BAPC Leader Summer 2021

SUMMER 2021 — BAPC LEADER 18 John Morley, EFI Worldwide Channel Sales Director for Productivity software, explained the critical trends sweeping the market and how its MarketDirect suit is assisting printers in adapting to them. “The reality is that multi-channel campaigns are growing faster than ever because they prove more effective. Coordinating print and digital platforms in a cohesive way utilises the strengths of both and cuts through to consumers while providing measurable results. Indeed, studies* show that using two platforms can increase ROI by 19 percent. This rises to 35 percent with five platforms,” explains John. Nearly all (97 percent*) campaigns created include print alongside othermodels, andwhile various cloud services, like MailChimp and Facebook, can automate the digital element – who handles the print side? Serve them up a treat John continues: “Commercial printers, office superstores and online printers are the first port of call for many SMEs, so why not diversify your services and grab a share of the digital spend? Progressive PSPs are now generating 26 percent† of their revenue from non-print related services. In doing so they add value to their customers and not giving them a reason to shop elsewhere. “It is all too easy to be complacent in business but, to remain relevant, you have to acknowledge market shifts and adjust and enhance your services to keep fulfilling customers’ evolving needs.” Fill your plate with possibility No one knows print better than its manufacturers, but the risk of sticking with traditional models means they could get left behind. The explosion of digital communications and the apparent lower costs associated are a real factor in driving print to become a price driven commodity. Print has to fight back showing the intrinsic value in the physical presence of our products in marketing and communications. John continues: “It is time to step outside your business boundaries and embrace change. It is time to extend your value to customers and change the dynamic of your relationship with them. It is time to take your rightful seat at the breakfast briefing table – where campaigns are created – rather than when they are approved and you are just quoting on any print element. “So, don’t be a silly sausage, get in touch and find out how we can help you deliver a full-English of opportunity and possibility to your customers. We look forward to hearing from you and seeing you soon at the next IPIA Big Breakfast.” John concludes: “EFI technology equips you with the multi- channel tools to grow your business and improve customer satisfaction. But, above all, it saves you time and enables you to improve your margins when you most need to.” Build Powerful Campaigns Setting up campaigns across each platform to be used is both complex and repetitive. With technology like EFI MarketDirect, campaign assets can be repurposed quickly and you do not need to be an IT wizard to do it. Multi-channel solutions equip PSPs with the capability to integrate print with digital marketing. By leveraging the effectiveness of digital print for variable data printing (VDP) and personalisation you can help clients build powerful campaigns and maximise the impact of their marketing spend. At the same time, you are reinforcing the relevance of print and EFI MarketDirect solutions can help you retain your customers as well as acquire new ones. The IPIA Big Breakfast online bi-monthly networking mornings have been attracting hundreds of professionals from marketing agencies, trade printers and suppliers from across the UK. Its own marketing and booking system is now powered by EFI MarketDirect as part of a multi-channel strategy to grow its reach still further. EFI fuels the most important meal of the day for the IPIA † Source: EFI | 1 Source: Analytic Partners 2016 | *Source: Canon Insight Report - Creating Customer Value