Print and beyond insights

High value marketing services in a high-tech world of Big Data

Roger Christiansen

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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The challenges Print Service Providers face in becoming MSPs

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• Competition: thousands of “marketing services providers” from multi-nationals to small specialist consultancies

• Business transformation is always a challenge• Culture• Experience• Skills

Latest trends in marketing favour a print comeback

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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)

Opportunities for PSPs

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Marketing Week, Dec 2012

Big data – small communicationsMarketers 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.

How to take advantage

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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

Building your own Marketing Services capabilities

Full colour variable-data printing

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Start small, grow fast • Focus on niche areas where you can add value.

• Move step by step, service by service, towards your destination: acting as a Marketing Services Provider at the heart of your client’s brand planning.

• Partner / outsource to extend your capabilities

Talk the talk approach clients more like a marketing agency - identifying solutions to their business needs and campaign objectives, instead of focusing on print requirements

In this way build a strategic relationship with your clients

Cross-Media Web to Print

Client Example: Elletra, Italy

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Challenges• Grow customer base• Expand range of services• Build client loyalty• Simplify order process• Web based marketing

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

Marketing Services

Powerful web-to-printsolution drives newbusiness at marketingservices agency

“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 customerbase. Integration with Ricoh’s print technology has streamlined document workflows, improving productivity.”Mario Morandi, Managing Director of Elettra

Ricoh solutions for Marketing Services

Consulting– Precision Marketing

Digital Printers

– Colour - Colour Cutsheet and Continuous Feed Inkjet Printers

– Finishing - wide range of options

Software and Solutions

– Full colour variable data technology – personalise can customise marketing materials

– Cross-Media technology – integrate print, online and mobile

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Variable data and personalisation software

Personalised Direct Mail

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

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Ricoh-europe.com/printandbeyond

Thank you

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