The collaboration between a business and a print services provider has changed dramatically. Traditionally, print suppliers may have liaised solely with procurement divisions or marketing departments and been instructed on a business’s requirements.
However, print suppliers are now increasingly working with those at the front end of communications to devise the best possible marketing solutions, based on creative, as well as technical input.
At one time, where printing requirements were outsourced without a full appreciation by the client of the level of design and technology-led insight that external print suppliers can bring to the table. Given the current economic climate, the heightened need to win and retain business, and of course the fast-changing pace of technology, adding value to an overall marketing brief is now a priority for all concerned.
It is therefore not surprising that what are traditionally seen as background ‘marketing support’ channels that deal with one-way requests after a specific brief is decided on, are becoming a thing of the past.
But why is this? Well, one obvious answer would be that print is no longer one dimensional – the layout of promotional material and marketing collateral has become ever more hi-tech and design-led, meaning that the level of expertise required to develop this has grown in parallel. As a result, internal marketing teams or agencies that use the services of a print vendor benefit from working more directly with suppliers to drill down into the finer details of a brief and also added expertise on how a design could be enhanced.
Digital printing, web design that is ‘print-ready
Print-related technology is constantly changing and it can, of course, be difficult for businesses and even marketing agencies to stay abreast of these, given their focus on core operational issues. Digital printing, web design that is ‘print-ready’, and augmented reality-based technologies are just the tip of the iceberg when it comes to exploring the plethora of available tools that can help make print material as engaging as possible.
Given that the print marketing landscape is constantly changing, the role of print suppliers in providing insight and expertise to help close a growing gap in client-side knowledge and what works best, has clearly stepped up a gear. Suppliers have to adapt fast, and it is this forward thinking attitude that can have a direct bearing on the level of expertise print managers can take back to their clients.
The growing technicality of print marketing means that suppliers have developed technical teams that comprise multiple skills covering on and off-line communications. Coupled with the level of detail that client-side marketing briefs now require, it is not surprising that direct relationships have developed and become more commonplace.
Craig Brown is Head of Print Solutions at Office Depot
About Office Depot
Office Depot provides core office supplies, the latest technology, school essentials, copy & printing services, cleaning & breakroom products, and furniture to consumers, teachers and businesses of all sizes through 1,614 worldwide retail stores, global e-commerce operations, a dedicated sales force, an inside sales organisation, and top-rated catalogues. The Company has annual sales of approximately $10.7 billion, employs about 38,000 associates, and serves customers in 60 countries around the world.
Office Depot’s common stock is listed on the New York Stock Exchange under the symbol ODP.