeting, faster time to market, or greater response rates might be the real benefits customers realize from creating materials with an inkjet platform.

For existing applications slated for conversion to inkjet, service providers should develop an implementation plan with priorities, accountabilities, and target dates. Customized plans for key accounts would specify the technical, production, and client services team members assigned to the migration projects.

New Capability Definition

Understanding the capabilities of the new inkjet platform and the supporting workflow is vital for both internal use and for explaining to customers. Prepress is different for inkjet and so is press operation. There may be differences in finishing options or equipment. Color matching may not be as precise.

Don’t overlook the paper selection factor. Though choices are constantly expanding, paper suitable for inkjet printing is not available in the same wide range commonly used in offset. Paper properties will change the way colors are reproduced and the amount of ink required (and therefore the project cost). See our whitepaper, Paper and Ink Broaden Inkjet's Appeal.

A Business Marketing Plan for Inkjet will offer a road map. The plan delivers clarity of vision and goals, definition of objectives for a 3-6 month project to launch an inkjet printing service offering, and a 12-month approach to marketing engagement and sales strategies.

In the next post we’ll cover two of the most elaborate aspects of a Business Marketing Plan for Inkjet – marketing strategies and sales approaches.

Topics: marketing

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