High value marketing services or commodotised print ? This presentation looks at the options facing Print Services Providers as they seek to introduce new marketing services

1. Print and
beyond
insights
High value marketing
services in a high-tech world
of Big Data
Roger Christiansen

2. Contents
 The challenges Print Service Providers face in becoming MSPs
 The latest trends in Marketing favour a print comeback
 Opportunities for marketing print: BIG data … SMALL
communications
 How to take advantage
 Building your own marketing services capabilities
 Customer references
 Ricoh solutions
 Summary
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3. The challenges Print Service Providers face in
becoming MSPs
• Competition: thousands of “marketing services providers” from
multi-nationals to small specialist consultancies
• Business transformation is always a challenge
• Culture
• Experience
• Skills
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4. Latest trends in marketing favour a print
comeback
Digital marketing is the pre-eminent communication channel but it is
becoming less and less effective in isolation
64.8% of all email is spam (Symantec)
Direct Mail is 30 times more effective than email
(DMA)
Consumers prefer Multi-channel – 40% of online
searchers make a purchase after being
influenced by an offline channel (InfoSys)
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5. Opportunities for PSPs
Big data – small communications
Marketers are now looking for more sophisticated ways to reach their customers with the right
message, at the right time, using the right combination of communication channels - print, digital,
mobile, social media.
Marketing Week, Dec 2012
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6. How to take advantage
 In this new world of targeted marketing, the key focus is on creating a value-
added effective communication, which works across multiple channels - and that
is great news for PSPs for several reasons.
Print is acknowledged as one of the most effective means
of communication
Print requires specialist skills
PSPS have a strong role in advising on the latest
developments in digital print and how to create value-
added marketing print
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7. Building your own Marketing Services
capabilities
Start small, grow fast Talk the talk
• Focus on niche areas where you can add value. approach clients more like a marketing agency -
identifying solutions to their business needs and
• Move step by step, service by service, towards campaign objectives, instead of focusing on print
your destination: acting as a Marketing Services requirements
Provider at the heart of your client‟s brand
planning. In this way build a strategic relationship with your clients
• Partner / outsource to extend your capabilities
Web to Print Cross-Media Full colour variable-data
printing
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8. Client Example: Elletra, Italy
Challenges
Marketing Services • Grow customer base
• Expand range of services
• Build client loyalty
Powerful web-to-print • Simplify order process
solution drives new • Web based marketing
business at marketing
services agency Solution
• „Business Driver‟ consultancy
• Identify online business opportunity
• Propose web-based strategy
• Customised e-commerce platform
• •Web-to-print order and submission
Results
• Customisable solution
• Minimal upfront investment
• Quickly established web presence
• Full integration with workflow
• Powerful e-commerce tools
“Ricoh’s advice when we implemented our web marketing
strategy was invaluable. Digital StoreFront is our window to the
world. It is helping us to service existing clients more effectively
and promote our business to a new and expanding customer
base. Integration with Ricoh’s print technology has streamlined
document workflows, improving productivity.”
Mario Morandi, Managing Director of Elettra
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9. Ricoh solutions for Marketing Services
 Consulting
– Precision Marketing
 Digital Printers
– Colour - Colour Cutsheet and
Variable data and personalisation
Continuous Feed Inkjet Printers software
– Finishing - wide range of options
 Software and Solutions
– Full colour variable data technology –
personalise can customise marketing
materials Personalised Direct Mail
– Cross-Media technology – integrate
print, online and mobile
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10. Summary
 There will always be a need for quality print –
PSPs can build upon and enhance their print
expertise rather than try to move too quickly to
become a full Marketing Services Provider.
 PSPs can implement marketing services at
their own pace, step-by-step to suit their own
expertise, client base and aspirations.
 Find out more on Ricoh Business Driver
Ricoh-europe.com/printandbeyond
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11. Thank you
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