IS IT NECESSARY FOR COMPANIES IN THE PRINT INDUSTRY TO ADOPT SOCIAL MEDIA?

Duplo International is the world leader in print finishing. It has over 40 years of experience in bookletmaking and print finishing related products. Automated precision, innovation and superior quality are at the heart of all Duplo products. In the past Duplo International was quite traditional in its approach towards communication. We mainly used three mediums to distribute our content:

1)      Email

2)      Marketing Resource Centre

3)      Website

Our content comprised of product brochures, videos, case studies, product packs, product bulletins and press releases to mention a few. We were using a passive approach that is asking our customers to come to us if they need any information about our products. It was a one way communication but in some cases feedback was possible from the receiver of our content. We agree that we never had a marketing budget of certain blue chip companies but still we were successful in positioning our brand to be the most trusted brand in the print finishing industry.

Social media was once the exclusive roaming ground of teenagers, but not anymore. As Twitter and LinkedIn have taken off with astounding success in the business arena. We at Duplo International have revised our communication strategy to exploit these new tools. Now, we will be actively using 7 channels to distribute our content:

4)      Twitter

5)      LinkedIn

6)      YouTube

7)      Blogs

These channels will help us to distribute the content to the place where our target audience is. It will also open up new avenues for us such as brand awareness, lead generation and customer service and engagement to mention a few. In today’s context the role of International Product Marketing Director has changed, no longer is it about being responsible in the development of new products and markets but now also to fill the sales pipeline. Social media will truly change the way we are communicating with our customers and prospects.  We are totally convinced that developing a social media presence will open up a whole new set of tools for driving your customers to turn their print into more than just a paper.

We are taking this step to build our future and we invite all of you to join us. Let’s make a better and stronger community.

Kind regards,

Bruno Picquet

International Marketing Director

2 comments on “IS IT NECESSARY FOR COMPANIES IN THE PRINT INDUSTRY TO ADOPT SOCIAL MEDIA?

  1. Well said! We’ve moved from a world of traffic and clicks to a world of engagement and conversation. It’s very important the print industry embrace ‘social’ and make it a part of the way we do business.

    At drupa, we spent time with customers educating them on social media and there was so much interest in the topic. The one thing that stood out to us is how our industry is not aware of social listening. That’s the most critical aspect of a well formed social strategy.

  2. Very true. We really appreciate what you did in Drupa 2012. Your initiative of spreading awareness on Social Media in the Print Industry is proving to be successful. We have seen the increase in number of Printers that have started using social media (post Drupa). Well done!! Yes and definitely social media should be integrated in the overall strategy of the firm. Thank you for the post.

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