Cross-Media and the In-plant
Brace for a longer sales cycle. On average, in-plants reported that the entire process for selling cross-media marketing services took 4.9 months. This underscores the message that cross-media marketing is not an easy sell. It takes time to convince the customer and build the relationship.
The president of a cross-media marketing services firm with two locations in the Northeast pointed out that the longer duration of selling cross-media is because it is a consultative sell. He explained, “You must allow time to discuss objectives and challenges, and then you must develop a program or project directly related to those objectives.”
- People:
- Lisa
Lisa Cross is the principal analyst of NAPCO Research (a unit of NAPCO Media) where she conducts market research and analysis on emerging trends and changing dynamics in the commercial, in-plant and packaging industries, and the market forces that are driving those changes. With decades of experience covering the graphic arts and marketing industries, Cross has authored thousands of articles on a variety of topics, including technology trends, business strategy, sales, marketing and legislation.
