Who Are the NEW Print Buyers? A Margie Dana Presentation
Upcoming SlideShare
Loading in...5
×
 

Who Are the NEW Print Buyers? A Margie Dana Presentation

on

  • 614 views

Key findings from a survey of professional print buyers are shared in this recent presentation by expert Margie Dana. Who ARE the print buyers? Where do they work? What do they want from commercial ...

Key findings from a survey of professional print buyers are shared in this recent presentation by expert Margie Dana. Who ARE the print buyers? Where do they work? What do they want from commercial printers? What are they buying?

Statistics

Views

Total Views
614
Views on SlideShare
568
Embed Views
46

Actions

Likes
0
Downloads
7
Comments
6

2 Embeds 46

https://twitter.com 45
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

15 of 6 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • @undefined thanks, 12-Point-SignWorks! I just saw your comment to my presentation today, so forgive my delay in thanking you. Glad you liked the data! Have a great fourth!
    Are you sure you want to
    Your message goes here
    Processing…
  • @undefined thanks, Kimberly! the charts were generated automatically by Surveymonkey, which was my survey tool. I'm glad you found the presentation info useful. It was fascinating to me, and I think should be helpful to both customers and print purveyors...
    Are you sure you want to
    Your message goes here
    Processing…
  • THANK YOU for all the continued support you provide and representation of the Print Buyer community. This presentation was very informative and easy to comprehend; I wouldn't change a thing! including color choices :)
    Are you sure you want to
    Your message goes here
    Processing…
  • Thanks for all the great marketing information! It was really useful :)
    Are you sure you want to
    Your message goes here
    Processing…
  • Sorry about that; no one's perfect. Have done this presentation live many times and no one else has complained.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • THIS IS MY JOB: TO LISTEN <br /> TO YOU <br /> TO CUSTOMERS AND PROSPECTS <br /> TO INDUSTRY PUNDITS <br /> TO MEDIA EXPERTS <br /> THEN AND ONLY THEN CAN I BE OF VALUE TO PRINTERS AND PRINT CUSTOMERS… <br />
  • Cite the buyers who wrote to me – all highly qualified, very senior, astute, sophisticated- and all boomers or Gen Xers <br />
  • Cite the buyers who wrote to me – all highly qualified, very senior, astute, sophisticated- and all boomers or Gen Xers <br />
  • Cite the buyers who wrote to me – all highly qualified, very senior, astute, sophisticated- and all boomers or Gen Xers <br />
  • Cite the buyers who wrote to me – all highly qualified, very senior, astute, sophisticated- and all boomers or Gen Xers <br />
  • Cite the buyers who wrote to me – all highly qualified, very senior, astute, sophisticated- and all boomers or Gen Xers <br />
  • Cite the buyers who wrote to me – all highly qualified, very senior, astute, sophisticated- and all boomers or Gen Xers <br />
  • Macy’s personalized their catalogs recently! They printed HALF A MILLION CATALOGS. <br /> FOR CUSTOMERS WHO BOUGHT SHOES – THEY SHOWED MORE SHOES. <br /> FOR CUSTOMERS WHO BOUGHT LINENS/TOWELS, THEY SHOWED MORE LINENS AND TOWELS. <br /> CONSIDER THIS, THOUGH: <br /> MORE THAN HALF A DOZEN UNIVERSITIES ARE OFFERING CONCENTRATIONS AND EVEN DEGEE PROGRAMS TO PROCUREMENT, INVENTORY MANAGEMENT AND SUPPLY-CHAIN MANAGEMENT. <br />
  • from the CISCO paper on workforce 2020, “The workplace will increasingly need to function as a classroom and the classroom as a passageway to the working world.” <br /> Ladies and gentlemen, I ask you: how will the print industry fit into this new workplace? How will you serve the new breed of print buyers – whatever they’re called? I believe if you pay attention to this incoming class of customers – what tools they use, how they communicate, how they do business as consumers, and what their expectations are of businesses in general – you can craft a media content strategy and start building the new generation of print companies. <br />

