BAPC Leader Summer 2021

BAPC LEADER — SUMMER 2021 7 Prior to the coronavirus pandemic Eight Days A Week Print Solutions (EDWPS) had already made plans and decisions to make changes to the business and broaden its offering and services. EDWPS provides adaptability masterclass It has now shown a highly innovative approach to business diversification, adaptation, and product development under the leadership of Managing Director Lance Hill. This first phase of this was the investment in the Xerox Baltoro, which enabled the business to in-source a large piece of monthly work that had previously been printed elsewhere, while increasing its profitability, efficiency and productivity. In addition, through their client portfolio – which includes the education and pharmaceutical sectors – they showed an innovative approach to utilise their hand fulfilment skills to initiate projects to collate and distribute Covid testing kits. Because of their flexibility and equipment profile, they are also able to print the unique matching barcode labels that have to be matched and applied to multiple bags within the kits, thus driving more print volume. Another innovation and example of using collaboration and partnerships, is the access to Royal Mail’s home mover and new homes data. Working strategically with some of their garden centre clients, they have helped with the planning and execution of special new home packs that include multiple postcards, some with variable data, containing incentives for the homeowner to design their new garden and details of their nearest garden centre within the chain. Next on the agenda was the re-launch of their hybrid mail service. This new online platformwill drive new digital print volume that will bypass account management taking out an entire process and offering customers and prospects a really simple drag and drop online process to mail. Lance concludes: “There is also further investment planned with additional enclosing equipment on order with camera reading capability, plus live mail tracking reporting. EDWPS has proven the adage that it is those which are the most adaptable to change that remain successful in the long-term.” Eight Days a Week Print Solutions has intensified its focus on adaptation, diversification and product innovation On opening the box it triggered a video with a call to action asking the client/prospect to join us for a drink and a chat about how this form or marketing could help them. Then a day later a final email was sent with a link to a diary to set up a time to appointment time.Results - KPI’s (Key Performance Indicators) and engagement rates: •The G in Box campaign had a 78 percent response rate • Engagement was 43 percent and has led to our quoting for various work • Immediate new business placed is at 17 percent • Secured 28 percent of additional booked future work Effective marketing needs to connect without, openly, trying to sell something. Applying emotional values, plus personalisation, will increase the influences across the consumer’s journey. The task of marketing has never been so important to business survival and growth as it is, right now. In the current climate, executing effective marketing approaches and techniques will be the difference between a business surviving or closing. This year will see an upsurge in funds, to spend on marketing. Future success will be based on making the right decisions plus working with the best team. Results are irrespective of what your team decide to focus on, the crucial point is to consider everything carefully and examine all efforts getting an understanding of what performs and achieves the greatest results from the target audience. High quality, creative emotional multi-sensory marketing delivers lead generation, while establishing lifetime customer values. So, the way forward is understanding your buyer’s persona, focusing on your target audience and delivering innovative, creative marketing to influence their decision making. This is how we at Eazyprint believe future marketing trends will evolve. The creative expression, execution and quality of the Eazyprint ‘Ginbox’ emotional multi-sensory marketing campaign was stunning – resulting in highly impressive engagement rates