Making the transition to high-value services.

1. Fromprintprovider
tomarketing
servicesprovider
Making the transition to high-value services

2. Fordigitalprinters,lifehas
changedalotovertheyears.
1970 1980 1990 2000 2010 20202015

3. Onceuponatime,printers
printed,whileagenciestook
careofeverythingelse.
“Iprint,thereforeIam.”

4. Today,printersareprinting
anddoingmoreinmarketing
anddesign,too.Thelistis
longandgettinglonger.

5. Creative
297 C

6. One-to-one
marketing
298 C
Creative
297 C

7. Variable data
printing
299 C
One-to-one
marketing
298 C
Creative
297 C

8. Variable data
printing
299 C
Email
marketing
300 C
One-to-one
marketing
298 C
Creative
297 C

9. Variable data
printing
299 C
Email
marketing
300 C
One-to-one
marketing
298 C
Personalized URLs
301 C
Creative
297 C

10. Variable data
printing
299 C
Email
marketing
300 C
Social media
integration
302 C
One-to-one
marketing
298 C
Personalized URLs
301 C
Creative
297 C

11. Cross media
campaigns
303 C
Variable data
printing
299 C
Email
marketing
300 C
Social media
integration
302 C
One-to-one
marketing
298 C
Personalized URLs
301 C
Creative
297 C

12. Sohowdidwegethere?

13. Thepush
Marginsforprint
alonearebeing
squeezed.
In a hyper-competitive market, print margins
areunderpressure.Printersareturningtonew,
customized, end-to-end services to help
them stand out, play a more important role
in their customers’ businesses and win more
profitable business.

14. Thepull
Multi-channel
marketingblewup.
Andtheshockwavebroughtdownthe
wallthatoncestoodbetweenprintand
digitalmarketing.Noweverymarketer
ismarketingacrossmanychannels.

15. Customers still want
the print serviceand
quality,butthey’realso
exploringboldnew
marketingmethods.
Today, the most progressive printers
are securing an important place in
the new marketing mix.

16. The upshot is:
whatitmeansto
beadigitalprinter
ischanging.

17. Thisisachallenge.

18. It’salsoagoldenopportunity.

19. FromPrintServiceProvider
toMarketingServiceProvider:
theopportunity.

20. Getthetransitionright
andyoustandtowinin
twobigways:

21. 1.You’llwinnewbusiness
andgrowexistingaccounts
withnewdifferentiated,
value-addedofferings.
Thebenefit:new,more
profitablerevenuestreams
tocomplementexisting
printservices.

22. 2.You’llmove‘upthefoodchain’
tobecomeastrategicpartner.
Indoingso,you’llbecomeapartner
withcustomersinthedesign,
developmentandexecution
ofmulti-channelcampaigns.

23. “We sent out 500 postcards inviting customers
to experience our cross-media demo, and so
far we’ve had 170 people take part. Now the
door is open to take them from saying ‘Wow,
that’s cool!’ to devising real applications they
can use in their marketing. That’s our new
opportunity to add value.”
Andy Place
Managing Director
RPM Digital, UK

24. FromPSPtoMSP:
howtogetthere.

25. Learnwhatyour
customersneed.
Ask them what returns they want their
print and digital marketing activity to
deliver. Learn as you challenge and guide
them and explore the options together.
1

26. Takeagood,hard
lookatyourself.
What’s the sweet spot where you can really
stand out and excel? And what opportunities
do you have to strengthen your position
through more strategic relationships?
2
Sweet spot

27. Investintheright
softwaretechnology.
As well as the physical machines, what
software will you need at the front and back
end of your new operation? What kind of
customer-facing web-to-print setup you might
need? Think about how job management
and workflow automation technology can
help you increase your efficiency without
compromising on your craft.
(We’ve written an eBook
on just that subject.)
3

28. Getyourstaff
uptospeed.
Identify the gaps in your capabilities, then
fill them. This might mean a combination of
external partnerships, new hires and training
for existing staff. Recalibrate your sales and
marketing strategy.
4
Training
New hires
External
partnerships

29. “The hardest thing we encountered
in making this transition was getting
long-term customers who know you
as a printer, to get to know and accept
you as a marketing resource.”
Mark Serbin
President, Serbin Print
Marketing & Publishing, USA

30. Walkthewalk.
Ofcourse,it’sbettertoshowthantotell.For
MSPs,thatmeanspracticingwhatyoupreach
bymarketingyourselftoclients–usingprecisely
theskillsandtechniquesyou’repromoting.