Who Are the NEW Print Buyers? A Margie Dana Presentation Who Are the NEW Print Buyers? A Margie Dana Presentation Presentation Transcript

  • The Print Buyers of Today & Tomorrow Margie Dana Margiedana.com March 6, 2014 Graphic Arts Association
  • @margiedana
  • @margiedana ARE YOU READY? IMPORTANT INFORMATION COMING YOUR WAY PRINT BUYER INTELLIGENCE 2014!
  • @margiedana Latest Research Is Why I’m “Here” o Surveyed 315 print buyers in July 2013 Why? To identify changes to role of print buyers & develop a current, reliable profile of typical buyer o Partnered with consultant John Zarwan J Zarwan Partners, independent consultancy. Dr. Zarwan is internationally known for his knowledge & independent perspective. www.johnzarwan.com o No one else is studying this community o Research benefits buyers, print providers, suppliers
  • @margiedana What to Expect This Morning o 60-75 minute presentation o Q & A o Our key findings in this research o A peek at what today’s “New Print Buyers” look like o Implications for print service providers o My predictions
  • @margiedana
  • @margiedana Steeped in “print buyer-hood” o Former print buyer 15+ years o Founder of Print Buyers International (2006-2012) o Produced 9 PBI Print & Media Conferences o Write weekly Print Tips (since 1999) o Manage buyers-only PBI LinkedIn Group o Wrote 3 books about print buying & print selling o New business: content provider o Conduct market research on print buyers
  • @margiedana What I Can Do for You 1 Content marketing strategy – determine where you need more or better content 2 Social media jumpstart plan – 3 months 3 Develop excellent blogs – inbound marketing 4 Develop spot-on email newsletters – a specialty 5 Audit & improve your web site 6 Consult with you on print customer issues 7 Public speaking – for sales teams, print CEOs
  • @margiedana The New Print Buyers Report 315 print buyers Across all industries 90% US, 10% Canada Anonymous. They trusted us with the data.
  • @margiedana Key Demographics o Work in 1 of 3 types of businesses: companies that buy print (59%); creatives, agencies (29%); brokers, independent buyers, print managers (12%). o For most, print buying still important part of their job. Only 20% said not a core responsibility. o Printers were not eligible.
  • @margiedana How much print do they buy? In aggregate? $1 billion - $1.5 billion. Half spend over $1 million annually.
  • @margiedana What are they buying? You name it.  Brochures, collat. 80%  Direct mail 56%  Flyers 51%  Posters 50%  Sign/display 49%  P-cards/rack cards 46%  Stationery 38%  Ad inserts 31%  Packaging, labels 30%  POP 27%  Publications 26%  Catalogs 25%  Manuals, doc 22%  Forms 20%
  • @margiedana Gender? Age? Experience? The interesting stuff no one bothers to find out. We did.
  • @margiedana 63% were women Women are more experienced Women more likely to be in corporate environments
  • @margiedana Most respondents over 45 25% are younger than that So…typical print buyer today is a woman over 45
  • @margiedana How experienced are they? 39% had over 20 years 18% had 16 – 20 years 20% had 11 – 15 years 16% had 6 – 10 years 5% had 1 – 5 years Only 2% had under 1 year Their print buying roles differed.
  • @margiedana Where do you think they work? - Corporate communications? - Marketing? - Creative/graphic design? - Purchasing?
  • @margiedana Take a look…
  • @margiedana March marketing. Echoes 1st study
  • @margiedana Implications? Job titles moving away from Print Buyer & Production Manager. Movement towards Marketing In January study, only 18% had titles of Print Buyer 30% were Production Managers Roughly 50% had other titles
  • @margiedana This study’s findings are representative of the print buying universe.
  • @margiedana What other roles do print buyers have?
  • @margiedana Print buying “Plus” 97% of buyers do something in addition to buying print  56% buy other things  43% do marketing-related functions  29% do production/manufacturing
  • @margiedana In this sense, buyers shadowing print industry evolution.
  • @margiedana Print buying becoming more diffuse Others in organizations are ALSO involved in buying print, like these: 30% purchasing/procurement 21% marketing communications 23% general administrative groups Implications?
  • @margiedana Buyers seek help internally. Who’s #1? Graphic designers.
