Identifying Print Buyer Knowledge Gapsstatic.webfulfillment.com/printbuyersinternational/blogs.dir/3/files/... · Marketing Automation in place and we don’t know how to answer

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PBI Midwest Conference May 19, 2011

A Print Buyers International event

So much has changed in the last thirty years of Graphic Arts…

So much has changed in the last five years, for that matter.

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Print is NOT Dead

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It’s Just Different

Do you remember…? •! Type galleys •! Keyline boards with acetate overlays •! Chromalin proofs (and waiting three days for them!) •! Stat cameras •! Burning and dodging •! Rubylith •! Press proofs and progs •! Marker renderings •! Entire rooms full of strippers (film…not the other…) and… days to proof

not hours •! Having to remake a plate three, four, five times •! Transparencies •! Black only personalization and variable copy •! Sending physical disks or film to printers •! Friskets and airbrushes •! All day press okays •! Linotype, Eskofot, Hell, Barco, Opticopy, Impostrip, Flightcheck •! Screen angels, proportion wheels, spreads, chokes, bluelines, film

processors, •! Job titles, photo composer, helper, typesetter, scanner operator, union

steward •! AND………………………………………..

!"

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#"

Macintosh Plus; Macintosh Plus ED; Macintosh 512Ke Macintosh ED; Macintosh II; Macintosh SE Macintosh IIx; Macintosh SE/30; Macintosh IIcx; Macintosh SE FDHD; Macintosh IIci;Macintosh IIfx;Macintosh Classic;Macintosh IIsi;Macintosh LC;Macintosh Classic II;Macintosh Quadra Macintosh LC II; Macintosh Quadra 950; Macintosh IIvi; Macintosh IIvx1993; Macintosh Centris 610;Macintosh Centris 650; Macintosh Color Classic; Macintosh LC III; Macintosh Quadra 800; Macintosh LC 520; Macintosh Quadra 660av; Macintosh Quadra 840av; Macintosh Centris 660av; Macintosh Color Classic II; Macintosh LC 475; Macintosh LC III+; Macintosh Quadra 605; Macintosh Quadra 610; Macintosh Quadra 650; Macintosh LC 580; Power; Macintosh 5200 LC; Power Macintosh 6200; Power Macintosh 7200; Power Macintosh 7500; Power Macintosh 8500; Power Macintosh 9500; Power Macintosh 5300 LC; Power Macintosh 5260; Power Macintosh 5400 LC; Power Macintosh 7600; Power Macintosh 8200; Power Macintosh 400; Power Macintosh 4400; Power Macintosh 7220; Power Macintosh 6300/120; Power Macintosh 5500; Power Macintosh 6500; Power Macintosh 7300; Power Macintosh 8600; Power Macintosh 9600; Power Macintosh G3 ; iMac; Power Macintosh G3; Power Macintosh G4; iMac (Slot Loading); iMac DV/SE; iMac (Summer 2000);iMac DV ; Summer 2000); iMac DV+;iMac DV SE (Summer 2000); Power Macintosh G4 (Gigabit Ethernet); Power Macintosh G4 Cube; Power Macintosh G4 (Digital Audio); iMac (Early 2001); iMac SE (early ;2001); iMac (Summer 2001); Power Macintosh G4 (Quicksilver); PowerBook G4 (Gigabit Ethernet); iMac (Flat Panel); Power Macintosh G4 (Quicksilver 2002); iMac (17"); Power Macintosh G4 (Mirrored Drive Doors); Power Macintosh G4 (FireWire 800); iMac (Early 2003); eMac (ATI Graphics); Power Macintosh G5; iMac (USB 2.0); eMac (USB 2.0); Power Macintosh G5 June 2004); iMac G5; Mac mini; Power Macintosh G5 (Early 2005); eMac (2005); iMac G5 (Ambient ;ight Sensor); Mac G5 (iSight); Power Macintosh G5 (Late 2005); iMac (Early 2006); Mac mini (Early 2006); iMac (Mid 2006); Mac Pro; iMac (Late 2006); Mac mini;Late 2006); iMac (Mid 2007); Mac mini (Mid 2007); Mac Pro (Early 2008); iMac (Early 2008); i Mac ;Early 2009); Mac mini (Early 2009); Mac Pro (Early 2009); iMac (Late 2009); Mac mini (Late ;009); Mac mini (Server, Late 2009)

How do we remain educated and vital in the dynamic art and industry of Print we all love so well?

Borrowing from Socrates: We admit that we know that we don’t know.

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We cannot or do not want to think holistically about media solutions and how Print fits in – or not.

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We rely exclusively on our vendors to drive specifications.

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Our vendors have questions or need clarification after reviewing our Spec Sheets.

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Our clients ask if we have Marketing Automation in place and we don’t know how to answer.

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We cannot precisely identify the correct piece(s) of equipment to produce each and every job (and know what three or more printers have that equipment).

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We have not taken the time to quantify a corporate or client color with L*A*B metrics.

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We don’t know how to calculate the ROI on our print projects.

