Moving from a “Push” model to more of a “Pull” model.
The New England Printer & Publisher Magazine just published an article “The new marketing and sales business model” by John R. Graham, who is president of Graham Communications. This is one of the first articles that I have seen in a Print-focused magazine which discusses the concept of “social media marketing” and how it is impacting conventional marketing wisdom. It is important that printing companies that want to become “marketing solutions providers” pay attention to this trend. I think that he is DEAD ON in his assessment!
There’s an interesting dynamic going on now in the global marketplace. The individual is taking control of their communications (now being more appropriately called “conversations”) with corporations. Now, an individual that is not satisfied with a product or service can communicate that worldwide in nanoseconds through the power of the internet. The traditional editing process that publishers provided during the dissimilation of information has been reduced, if not completely removed in most instances. With YouTube, blogs, discussion groups, Facebook, LinkedIn, etc….The individual (or community would be a better description) has taken control of the message from the corporations. Corporations must “interact” with their customers if they expect to thrive in the future.
The concept of “Open” bi-directional communication between an individual and a corporation should be the rule, not the exception. By using this strategy, while engaging in a conversation, you will reap surprised by the results. But putting this into place requires commitment of resources and time. You have to develop a culture that wants to share and be committed to create an “individual” conversation between your customer/market/prospect. Strategies will vary, but the result will remain the same…Have conversation with individuals, Enhance relationship with market, Expand revenue opportunities. It’s as simple as that.
“See” Ya Later,
Rick Littrell
Magicomm, LLC
Magicomm Series
