IN MY February article, "Nay-sayers and Yea-Sayers," I talked about in-plants that are thriving. The in-plants in this group share something I refer to as establishing credibility with existing products first, and then using that trust to motivate interest in more valuable products, such as variable data printing (VDP). Those successful in-plants often use VDP as a stepping stone to other database-driven services such as e-mail marketing, PURLs, SMS and QR codes. The question becomes, should you offer VDP and other marketing services? If you read the trade press or attend trade shows, you probably have heard the suggestion that printers should offer marketing services. This message is typically targeted to commercial printers and is often called the migration from Print Services Provider (PSP) to Marketing Services Provider (MSP).
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