Connect June/July 2014

June/July 2014

by NextPage

Throw your

content marketing machine into gear

INSIDE The Inbox | 4 Throw your content marketing machine into gear | 6 Making data sing | 10 Trending with... | 14 Before you go | 15

Are you confused with the new marketing landscape?

Marketing Automation Social Marketing Lead Nurturing Cross Channel Marketing Are you frustrated by the myriad of choices?

Social Media

Web Marketing

Direct Mail Trade Shows EMail PR Mass Marketing

Print Is the Original Content Marketing Strategy!

That’s right; we said it! Print IS content marketing and when you marry print with all the other marketing channels available, you have a well-rounded AND highly effective marketing campaign. Let’s look at the numbers: Response rates of cross-media marketing campaigns continue to show solid results. A recent analysis of 1,856 cross media campaigns in 30 vertical markets showed an average visit rate of 6.5 percent and an average response rate of 4.5 percent. Results for some markets included: • Education: 3.3 percent visit rate and 2.1 percent response rate • Nonprofit: 5.3 percent visit rate and 3.5 percent response rate • Financial: 4.6 percent visit rate and 3.1 percent response rate • Insurance: 5.6 percent vist rate and 3.6 percent response rate • Arts, Media and Entertainment: 7.3 percent visit rate and 5.9 response rate

See how NextPage combined print and e-mail communications for a client that delivered more effective communications while reducing costs by more than $25,000. Learn more at http://nxtpg.co/FCAmkt or scan the QR code.

goNextPage.com

publisher ’s letter

The High Ground

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uthor Scott Stratten writes, “If you believe business is built on relationships, make building them your business.” What Stratten and other thought-leading experts find ironic in today’s highly connected, addicted-to-ROI world is that people buy from people they know and trust.

Despite the incessant need for a CEO or CFO to manage every dollar and report back on the effect of the latest tweet, people buy from people and developing real relationships matters. So, in this highly electronic world where everyone has their heads down, the people who take time to build authentic relationships will shine.

Being yourself is a sustainable practice because it allows you to connect with people who are like-minded and share similar values.

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CONTENTS 3

Publisher’s Letter The High Ground

4

The Inbox

6

Throw your content marketing machine into gear Seven best practices to get you started

10 Making data sing While many marketers are immersed in the immediate gratification of electronics and sales managers continue to rely on the archaic practice of cold calling, the brightest of us all are working on owning the high ground of thought leadership and authenticity.

Being yourself is a sustainable practice because it allows you to connect with people who are like-minded and share similar values. In turn, when you have those common denominators, the likelihood of having a long-term relationship increases.

Owning the high ground of thought leadership is when you endeavor to become a recognized expert in a field and, ultimately, become a known entity to the market. Once you establish that kind of cache, it sets you apart. In contrast, the old-fashioned cold call can commoditize a relationship right from the start.

In this issue, we wanted to take a deeper look at some of the strategies at your disposal – tools that can deepen your relationships and help you own the high ground. In our cover story, “Throw Your Content Marketing Machine into Gear” we lay out a plan of attack for starting or improving your content marketing strategy.

In our second feature, “Making Data Sing,” we examine the premise that data is just noise without context – and that context only can come when you are intimate with a market.

That’s part of owning the high ground.

Enjoy this issue and all the best,

Gina M. Danner

14 Trending with...

Renowned innovator and bestselling author Lon Safko

15 Before you go Survey shows how consumers are crazy for digital devices

Publishers

Gina M. Danner Tom Harvey

Managing Editors Rosanne Kirn Kallen Leak

Art Direction

Brent Cashman • Creative Director Jaime Hill • Graphic Designer Connect is published bimonthly by NextPage 8300 NE Underground Drive, Pillar 122 Kansas City, Missouri 64161 © 2014. All rights reserved For more information, contact us at 800.660.0108 or visit goNextPage.com.

To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.

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The Inbox

4 Ways to Make Your Direct Mail More Eco-Friendly Printing and mailing responsibly should be important to your printer, even if it means mailing fewer pieces.

Below are four things your printer should be offering to decrease their carbon footprint.

Database Cleansing: Before producing a direct mail campaign, it is important to clean the mailing list.

Removal of undeliverable and duplicate addresses will reduce waste in your campaign.

Progressive service providers offer list hygiene services, such as National Change of Address processing and address correction, making the campaign more effective and eco-friendly.

