One needs no more evidence that the internet has forever changed the face of business than to consider the Thomas Register. Originally published in 1898, the Thomas Register grew to include 650,000 industrial-related businesses and 67,000 categories in 2006. That was also the last year this invaluable, green-colored and humongous, reference set was published…rest in peace…killed by the internet.
The internet has also radically changed the role of the industrial sales representative.
For decades, engineers and technical professionals would look forward to their industrial sales rep dropping in for a regular visit to find out about new products and get solutions to their problems (and maybe some donuts). A recent survey said that 93% of these technical types now go to the internet first when looking for products, technical information and suppliers...R.I.P. traditional sales reps. While sales reps won’t totally vanish, their role vis-à-vis the customer is clearly morphing into something new and different.
So, what does this have to do with printing?
For starters, this scenario is not limited to the industrial market segment. Variations of this are occurring across many business segments. The internet has made even the smallest manufacturer or distributor in some lesser-developed country a global competitor. And, it has changed the dynamics of marketing.
Lead generation and sales success, today, has much less to do with the coverage, quality or aggressiveness of a company’s sales reps. Now, it’s about delivering a message and reaching the right audience in a ultra-competitive market-space.
But, what about printing?
Many businesses have lost the personal connection they enjoyed with their customers through their sales reps. The internet is about as personal as a football stadium bathroom at halftime. Marketers looking to “re-connect” with customers or those wanting to stand out may find personalized direct mail a way to do this. It can help to add something personal to relationships with customers and also be a way to point them to the right place on the internet.
As you discuss solutions with customers, ask them how the internet has changed the way they interact with and acquire new customers. You might find a niche that cries out to be filled with personalized direct mail.
While you’re at it, say “goodbye” to your old notion about VDP and see what you can do with EZ-VDP.
