The document discusses how marketing can be changed from a cost center to adding value by subtracting costs and reinvesting savings. It provides examples of companies that have improved marketing and communications by bringing printing in-house, which allows adding personalized content, faster response times, and reduced costs. Setting up an in-house print department equipped with the latest technology enables marketers to produce more innovative communications cost-effectively and improve customer experience.

1. SUBTRACT COST.
ADD VALUE.
CHANGE MARKETING
REINVENT
IT’S SIMPLE MATHS …

2. We believe there is currently a fundamental
misconception around marketing.
MARKETING =
COST CENTRE

3. PASSIONATE
about helping you change that.
We’re

4. First, let’s take some costs out
of the equation…
MARKETING =
COST CENTRE

5. …and add
VALUEinstead.

6. MARKETING =
COST CENTRE
PROFIT We reckon that’s pretty powerful.

7. It’s also surprisingly simple to make a start
right now. Just work out where the costs
of marketing really come from.
ASK
YOURSELF …

8. COULD YOU
ADD VALUE
TO CONTENT
CREATION?

9. • What’s possible with in-house digital printing?
• Can we print marketing messages – in colour – on our
invoices, order forms and other transactional documents?
• How many of our people need to edit, create or
modify PDF files on a regular basis?
• How many of our people need to merge information to
create documents like price lists or monthly reports?
• How many have the right tools to do it?

10. CAN YOU CUT
THE COST OF
OUTSOURCED
PRINT?

11. • How much could we save if our marketing jobs
were printed in-house?
• How much of our printing for customer campaigns and
internal comms is outsourced?
• Why do we outsource the printing of reports,
brochures, forms and proposals?
• Why do we outsource the creation of forms for our
customer satisfaction surveys?
• How much does it cost and how long does it take?

12. We believe that in-house printing and improved
document and workflow management lets you
cut costs and add value because ...
IN-HOUSE =
IN CONTROL

13. THE NUMBERS
ADD UP ON
THAT TOO ...

14. 90%
of companies rate
printing as critical to their
operation.
They have a real need …

15. 48%
of in-house print
originates from sales and
marketing.
You have real power …

16. 15%
of future cost savings will
be achieved through well-run
in-house print departments.
There is a real
opportunity …
3 Corporate Reprographics Trends and Opportunities, Frank Romano, 2009

17. BUT IT’S THE VALUE
YOU ADD FOR
YOUR CUSTOMERS
THAT REALLY
COUNTS

18. BUSINESS SERVICES CONSULTANCY
IMPROVES GLOBAL SERVICE AND
SAVES 50% OF PRINT-RELATED COSTS
Ecosfera had to revise costs and improve the quality of
its overall print services to meet internal and external
customers’ expectations.
Here’s how we worked it out together …

19. AS A
MARKETER …
How would you re-invest savings on
this scale?

20. - SUBTRACT COSTS
Cut out the overhead of third-party print providers
by setting up a dedicated marketing and communication
department, equipped with one of our high-capacity light
production solutions.
This can help with everything from colour management to
document workflows and a multitude of finishing options.

21. + ADD VALUE
Quality and agility.
Ecosfera are able to turn around a wide variety of
materials faster, and at shorter notice.
The marketing and communications team can now produce
assets that are both more cost effective and responsive.

22. = DELIVER RESULTS
“ Managing the whole production process
in-house, we estimate we’ve reduced almost
50% of our print-related costs. ”
NINO DEL PLATO
IN-HOUSE CRD MANAGER
ECOSFERA

23. BUSINESS SCHOOL ACCELERATES
SPEED OF RESPONSE
International business school IMD had to review the
performance of its ageing fleet of small format offset
printers and create a plan for modernisation, allowing it
to respond more rapidly and market new services to an
internal audience.
Here’s how we worked it out together …

24. AS A
MARKETER …
How could you improve customer experience
through a faster speed of response?

25. - SUBTRACT COSTS
Cut out the rising maintenance costs and poor
functionality of the dated equipment by upgrading to
a combination of our devices – including a high-volume
digital colour production press, a light production press,
a monochrome digital production press and two large
format printers.

26. + ADD VALUE
Delivering innovative materials faster.
IMD now quickly deliver a range of materials that have
transformed the student experience and improved
their promotional capabilities - for example, turning
brainstorms into large posters to use as teaching aids.

27. = DELIVER RESULTS
“ It swiftly became apparent that we could
save money and improve response times by
investing in a digital print solution. ”
JOHN EVANS
HEAD OF CUSTOMER EXPERIENCE AND CAMPUS SERVICES MANAGER
IMD

28. RUSSIAN CUSTOMS SERVICE
REVOLUTIONISES COMMS
The Central Customs Service of the Russian
Federation needed to upgrade and re-equip its
in-house print department, delivering internal
communications including booklets, magazines,
cards and promotional collateral.
Here’s how we worked it out together …

29. AS A
MARKETER …
How could you produce more innovative
communications cost effectively?

30. - SUBTRACT COSTS
Replace existing digital print infrastructure
which was slow and unreliable, damaging
productivity and job management.

31. + ADD VALUE
Improved productivity and range of media options.
Ability to produce a higher volume and a more diverse
range of printed documents than ever, from booklets and
magazines to cards and promotional materials.

32. = DELIVER RESULTS
“ The impact has been immediate. By having
more media options, we’ve broadened our
internal customer base and we’re handling a
higher order volume than ever before. ”
LYUDMILA KAMYSHEVA
DEPUTY HEAD OF SECURITY PRINTING PRODUCTS
CENTRAL CUSTOMS SERVICE OF THE RUSSIAN FEDERATION

33. OUR TECHNOLOGY
HELPS MARKETERS
ADD VALUE IN
MULTIPLE WAYS

34. EXPLORE THE POWER OF
PERSONALISATION
We have the hardware and software that lets you
create targeted, highly relevant communications.
Customise your marketing materials, from text fields, to
images or even video. Or use our technology to explore
your options in transpromo.

35. VISIBILITY, COLLABORATION AND
CONTROL THROUGH INTEGRATED
DOCUMENT MANAGEMENT
By integrating document management and
approval workflows with your printers and
other devices, you can make administration run
much more smoothly and cost-effectively ...

36. ... We’ve done it in our own
organisation, cutting the time
it takes to approve significant
marketing investments from
10 weeks to just 5 days.

37. HOW CAN WE
MAKE A
DIFFERENCE
TO YOUR
MARKETING?

38. If there are any areas of particular
interest that you would like to discuss
further, or to set up a meeting, call us on
<000 000 0000>.
Or ask one of our experts to get in touch about
how we can help you across your information
and document management processes.
© Canon Europa N.V. 2014
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