Environmentally Sound Papers: The quality and variety of earth-friendly paper choices has increased substantially over the past five years. Among today’s choices are recycled papers, papers with chlorinefree processing, and even “tree free”: papers made from non-wood pulp.

June/July 2014 • Connect by NextPage

Digital Printing: Indigo and iGen digital presses allow companies to reduce printed inventory with the ability to print on demand.

Being able to print in exact quantities eliminates waste and waste disposal costs. The ability to print directly from a computer has also greatly reduced chemical and solid waste (normally found with traditional plate making).

Web-to-Print: Web-to-Print platform allows for reduced paperwork and streamlined processing. Production occurs automatically, and when combined with digital printing customers can order in large or small quantities. With just a few simple clicks clients are able to place orders, see proofs, manage shipping and be billed automatically. A Web-to-Print platform not only reduces paper waste, but also the inefficiency of traditional printing.

13:1 Direct-mail marketing on average yields a 13-to-1 return on investment ratio.1

5

Direct mail brings in 78% of donations for nonprofits.1

44%

of customers visit a brand’s website after receiving direct-mail marketing.1

53

78

of young shoppers say they prefer direct mail for making purchasing decisions.1

79 %

of households say they read or scan direct-mail ads.1

%

48

2004

%

2014

Since 2004, direct-mail marketing response rates have increased by 14%.1

23.4%

be the most trustworthy type of marketing.1

of customers say they try a business for the first time because of direct-mail advertising.1

mail for future reference.1

USPS projects Standard Mail to grow.2

Mail Piece Design Matters:3

find % ofprintcustomers marketing to

39 %

% of people retain direct

14

of postcard mailings are read by recipients.2

56

92%

%

16.6%

69 by 2020

Postcards received the highest response rate at 23.4%.

Larger than letter size received a 16.6% response rate.

Letter size received a

7.9% Sources:

7.9% response rate.

Brian Morris, 10 Print Marketing Statistics You Should Know, DMR USPS Household Diary Study 2013 3 DMA Statistical Fact Book 2013 1 2

To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.

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June/July 2014 • Connect by NextPage

7

Throw your

content marketing machine

into gear

Flashback to 2002, if you wanted to make a major business purchase you called three sales reps. They came to your business and pitched you a sale. To learn more, you asked the questions and they answered. You relied on the information they provided to make an educated purchase.

In those days, sales cycles lasted 12 to 24 months and the sales rep was actively involved in the education process.

Fast forward to 2014. If you want to buy something, you hop on Google.

You do a quick search, gleen some basic information and learn what you need to know in order to weed out the multitude of vendors available.

Forrester Research shows that as a buyer, you’re about 60% of the way through your buying process before you’ve even engaged a sales rep.

To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.

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Throw your content marketing machine into gear

Today, if you google “content marketing” you’ll get more than 800 million results. You can probably guess what that means. Content marketing is THE hot topic in marketing. New emphasis has been placed on content creation and quality, highlighting a very real need for organizations to rethink their go-to-market plans and add content to their marketing mix.

Establishing a strong foundation of content that attracts prospects at every stage of the buyer’s journey, building awareness and nurturing ongoing interest is critical to landing that next client. Developing a solid content marketing strategy takes clear intention, careful planning and focused execution.

Whether you have a content marketing strategy in place today or you’re just now starting the process, these seven best practices will guide you in developing and deploying an effective content marketing strategy across all of your channels and customer buying cycles.

Get Your Executives Onboard

Content marketing is not an event but rather a long-term commitment that requires continual collaboration and engagement. To be successful, it requires budget, time and, most importantly—executive support. Ongoing support from your top executives ensures enough commitment and funding is available to source a solid content marketing strategy.

taining or otherwise engaging your readers in order to earn their trust over time. To be successful, you need to understand your audience; what they want and need from you.

Only then can you gauge how much viable content you already have, and what content you’ll need to create.

Develop customer personas. Targeting your customers helps identify the topics your content should cover. Dig in to your sales data, ask yourself and your sales team these questions: • Who are our ideal prospects and customers?

• How do they go about making a buying decision?

• What problems are they trying to solve?

• What would they type into a search query to find solutions?

• What gaps in information are they lacking that my content can fill?

Don’t forget to validate all of the anecdotal information with real sales data.

