How can a printing company meet the challenges of the 21st century? Only by continuously investigating and researching new technologies can new development opportunities be accommodated. The advance marketing model will widen the distance between excellent and mediocre companies. Actively pursuing successful marketing activities will make printers who provide a variety of services stand out, and those who stop printing will not keep up with the development of the times. And faced with being eliminated.
The new century is an era of rejuvenation and welcome to the new age. It is also an era with great challenges and potential opportunities. For commercial printers, are you ready to face the new century?
At present, both commercial printers and customers who want to obtain printed materials are continuously investing large amounts of manpower and material resources in advanced digital technologies. At the same time, the network is also serving as a business partner. Even middlemen provide a new type of business for all types of enterprises. The trading method.
The methods for managing these new digital technologies include a series of new management methods ranging from training of serving employees to recruiting highly skilled professionals, and finding suitable employees so that these new technologies can give full play to their advantages and continue to promote the development of the enterprise. Its main purpose is to increase production efficiency, improve process flow, and improve print quality.
In this era of alliance, the new management model is to dissolve the attractiveness of independence, competitiveness, and high productivity, thus forming a super-large-scale company.
Management content should cover a wide range of media: from the business model of paper media to true one-step communication solutions, in the field of commercial printing, digital resources management, multiple uses of printed documents, and on-demand printing And other new programs.
In addition to being a channel for fostering long-term partnerships with customers, the Internet has gradually become a major communication tool and E-procurement solution, enabling printers to provide customers with personalized services.
The following are some of the prospects for managers of commercial printing companies who have targeted friendly customer service management methods such as technology investment, training, marketing strategies, personalization, and timeliness.
1, promotional innovation
In order to ensure a favorable competitive position, a printing company in Las Vegas (Company A) spent $60 million to make sales promotions and use every opportunity to upgrade the digital prepress center and printing shop. In the past four years, all aspects have made great progress. At the beginning of the 21st century, they will put the main funds into the development of communication and digital resource management systems.
Innovation, software and technology are only part of the company's strategic development. For % printing companies, the success achieved in the new century is through the implementation of a simple and clear two-way strategy, using the latest technological advantages to provide customers with high-quality products. At the same time, it is also accompanied by honesty - the eternal theme - to provide excellent customer service.
2, pay attention to staff training and sales
　　 The B printing company located in Waukengan, Ill., has an annual production value of 3.8 million US dollars. Since 1999, huge investments have been made in the introduction of new technologies. The money has not only been spent on management information systems, but also spent on prepress and postpress departments. And these investments are not limited to equipment and software. They also spend a lot of money on personnel training.
Last year, they invested in the Prinergy workflow based on Adobe PDF produced by Cero/Heidelberg, showing the company's confidence in technology investment and training. Prinergy digitized the production process in less than a year, greatly increased the productivity of the printing and binding shop, and recouped the investment before the planned plan.
The National Image Communication Industry of the United States is carrying out strategic rebalancing for commercial printing companies, allowing companies in each region to provide customers with one-stop service and positioning to provide customers with a full range of services, from product photography to advanced prepress Services, from half-width to full-size printing, telemarketing, post-processing packaging, and mailings management services.
The biggest impetus for the equalization of the joint commercial printing market in all regions was cross-selling, which was also a major growth point for a joint company. For example, Nationwide’s annual sales increased from US$3.2 million in 1998 to US$9.5 million in 1999. And will continue to grow.
Before Nationwide has its own employees, the sales staff of each company will provide customers with a full range of services. These cross-selling services were previously unavailable to a company's sales staff. Nationwide also plans to allow these employees to have more opportunities for cross-selling, training them on how to provide a full range of services, and if necessary, professional sales training for them.
In the 21st century, Nationwide will open a formal training program for their sales employees, and continue to have their sales staff go to many of the merged companies to learn, familiar with the skills and services of other combined companies. At the same time, the company is preparing to conduct an e-commerce strategy survey that is expected to be launched in the near future.
Nationwide will continue to manage their companies in a more decentralized manner, as many of the companies merged into Nationwide will still maintain its original management functions. Therefore, the company will also provide them with a training program for the management team so that managers can follow suit. After the merger of the company's management methods and skills, these training programs will be implemented internally or by third parties.
3. Understand the market
For any commercial printing company to succeed, it must know its main market, its development direction, and understand its customers' needs.
4. Retain customers
Some companies are now proposing to provide training opportunities for their clients. Both parties can benefit from this. These trainings mainly involve how to better prepare documents, improve technical efficiency solutions for production efficiency, how to make market forecasts, etc. Besides, they can also hold several lectures to explain the cases to the audience and promote some of them on advertising, marketing, and customer service. success experience.
5. Personalized service
Although the merger of the printing industry is becoming a trend, it is booming. But for independent commercial printers, there are great opportunities to dig, that is to provide customers with more personalized services. As an independent printer, it is imperative to develop long-term relationships with customers and provide personalized services.