  • @margiedana What value- add services do buyers REALLY want from printers?
  • @margiedana 76% - ideas about new print concepts, innovation 67% - mailing/fulfillment 44% - personalization 26% - web-to-print 24% - multichannel support
  • @margiedana Pure Printers or MSPs? Just 13% of survey respondents said, “I only want my printers to print.” Implications?
  • @margiedana From Jan 2013: How important is a printer’s expertise in color management?
  • @margiedana I consider expertise in color management from my printers…
  • @margiedana So, do these buyers choose printers based on color certification/s?
  • @margiedana o 61% said NO o 27% look for G7 certification o 21% look for GRACoL certification How do they decide? Subjective criteria: o Experience of supervisor/pressmen o Experience working with the printer o “I trust my own eye for color” Implications?
  • @margiedana Print volumes in 2013… Up? Down? 39%: about the same 27%: down more than -5% 16%: up more than 5% 10%: down less than -5% 8%: up less than 5%
  • @margiedana Related findings Largest increase from agencies Companies that spend a lot now will likely increase print Buyers of $1 - $5 million annually most likely to show large increases
  • @margiedana Does equipment really matter? Yes, indeed! 73% YES 23% SOMETIMES 4% NO Implications?
  • @margiedana How to feature your equipment - Easy to find on your site. Current & complete. - Featured in banners on your site. Be creative. Infographic? - Build a postcard campaign with your best, most versatile presses. Think “What YOU can use this for,” not “Its bells & whistles.”
  • @margiedana My predictions for print buying
  • @margiedana March towards marketing continues o Buyers as communication or media specialists – more likely to work in a marketing environment o Buyers handling more types of products: commercial print, mail/fulfillment, digital ad purchases. Common thread? Brand color control. o Buyers’ roles will continue to evolve.
  • @margiedana Pure buying roles will fade away
  • @margiedana The Savvy The Newbies Widening knowledge gap
  • @margiedana Ramifications of this? MAJOR effect for printers: need to reach & teach all customer groups Opportunities growing for printers to reach youngest workforce members Likely that print sourcing will move online in a significant way
  • @margiedana New workforce will do their sourcing online
  • @margiedana How will they interact?
  • @margiedana Relevant traits of Gen Y & Gen C Relationship-oriented purchasing. Friends’/peers’ recommendations highly valued. Instant communication. Crave innovation. Playful mentality. Visuals matter more.
  • @margiedana What do I make of all this?
  • @margiedana How should printers prepare? o Know your customers: seniors as well as freshman class o Focus business development on Marketing & Purchasing units in companies o Enhance your online presence especially for the next wave of customers (Gen Y & C) o Join marketing/direct marketing associations o Tout your value-added services o Engage with customers/prospects via conversational content (blogs, posts, videos)
  • @margiedana How should buyers prepare? o Expand their skills & expertise, maybe marketing o Avoid print-centricity on resume, in job hunt o Quantify their accomplishments in biz terms that managers identify with o Get comfortable with social media & digital marketing disciplines o Build a peer group to network with o Know that their print expertise is valuable to future employers
  • @margiedana Future of print buying? o 100% online engagement? o No more door-to-door sales reps? o Mobile devices preferred tools? o Virtual events & videos for education? o Peer reviews matter to you, a la Amazon, TripAdvisor, Facebook
  • @margiedana “The challenge for the communication & technology industries will be to abandon successful but outlived business models & refocus on what it takes to thrive in the Gen C environment.” The Rise of Generation C: Implications for the World of 2020 Booz & Company, 2010
  • @margiedana The New Print Buyers Report 40-page PDF Filled with data Authors’ conclusions $99 www.margiedana.com/store/report Code: GAA for $15 off!
  • @margiedana Questions? Thanks! Margie Dana, Content Provider margie@margiedana.com 617.730.5951 Visit www.margiedana.com Please sign up for my weekly email column.