Map your content to the buyer’s journey. It’s likely no one woke up today and said, “I want to buy your product.” By mapping specific content to the buying process, you not only make the best use of existing content, you also discover gaps. Those gaps are the future conFocus on Your Stakeholder’s Goals and Pain tent that you will generate.

Points An effective technique for securing internal buy-in is to focus on your stakeholders’ Four Stages of a Buyer’s Journey • Awareness. The prospect has a need and goals and pain points, including their bonus is looking around; just getting to know your systems and areas that affect their own succompany. Content solutions for this stage cess. Then introduce content marketing as a may include blog posts, social media outvaluable way for them to get better results from lets, video blogs and press releases. marketing and ultimately move the needle.

• Research. Your prospect is researching solutions for their problems. Appropriate Know Your Customers, Understand content here may be industry reports, Their Journey white papers, e-books and webinars.

Content marketing is about educating, enterJune/July 2014 • Connect by NextPage

• Comparison. The prospect is now looking at options and comparing yours to other solutions. This is where you need to have strong case studies, testimonials and product demos available.

• Purchase. The final stage. Now is the time to have clearly defined agreements that outline what you will do for them and what they will supply to you. This is the beginning of a partnership so communication is critical here. It will set the tone for your business relationship.

Identify the Right Content Mix

Content that helps your prospects solve an issue or realize their business can’t survive without your product is key to a successful content strategy. Your content needs to facilitate conversations among influencers, stakeholders, and decision makers, giving them the confidence to take the next step. If it doesn’t, your content marketing strategy will fail. (Alternatively, at the very least underachieve its goal.)

The Optimum Content Formula: • Take a customer-centric approach.

Create content your customers want.

Many organizations make the mistake of pushing marketing messages that are important to the company, rather than providing information that’s important to the customer.

• Develop a wide variety of content to deploy across multiple channels and devices. Take the time to understand which channels and formats your customers prefer, then diversify how and where you publish your content to extend your reach. In addition to printed content (PDFs), consider other formats like html-based articles, blogs, social media sites, webinars, slide decks and videos.

Lastly, optimize your content for mobile platforms.

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• Don’t just create content, curate it. Show your credibility by highlighting and sharing relevant content written by other business leaders and field experts. The more you demonstrate your authority, the easier it is to increase customer affinity and loyalty.

Create an Editorial Calendar

You have the content, but how, when and where do you publish it? Integrating content into a cohesive story takes careful planning, timing and strategy. Develop a calendar for publishing your content. You may not follow it verbatim, but you’ll be far more consistent and successful if one exists.

Calendar Guidelines • Provide a tentative outline of when different pieces of content will publish, on what platform and via which syndication and social channels.

• Clearly articulate cadence; that is, the date each piece of content will be developed and distributed. Publishing your content in a consistent, timely fashion is critical.

• Map social campaigns to your editorial calendar. Work with your social team to align the respective publishing schedules and help drive traffic to your website.

Repurpose Your Content

Developing the volume of content necessary to fuel a content marketing strategy can be challenging. Using your content in multiple ways, offering it in multiple formats and distributing it in as many places as possible will extend its life – this is called repurposing.

Get the Most Mileage Out of Your Content • Break up long content into smaller pieces and different formats. For example, convert a well-developed webinar, into a vid-

eo and publish it on YouTube. Post the presentation deck on SlideShare. Make a PDF of the transcribed audio track available. Break the transcript into a short series of blog posts.

• Do you have a robust white paper?

Extract two main ideas and create short articles. Take two more ideas and create blog posts. Promote them all through social media channels. Link them to each other thereby inviting readers on an information journey with your brand. Use the articles in lead-nurture campaigns.

• Whenever and wherever appropriate, include social and share links in your various content pieces. Don’t forget about search engine optimization. Use keywords and metadata to make your content findable by the people that need it. Making your content scalable reduces overhead, as well as increases visibility, brand awareness and value for your audience.

Create a Process for Measuring and Reporting

Decreasing costs and increasing profit margins can be as important as increasing sales and revenue. An effective content marketing strategy can do both, but you will never know unless you measure the results. Develop a process by which you can assess the business value of your content strategy. Start by identifying Key Performance Indicators (KPIs).

• Do you have management buy in?

• Have realistic expectations been set?

• Do you have enough resources?

• Do you have the capabilities to execute?

• Are there other projects that may affect program deployment?

• What are the leading indicators of success?

• What are the lagging indicators of success?