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We can’t sketch a quick press layout to assess manufacturing feasibility, color control on press and sheet maximization.

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We aren’t proactively educating our team members on how to integrate PURLs, QR Codes or Augmented Reality into our print work when applicable.

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At the end of the day, a client, colleague or we, ourselves, are just not happy with the finished product.

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Ten years from now, what will we ask each other “Do you remember…?” •! When PDF proofs were the way to go •! When workflows still had a little difficulty talking to each

other •! When you had to go to the printer to do a press okay •! When we thought the internet would undermine print

instead of enhance it •! When there were still paper companies and printers that

weren’t FSC certified •! When not all presses were capable of VDP •! When printer only printed and shipped and did not handle

communication packages. •! We couldn’t access Facebook, Twitter and LinkedIn at work. •! Facebook, Twitter and LinkedIn were new. •! We used phones and e-mail to communicate

$%"

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Ten Pitfalls for Knowledge Gaps

and……Gap Analysis

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Relying on what we knew yesterday.

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Assuming that 5 or 10 or 25 years of print buying experience will allow us to coast through the next 5 or 10 or 25.

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Not owning substrate, specification and manufacturing decisions.

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Ignoring that fact that an evolving cross-channel marketing strategy is changing the world of Print – however, remains one in which Print plays with digital and social and broadcast media better than ever.

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Sloppy, thoughtless or rushed specificity.

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Believing that, as Print Buyers, business and marketing savvy are someone else’s job.

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Believing that, as Print Buyers, being creative and innovative is someone else’s job.

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Buying in to “Acceptable Industry Standards” – they are, in fact, the three dirtiest words in our industry and need to be constantly challenged.

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Fast

Cheap Correct

Feeling that an exceptional knowledge base and acute technical expertise will make up for surly behavior or disrespect (all people at all levels)

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Doing our jobs/growing our careers the same way we always have because it’s been working thus far.

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10 Skills We Need for the Next 10 Years

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Negotiations We are not “getters”

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SRM: Supplier Relationship Management

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Workstation/Procurement tools

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Market Intelligence

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BRM: Business Relationship Management

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Completed Staffwork

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Analysis - using data to make informed decisions

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Contract skills

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Print Intelligence

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Supply Chain Principles

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Essentials for Excellence

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Proactive self education: Seminars, Webinars, Books, Websites, Industry Events…

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Research emerging technologies, not only within the Print arena.

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Take the time to understand how things are made:

•! How press layouts affect quality, consistency, sheet maximization •! How certain inks lay down on certain

substrates •! How a QR code or PURL on a printed piece

opens up a robust integrated campaign.

!!"

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Champion Print and strive for mastery of its art and science, but understand how Print lives in today’s marketing mix.

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Be the Expert. Be a Person of Disproportionate Influence by learning the smallest detail to the largest concept.

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Being a Print Buyer means always balancing budget constraints with artistic vision. Have a strong business head and a creative fire in the belly.

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Become the person who can get anything done: beautifully, flawlessly, on time and on budget.

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Craft QC document check lists. Utilize them consistently. Update them frequently. Hold your suppliers to higher standards as well.

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A simple equation:

•! Nice people who are not particularly adept are sometimes acceptable. •! Adept people who are not particularly nice

are sometimes tolerable. •! People who are neither adept, nor nice are a

waste of time. •! Highly adept people who are also extremely

pleasant are making the most of their time – and everyone else’s around them.

#&"

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Hone the attributes of your own personal brand such that they inform everything you do, say, make.

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Resources •! The Speed of Trust, Stephen M.R. Covey •! Becoming a Person of Influence, Maxwell and Dornan •! Influence, Science and Practice, Cialdini •! People Buy You, Blount •! Yes, Goldstein, Martin, Cialdini •! Predictable Results in Unpredictable Times, Covey, Whitman, England •! How to Argue and Win, Every Time, Spence •! Blink, Gladwell •! Orbiting the Giant Hairball, MacKenzie •! Getting Things Done, Allen •! Ready for Anything, Allen •! Making i t All Work, Allen •! The Golden Rule of Schmoozing, Jaye

Resources •! The Gentle Art of Verbal Self Defense, Elgin •! The Gentle Art of Written Self Defense, Elgin •! Creative Decision Making, Gelatt •! Buried Alive, Yount •! Leaving Your Leadership Legacy, Yount

•! Institute for Supply Management, ISM; www.ism.com •! www.spendmatters.com •! www.mindtools.com •! Getting Things Done; www.davidco.com •! IBIS world; www.ibisworld.com •! www.strategicprocurementsolutions.com •! www.influenceatwork.com •! http://www.speedoftrust.com/

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Resources

•! www.printingtalk.com •! www.idealliance.com •! www.delivermagazine.com •! www.printinthemix.com •! www.howstuffworks.com

Documents

Identifying Print Buyer Knowledge Gapsstatic.webfulfillment.com/printbuyersinternational/blogs.dir/3/files/... · Marketing Automation in place and we don’t know how to answer