In-plants as Visionary Leaders
• Segmentation and messaging are critical with these campaigns and must be tied closely with design. Again, rather than investing in these capabilities, an in-plant can work closely with its marketing department client, creative services and the production team to get it right.
• Landing pages are essential with these campaigns to deliver the message presented in the mailings and to capture prospect interest. You don't want to send people to your corporate Web page but instead drive them to a page designed for the campaign. Commercial printers need to invest in the ability to implement these pages while in-plants can leverage the expertise of their IT departments.
- Companies:
- Ricoh Corp.
Greg Cholmondeley is president of Cholmonco Inc. Cholmonco is a technology marketing consulting company that researches, analyzes and documents best practices and innovative solutions. Cholmondeley is especially interested in how industry leaders efficiently get work through digital printing and marketing services operations. He has also written two fictional novels. The first is titled “Nakiwulo and the Circle of Shiva” and the second is called “Princess.” You can learn more about his consulting practice and read more of his blogs at www.cholmonco.com. You can discover his books at http://books.cholmonco.com.