• How will you measure financial impact?

Connect Content Marketing to Sales

The last stage of developing your content strategy is to connect it to the sales cycle. The best way to do that is with a marketing automation platform. Marketing automation software is an emerging technology that will track the activity of your prospects before they ever reach out to your sales department: • See who is interested in your content.

• Identify topics of interest.

• Track the number of times they interact with your content.

Sharing this valuable information with your sales staff drives conversations. This allows for the appropriate follow-up, so your team spends time talking to people that have “raised their hand.” With this technology your sales team spends time calling sales-ready prospects not suspects AND discussing information that the prospect has already shown interest in.

A Well-Oiled Content Marketing Machine

If all of this seems overwhelming, you are not alone. Most companies know that content marketing should be a solid part of the marketing effort, but many are still on the sidelines.

Good content marketing establishes long-term, trusted relationships with current and future customers by regularly delivering high-quality, relevant and valuable information. In addition, it can bolster your SEO and brand positioning.

By leveraging these ideas, you can create an effective content marketing strategy or finetune the one you already have in place. Remember, buyers today are likely online looking for a vendor like you. Don’t be weeded out early. Build a well-oiled content marketing strategy and let your content speak for itself.

To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.

Making data 10

sing

June/July 2014 • Connect by NextPage

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B

irds on the wires. Who hasn’t seen a flock of birds perched together on a series of power lines? It’s a common visual element in cluttered urban and suburban landscapes worldwide (that most of us don’t notice).

Reading a newspaper one morning, musician Jarbas Agnelli had a different perspective.

He saw a photograph of birds sitting on five parallel wires and thought that it looked like a musical score. The birds’ relation to each other spread out on the five wires suggested chords and a melody to the composer, so he sat down at his piano to see what the melody might sound like. The resulting tune was featured in an award-winning YouTube video, Birds on the Wires, which has been viewed by nearly a million people worldwide, and in a popular Brazilian TED talk.

Similarly, many of today’s successful companies are hearing music in the vast and cluttered landscape of data, where others are just hearing noise. In a world where Google routinely captures a petabyte (1,000,000,000,000,000 bytes) of information every hour, it’s becoming more of a challenge to listen carefully and separate the music from the noise. Perspective, once again, is the key. “Think like a marketer, not like a techie,” says Donald Hinman, SVP with Epsilon Data Services. Often referred to as “Dr. Data,” Hinman has a Ph.D. in Mass Communication Research and is a 35-year veteran in the field of data.

By Lorrie Bryan

To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.

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Making data sing

Organizations can suffer from analysis paralysis when there is too much data.

The solution is to first have a clear understanding of your objectives.

June/July 2014 • Connect by NextPage

“Before you dive into Big Data, you need to be clear about your objectives,” Hinman says. “Make sure you know what you want to achieve, and determine if data will enable you to do a better job. It’s more important to understand marketing than to understand Hadoop (standard computing platform written in Java). Narrow your focus by asking the questions a marketer would ask: who, where, what.

Who is my customer, where do I find him and what does he need that I can provide?”

last night?) Hinman says that when assessing data, you must examine it in terms of The Four Vs (see “Breaking Down the Vs of Big Data,” page 13). “You can readily determine the volume, velocity and variety of data, but the more important question, and the more difficult to determine, is, ‘What is the value of the data? Is it worth looking at? What insights Direct-mail marketing will it help you gain?’”

Eliminating the noise

ical Academy in Tampa, Fla., says that having a clear objective is instrumental to success. From his perspective, Big Data enables more personalization for marketers to create better user experiences for future and existing customers.

“This extends into all aspects of the customer lifecycle – advertising, acquisition, nurturing, selling, fulfillment, loyalty, and so on,” Soschin says. “More data points enable organizations to fine tune each of these experiences by better knowing their customers.”

Organizations can suffer from analysis paralysis when there is too much data. The solution is to first have a clear understanding of your objectives. “As a marketer, I endeavor to understand first what my objective is, then how I will measure my campaigns against that objective before I ever launch the campaign,”

By everyone’s measure, there is a loud crescendo cacophony of data circling the globe – more than we can effectively process in the foreseeable future. With the increased technical capability to gather and store data, the exploding amounts of data shared on the internet and faster processing times, you can easily and quickly can collect vast amounts of structured statistical data (how many units purchased) and unstructured data (how those units were regarded) relating to your clients and potential clients.

