by Milt Vine
I know many in our industry are still undecided about the value of websites. In the last two years, the rush to get on the Web has created a confusing range of options, from sites with simple one-page advertisements and HTML reproductions of company brochures to those that are technically sophisticated, with hyper-links to housed databases for the conduct of business and to literally thousands of other websites of interest to visitors.
While a wait-and-see approach has its advantages, it also can be dangerous. The desktop publishing mania of a decade ago should prove the point. Those printers who waited for the dust to settle before making the transition from traditional to electronic prepress ended up choking on the dust of those who got there first. I believe the same liability exists for those who remain on the shoulder of the Information Super Highway.
Here's why.
Cyber-commerce. I mentioned in an earlier column that studies have shown printbuyers expect their vendors to give them the technological tools that will help them do their jobs better, faster and at a lower cost. A fully functioning website holds that promise.
On the simplest level, websites with an email capability enable you to post your estimate form, which prompts clients to give you the information you need to quote accurately. Clients fill out the form and submit requests right from their workstation, at any time day or night. The request is transmitted right to your estimator's or sales rep's computer for processing. For repeat jobs and others that have relatively constant pricing, such as stationery and business forms, many printers are creating pricing matrixes, which clients can access online for instantaneous quotes.
The next level involves establishing links to computerized production job tracking systems, such as Programmed Solutions' and Logic-Covalent, which allows clients to track job status, online.
FedEx and UPS are the models here, and many printers are following their lead. For example, on FedEx's site there is a "services on-line" section, which anticipates common package shipping needs with a whole range of online services, including account registration, billing information, package shipping and tracking, free downloadable shipping software and other features. FedEx customers can get 24-hour instant access to this information.
I'm sure, if you were to calculate the numbers of hours your CSRs and sales reps spend answering these requests for job status, online tracking would bring huge time- and dollar-savings.
Today, a new level of website usage is fast emerging in our industry, one that opens the door to previously unimaginable efficiencies . . . online proofs. The technical capability already exists and there is a groundswell of vendors who are specialized in programming this website application for printers who want to provide the service for high-volume clients.
Cyber-schooling. In addition to these time-saving production applications, websites are one of our most cost-effective marketing tools.
Just as clients expect us to lead the way in technological advances, they also expect to be trained, both in the use of the technologies and in the requirements of print production. With the high turnover of marketing communications personnel-the younger they are, the more likely they will turn to the Internet for needed information-websites offer one of the easiest and fastest ways to communicate production information.
Seattle Bindery's site, for instance, includes detailed information about tabbing and folding specifications. The section on tabbing includes terminology, a description of custom and standard tabs and how they differ, and diagrams of tab options. Folding illustrations help customers plan layouts so they can take full advantage of the efficiencies our automated equipment provides. And, our email page allows visitors to ask questions about specific jobs.
Cyber-networking. Electronic networking and information exchange (some call it schmoozing) are also great website advantages. Printers' websites can be linked to printing associations, which in turn often offer links to other sites of importance to clients, such as those of paper companies, design organizations and trade publications. If chosen well, the linkages will position you as a rich resource and significant player in the industries you serve.
For example, the Pacific Printing & Imaging (PPI) site links to member companies with websites, sorted by city, for all six states the association serves. With one click, a visitor immediately accesses a list of printers is their area and, then, selects a printer from the list and views on-screen information about that printer. The guest can instantly qualify the company-based on its equipment list, client roster, product specialties and other relevant information-and then emails a request for estimate.
Think about it. The costs associated with generating and qualifying leads can be staggering. Even just one informed and self-qualified lead via the Web could more than repay the investment in a site's development.
End note. Internet websites are becoming increasingly sophisticated. That means the old
objections-security issues, commercial application and cost-are fast being turned into
opportunities for the Microsofts of tomorrow. As with the desktop publishing revolution,
this craze isn't just a fad. It's not going to go away. If we're up to speed, and
positioning ourselves alongside the technology leaders, we'll be competent and ready to
serve our future clients.
Milt Vine is president of Seattle Bindery, a post-production house specializing in index tabbing in addition to providing folding, stitching, perfect binding, scoring , perforating and trimming services for the trade. You can reach Milt at 206/682-2558.
© 1997, Seattle Bindery. Reprinted from Northwest Trader, April, 1997.