Afraid of jumping on the web-to-print ‘boat’? There are several things you can do to make sure your web-to-print solution works from the start. Recently Peter Brittiff, writer for Xerox Australia blog, posted a piece about why web-to-print solutions (even ‘perfect’ ones) don’t work out for some PSPs (http://blog.fujixerox.com.au/why-does-web-to-print-work-for-some-but-not-others/). His top 5:
No workflow adjustments made to guide teams & W2P to work together
No encouragement of internal teams to adopt the W2P solution
W2P wasn’t promoted to the current customer base
Target customers weren’t reached with merchandising & marketing efforts
No due diligence was completed on tech support services and availability
My favorite “Why”: Promotion
“I’ve lost count of the number of times a client will say they’ve tried web-to-print and it doesn’t work. But when asked how they marketed their new print ecommerce capabilities or how they promoted and encouraged utilisation, the ‘why didn’t I think of that’ expressions are priceless.”
This is likely my favorite reason because I work in marketing. More importantly, Keen recognizes this as a potential trap for customers and has included support into their launch pack.
Something you may already know:
Why is promotion important?
Most simply: your new web-to-print solution has the greatest potential of being successful if everyone uses it. The most obvious audience for promotion efforts are your customers & potential customers. Your current client base will be relatively easy to communicate with because you already communicate with them. Your web-to-print solution benefits them, not just you, your communication should focus on these benefits – adding a discount for their first web purchase will also help adoption rates. Your customers-to-be are another target. Communications to this group, in addition to featuring the benefits of web-to-print & a discount code, should include your product offering and brand promise. Tell them who you are and how your shop can deliver their needs better than competitors.
Promotion can be accomplished with a combination of the email blasts, search engine marketing, blog/social media posts and signage in your physical location.
Something you may not know:
How far you should go with promotion?
Wherever you want your web-to-print solution to be successful: externally (customers) and internally (your team members). Getting your team onboard with your system includes ample training and a thoughtful transition from your workflow pre-web to print. In also includes auditing other processes you have in place to make sure everything from sales incentives to production requirements are designed to both: make sense & encourage adoption.
So, how does Keen make sure your shop hits the ground running with our web-to-print solution?
You & your team will be trained on our system + you’ll have a set of office hours when you can be sure to reach us directly to discuss questions you have
You send us your product catalogue and we’ll build out fifteen products to get you started
You send us your shop’s branding materials and we’ll customize your system to reflect your brand
You’ll also get training in digital marketing so you can tackle promotions to your target market at launch