But just because you can doesn’t mean you should. Unfortunately, unimportant data seems to be growing much faster than relevant data and drowning it out. (Do you really need to know what your client had for dinner

13:1

on average yields a 13-to-1 return on Dan Soschin, VP of marketinginvestment at Ultimate ratio.

Med- 1

Fine-tuning

13

“As a marketer, I endeavor to understand first what my objective is, thenDirect how I will mail brings in 78% measure my campaigns against of donations for nonprofits. that objective before I ever launch the campaign.” % 1

44

78

of customers visit a brand’s website after receiving direct-mail Soschin says. “In other words, I would not 1 marketing.

BIG

92% DATA 39 %

– Dan Soschin, VP of Marketing, Ultimate Medical Academy

%

BREAKING DOWN THE Vs OF

of young shoppers say they prefer direct of customers say they mail for making try a business for the purchasing 1 first time because of decisions.

How much data? Google reportedly direct-mail advertising.1 tive analytics to identify and address potential

VOLUME

captures a petabyte (composed of customer

79 %

problems that may prevent student success. transactions, photo uploads, social media We are proactive. We target at-risk students posts, business statistics and much more) and then provide those students the added every hour. One petabyte could hold support they need to graduate.” approximately 20 million four-door filing of people retain direct of households say read endeavor to stay in tune Thethey university’s Staying in tune 1 500 billion cabinets fullfuture of text.reference.

It could hold mail for 1 scanfor direct-mail ads. has helped earn the school conwith students At American Public University, data or is used pages of standard printed text.

2014on more than analyzing purchasing patterns and sistently high reviews and a No. 34 ranking refining marketing programs. It uses data to U.S. News’ “Best Online Bachelor’s Programs.” of postcard mailings Whether you need to fine-tune your marstay in tune with their students from enrollment are read by recipients.2 How fast is data coming at you? Increasingly USPS projects keting or stay more in tune with your clients, through graduation and beyond. faster with improved hardware and software Standard Mail “We focus on the entire lifecycle of the the right data used appropriately can transform Since 2004, direct-mail 2short shelf life – it technology.

Data has a to grow. student. We’re an online, data-driven univer- meaningless prattle into a resounding melody. marketing response rates must be captured while it’s timely and sity; we codify everything,” says Sebastian “All data is not necessarily useful,” Hinman have increased by 14%.1 relevant. says. “But data has the potential to help marDiaz, AVP of Marketing Analytics and a for-2004 mer college professor of statistics. “What zip keters make better decisions and faster decito changes in the market- Matters:3 code students are from, how often they log sions – you can react Mail Piece Design by 2020 on, when they log on – it all has value when place much quicker than ever before. It gives Data includes both structured (columns of of customers find of marketers a good picture of what’s happened it comes to ensuring the ongoing success Postcards received the as well as unstructured information statistics), print marketing to in the past, what’s happening right now, and our students, and that has huge implications highest response rate that can be derived from narrative texts like % be thehappens most to our if used optimally, it can give you great insights for us. We care about what . at 23.4%tweets and blogs. Analysis of language and students after they enroll,trustworthy so we use predic- into what’s going to happen in the future.” narrative data is a growing field. run an advertisement or marketing campaign without first knowing what my goal is and how to measure the results against that goal.”

53

%

14%

Put Big Data to Work!

2 3

69

23.4

type of marketing.1

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VELOCITY VARIETY

56%

Sources:

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%

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Visit http://nxtpg.co/MKTsuccess to download “Where the % Science of Successful Marketing Happens.” A white paper 7.9 by partnerStatistics Kurtis Ruf Strategic Solutions, BrianNextPage Morris, 10 Print Marketing You Ruf Shouldof Know, DMR Household Diary Study 2013 aUSPS pioneering market segmentation and big data analytics DMA Statistical Fact Book 2013 services firm. www.ruf.com

Larger than letter size received a 16.6% response rate.

VALUE

all data is significant for decision Letter sizeNot received a making. Big Data encompasses everything 7.9% response rate.

coming across the internet, but a large amount of that data has little importance to business or government.

To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.

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Q&A: Interview with Lon Safko

Trending with ...