31. WhenFlorida-basedProgressiveCommunications
designed a marketing campaign to show off its
new capabilities, it decided personalization was
the key ingredient.
Progressive ran a 1:1 direct marketing campaign
including a mailer, initial email, personalized
URL, confirmation email and a highly
personalized calendar – created using XMPie.®
Case in point:
Progressive
Communications

32. The campaign showcased Progressive’s
ability to combine variable data and print in
personalized marketing assets – incorporating
variable text and imagery based on the
recipient’s name and gender.
It generated a nearly17percent response
rate and11.5 percent registration rate, yielding
a 68.5 percent conversion rate.
Most importantly, it achieved what the
company set out to do: it convinced customers
that Progressive Communications knows how
to design and execute marketing campaigns
that make the most of print and digital.
Case in point:
Progressive
Communications
(Read the full story here.)
conversion rateregistration rateresponse rate
68.5%11.5%17%

33. Norwegian print production house CopyCat
expanded its capabilities to cover web and
design as well as print.
To keep its customers up to speed, CopyCat ran
a campaign that took advantage of multiple
media: namely digital, print and
‘cocoa-based assets’.
The campaign’s hub was a responsive landing
page designed to look good across mobile and
desktop devices. Customers were directed here
by a URL and QR code on one of 11 customized
print brochures – customized to the different
specialities available at each of CopyCat’s
locations. Here, customers were asked for some
information, including their favorite chocolate...
Case in point:
CopyCat

34. The next time the customer came in for
a meeting, CopyCat was ready with a
personalized box of the customer’s chosen
chocolate. CopyCat created all of this with
XMPie®
and a Xerox®
iGen4®
Press.
Within two months, CopyCat saw revenues
in all departments increase as a result of the
campaign, with an average of three new
customer meetings per week.
As well as attracting new customers, the
campaign led 15 existing customers to add
new services to their business with CopyCat.
Tasty.
Case in point:
CopyCat
(Read the full story here.)

35. Seemoregreatexamples
ofprinterswhohavemade
thetransitiontomarketing
servicesproviders.

36. That’showitworks.

37. That’showitworks.
Listentoyourcustomers
anddiscovertheirneeds.

38. That’showitworks.
Listentoyourcustomersand
discovertheirneeds.
Thinkabouthowyoucouldextend
yourservicestohelpmeetthem.

39. That’showitworks.
Listentoyourcustomersand
discovertheirneeds.
Thinkabouthowyoucouldextend
yourservicestohelpmeetthem.
Thendesignacampaignthat
demonstratesyournewcapabilities.

40. Itpaystomove
upthefoodchain.
Traditionalprintserviceswillalways
beindemand–butcompetitionis
compressingmargins.
The benefits of extending beyond
traditional print are too powerful
to ignore.
(The good news? You’re never
alone as you embark on this journey.)

41. ©2016 Xerox Corporation. All rights reserved. Xerox®, Xerox and Design® and “Work Can Work Better” are trademarks of
Xerox Corporation in the United States and/or other countries. BR19673 XOGDL-02UA
About Xerox
Xerox is helping change the way the world works. By applying
our expertise in imaging, business process, analytics,
automation and user-centric insights, we engineer the
flow of work to provide greater productivity, efficiency and
personalization. We conduct business in 180 countries, create
meaningful innovations and provide business process services,
printing equipment, software and solutions that make a real
difference for our clients – and their customers.
Learn more at www.xerox.com