That company showed you print processes in action, answered your questions and reassured you of its skills and professionalism in person. Suddenly, choosing which of the three options to pick doesn’t seem like such a difficult decision.
Customer events are a prime opportunity to open up lines of communication, show print buyers the types of creative formats and finishes available and, ultimately, create new leads. They have also become increasingly common in the printing industry over the past few years as companies have started to understand their unique benefits.
“If you hold a customer event in an organised fashion, you’re showing potential clients that your business knows how to run things,” says Gary Peeling, managing director of Precision Printing. “If you get it right, it can help you with prospects in closing deals and with customer development because clients are confident in where they’re sending projects.”
Many businesses have been encouraged to hold events by consultants and manufacturers close to the industry. Through its Dscoop initiative, which brings together technical expertise, experience and training opportunities, HP helps its customers to grow their businesses by providing them with guidelines in how to successfully administer customer events. “It’s important for print service providers to find ways to add value and help their customers find the best solutions,” explains HP Indigo UK & Ireland marketing manager Julia Cole.
Events are a good way for businesses to meet with their clients face to face, often for the first time. “It’s about having a personal relationship with the customer, bonding with them and ensuring that you’re on the same page and complementing each other’s requirements,” reports Alan Rigglesford, managing director of Clicks Digital Solutions.
However, giving attendees a two-hour company history lesson or overloading them with large amounts of technical information about a new press should be avoided. Print buyers are more interested in learning how the technology can help them achieve the results they need.
Ensuring success
Customer events present an opportunity for printers to strengthen client relations and demonstrate their capabilities and can often assist in winning major contracts. But careful planning and preparation, slick execution and effective follow-up activity are crucial to success.
“Having a plan on what happens next is very important. Pass on details like who came and what the outcome was to your sales team so that you can have some sort of provable return on investment down the line,” says Peeling.
Any printer that ticks all of these boxes successfully should find themselves with more business opportunities or, at the very least, positive raised awareness that could convert to sales in the future.
Case study: Marstan Press
Bexleyheath-based litho and digital commercial printer Marstan Press runs a monthly event that aims to provide industry newcomers, usually print buyers or graphic designers, with a basic grounding in everything they need to know. PrintWeek went along to one of the days intrigued to see what attendees could learn from the day, and what the company itself could gain.
The firm’s senior sales director, Glenn Cook, led the session, which was attended by two production staff from Dennis Publishing and two design and production staff from sports campaign and content agency Seven46.
After an introduction and brief overview of the company, Cook wasted little time in getting down to the matter at hand. In a short but thorough session he discussed the history of print and explained different types and uses of paper, reprographics, printing and finishing as well as the environmental issues facing the industry.
Cook interspersed each section with real-life examples of jobs that Marstan had undertaken to ensure the content was accessible and easy to understand.
Staging an event like this is nothing new for the family-run business. It regularly puts on customer events to celebrate equipment installations or anniversaries.
“The biggest value of holding them is the interaction and communication with the clients. Invariably, we haven’t met most of the people who come before, so it’s a great way to
get to know them and find out what it is they’re looking for,” says the firm’s business development manager Bev Butler.
Earlier this year the firm installed a new Heidelberg Speedmaster XL 75 10-colour perfecting press, its largest ever single investment at a cost of £1.4m. To celebrate the installation, Marstan held a special event (pictured left) for customers, staff and VIPs at which Bexley’s mayor officially commissioned the press. The firm accommodated more than 60 guests on the day.
The event PrintWeek attended was a much smaller educational event and had a very different feel, but what was clear is that no less thought or preparation had gone into it, with the content tailored around the interests and expertise of the people in the room.
Cook spent a lot of time talking about proofing, a day-to-day task for many print buyers. “If you’re ever in charge of checking a proof, make sure that you check it carefully, then check and check again. By approving a proof, you are in effect, all but signing the cheque for the printer and I don’t like to see people make a mistake through lack of knowledge,” he stressed during the session.
Overall, the day, which also included an extensive tour of the firm’s factory to give buyers a first-hand look at projects coming to life, was a highly effective crash course in print. It was well planned and logically structured and, using real-life examples of the firm’s past work, Cook made very technical areas relatively easy to understand.
With plenty of new useful knowledge to consider, and conversations about future projects taking place during lunch, it seems quite likely that the invited delegates will call on Marstan first next time they have a new print project in the pipeline. These factors alone made the day a highly convincing example of how beneficial holding an event like this can be.
TOP TIPS
Planning your event
Be clear about what you’re trying to achieve. “Having people around to your factory can get you so far, but if you have a more strategic aim, like introducing a new product or service, you need to work a bit harder with it,” explains Gary Peeling, managing director of Precision Printing.
Ask for advice. HP customers, for example, can take advantage of its Dscoop initiative and ‘Tell Your Story’ programme. “It offers tried and tested methods for everything from the planning stage through to sales conversion and lead tracking and even includes a guide on how to plan, execute and follow up after your own customer event,” says HP Indigo UK & Ireland marketing manager Julia Cole.
To deliver a cohesive event, aim to have one person overseeing the planning from start to finish, with other team members involved at the necessary stages.
Market it effectively and as early as possible with a number of touch points. Save-the-date postcards, invitations, phone and/or email reminders and social media can all be effective ways to communicate the event.
Ensure your environment will leave a positive lasting impression. If your factory isn’t up to the job, consider hiring an alternative venue. “If your premises doesn’t perhaps look the way you would want it to just yet, there’s no reason why you can’t have the same benefit by hiring a venue that can delivers what you want it to,” says Peeling.
Have a clear structure of what will happen on the day.
Ensure your team has information on attendees so they can make the most of the opportunity to liaise with current or prospective clients.
On the day
Have a presentation ready but don’t overload attendees with a long-winded company history.
Avoid directly selling to people. “Try to have guest speakers or content that is more independent. Perhaps think about having one of your customers speak about their business and how they utilise your service,” says Peeling.
Keep content relevant and tailored to your audience. If you’re showing off your latest investment, ensure that you present the technology not on its specifications but on what it can help the client to achieve.
Involve your audience as much as possible. Attention spans can wander if one person is continually talking without breaks.
Showcase your skills. Show clients examples of impressive products that you’ve printed and let them feel the quality of the print and finish.
Be aware of basic issues such as providing comfort breaks, refreshments and a comfortable room temperature.
After the event
Ask for feedback. This might be via a questionnaire at the end of the day or by phoning attendees a few days later to receive more tailored responses. “It is a learning process and your audience will have lots of good suggestions,” says GI Solutions head of marketing Tara Pickles.
Follow up on leads and conversations via phone or email. Even a call to see how a client found the event may lead to something more substantial.
Measure return on investment by calculating sales gained directly as a result of the event against the cost of holding it.
Consider doing something creative to add a memorable final touch. “Usually after we’ve initially met a client at an event, we would then send them something like a cake or a notepad to further open up the lines of communication,” says Marstan Press business development manager Bev Butler.
