Canon research finds print buyers want to
know more about possibilities created by
print innovations
Poor communication with clients means European Print Service Providers (PSPs)
are missing opportunities to sell value-added products and services to print
buyers —this is one of the headline conclusions drawn in Canon’s latest Insight
Report, The Bigger Picture – Your customers’ view on the value of print.
Based on interviews with 420 senior decision-makers involved in print buying across 18
European countries, the report reveals a mixed portrait of the relationship between
PSPs and their customers. On one hand, print remains a highly-valued component of
the marketing mix, regarded as important to the organisation by 87% of respondents,
and print buyers rate PSPs highly—97% say they meet their communications needs and
a similar number report they get value for money. On the other hand, 30% of those
surveyed were unaware of print-on-demand, 32% knew nothing of the scope of shortrun publishing, 44% were not using customised direct mail and 59% were completely
unaware of transpromotional print.
„It’s an intriguing situation,” says Mark Lawn, European & UK Marketing Director,
Professional Print Solutions, Canon Europe. „It’s possible that the high level of
satisfaction among print buyers is partly because they don’t know what they’re not
being told about! But it also represents an enormous opportunity for print service
providers. Their customers regard them highly, and also rate print as a medium—37%
see it as equally effective compared to other media, and 34% as more effective. And
there’s a strong desire to know more. When we asked them what would make it easier
to work with their PSP, the themes that emerged were the need for more proactive
communication and innovative technologies.”
The Bigger Picture is the fourth Canon Insight Report and marks a broadening in the
scope of the research. Lawn explains: „This time we’ve looked outside the printroom,
Canon (Schweiz) AG
Richtistrasse 9
CH-8304 Wallisellen
Tel. 044 835 61 61
www.canon.c
to find out how print buyers regard print in the communications mix and what they
expect from print service providers. Many PSPs understand that growth depends on
building new relationships with clients and developing new products and services. But
how effective are they at communicating this to their customers?”
For example, during the in-depth interview phase of the research one print buyer who
had said that they were not aware of transpromotional print realised that they actually
know it as ‘white space marketing’. This reinforces the message from several
respondents that PSPs need to refrain from using too much technical terminology and
instead talk to customers in their ‘language’.
Respondents were asked questions on a range of topics, including: how they were
using professional print, now and in the future; how they select a PSP; the role of print
in multi-channel communications; how they evaluate the value of print; their
awareness of digital print; and the challenges and opportunities for PSPs. The findings
suggest that the overall outlook for print is bright. Print buyers already value it as an
effective medium, both on its own and alongside other media, and are seeking better
education, more creative input and insights into print innovation.
Lawn says: „Printers need to communicate more with their customers, putting aside
any preconceptions about a customer’s level of knowledge. Printers who take a more
consultative approach can grow their business on the back of these stronger
relationships. As one Dutch print buyer put it, ‘I expect a proactive partner who looks
with you at what gives the best return and meets the needs of the market. Someone
who is proactive in thinking with you and gives you clear advice.’”
„A number of the PSPs we’ve talked to about the research have instantly recognised the
relevance of the findings,” continues Lawn. “They recognise that the future of print is
about ideas and relationships, not just what you can print. By demonstrating the value
of print and developing relationships with clients that make them become a trusted
advisor instead of a supplier, PSPs are building valuable relationships that will sustain
their businesses in the long-term. The PSPs who continue to be successful will be those
who build those relationships, who understand all of the elements of communications
mix and who offer their customers the right solutions to meet their needs.”
Lawn adds: „Canon recognises that we have a role to play too. That is why we’re
Canon (Schweiz) AG
Richtistrasse 9
CH-8304 Wallisellen
Tel. 044 835 61 61
www.canon.ch
exploring ways of expanding on the research that will give PSPs new insight into how
they can sell the value of print, whilst being confident in discussing with their clients
how to measure print’s Return on Investment. We are committed to helping PSPs see
the opportunities available now and in the future, based on applications, success
stories and understanding what their customers expect.”
Canon (Schweiz) AG
Richtistrasse 9
CH-8304 Wallisellen
Tel. 044 835 61 61
www.canon.ch