Renowned innovator and bestselling author Lon Safko

A

sk Lon Safko, and he’ll tell you that the secret to success is easy – you have to see the world from a different perspective each and every day. When you have founded 14 successful companies, hold three U.S. patents and are in the Guinness Book of World Records, people tend to listen. Steve Jobs did. When Safko created the “First Computer To Save A Human Life,” Jobs coined it. That computer, along with 18 other inventions and more than 30,000 of his papers are in the Smithsonian Institute in Washington, D.C. We sat down with Safko to get his take on how to win in the game of marketing.

What do you know about marketing today that the rest of us don’t?

A lot of companies are making a mistake about how they market. If you call yourself a social media expert, you’re announcing to the world that you’ve been left behind. Social media is not a replacement for traditional marketing – it just requires a completely different set of rules to perform effectively. The difference between social media and traditional media is that we’ve moved from a one-way monologue to a two-way dialogue, and that has scared many marketing and advertising agencies, and internal marketing departments. The most successful marketers will realize that social media is simply another marketing tool – one that fuses all of the tools (traditional, social and digital) into one cohesive set of marketing tools.

What traits should every good marketer have?

He must have insight, an innate understanding of what a customer wants, the ability to convert that to a need and the way to effectively communicate that need to arouse an action. I had the opportunity to work with (not for) Steve Jobs and Apple.

Steve was an outstanding entrepreneur and an amazing marketer. He knew what people wanted, made it look as though they needed it, and then June/July 2014 • Connect by NextPage

communicated that message more effectively than anyone I have ever known. Apple didn’t invent the first MP3 Player, but Steve knew how to take a technology – whether it was the Xerox Mac interface or an off the shelf MP3 Player – and make it sexy and functional. He made people think they needed it.

What’s the “secret sauce” when it comes to branding?

“If you’re competing in a commodity market, compete on quality, functionality, ease of use or just because it’s sexier. But never compete on price.”

I’m going to go old school and say consistency.

You must have consistency in your images, colors, music and/or sound (that “signature” tone a Mac makes when starting up), and repetition.

McDonald’s Golden Arches. Mercedes’ propeller. Apple’s apple. The chili in Chili’s. All of these iconic brands are immediately recognizable because of consistency.

What’s the best piece of marketing advice you ever received?

It was more of “learned it the hard way” piece of advice: never compete on price, not even if you’re a commodity with a ton of competition.

I once ran an Apple retail store that had one direct competitor – another Apple store in an

adjacent town. People would sit with me for two to three hours, get a written price quote, and then go buy it from my competitor. We would continually undercut each other’s prices.

This went on until we both went out of business two years later.

If you don’t have any competition, price and quality doesn’t matter. If you’re competing in a commodity market, compete on quality, functionality, ease of use or just because it’s sexier. But never compete on price.

What’s the one thing every marketer should learn in 2014?

The ability to fuse. In my latest book, “The Fusion Marketing Bible,” I talk about traditional marketing, digital marketing (Search Engine Optimization, Search Engine Marketing or pay-per-click, Really Simple Syndication, etc.) and social media marketing. They are all just different tools, used a different way, to market your products or services.

But they must be fused, integrated and combined. The smart companies are starting to figure this out. In five years, there will be no more social media experts or agencies specializing in social media. We will all go back to just marketing.

Before you go

15

Nearly 90% of consumers say they want to receive print marketing collateral related to promotions and sales.

Nielsen

T Sides Two Sid ides

nies a p m o c 62% of rce their outsou arketing. tm conten le Mashab

24% of m marketers considered coupons or discounts to be very effective in prompting consumers to interact with mobile codes.

Hi John,

InfoTrends

Personalized emails improve click-through rates by 14%, and conversion rates by 10%.

Aberdeen Group

Source: Issue 4 of Customer Marketing Content from Dscoop: Marketing Stat Sheet, Kelly Rehan, January 2014

To discuss any information contained in Connect by NextPage, please contact NextPage at 866.938.3607.

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G7 Master Printer status means that your print service provider is following the highest industry standards to meet your quality and color requirements, no matter the press your piece is printing on.

I have strict quality standards. How does NextPage make sure my pieces look right every time?

Buyers believe the similarity of the visual appearance across print products is critical; many now make G7 a buying requirement. At NextPage, we have been tested and given the recognition by a third party that we are following the best practices in the industry to ensure that your pieces meet your strict quality guidelines.

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Good question and the short answer is NO. We are one of less than five commercial print service providers in the region that have the G7 Master Printer designation. Why wouldn’t you want to work with those that have gone the extra mile?

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