The Marketing 4 Digital project (M4D) debuted at Print05, supported by PIA/GATF and the DPC steering committee.

The goal of M4D is to provide printing companies with relevant and immediately applicable marketing intelligence that they can use to sell more printing and open new business opportunities.

Chief researcher and editor for the M4D project, Frank Romano says, “Printers know how to sell; (but) they do not always know how to market. M4D has had only one goal since its inception: to help printers find and achieve new market opportunities for digital as well as traditional print.”

M4D arms companies and their sales staff with the specific detail they require to understand the specific needs of current and potential customers in over 24 vertical segments.

Plus, M4D will teach sales staff to “speak the specific language” of vertical segment customers, as the reports provide a deep understanding of each segments’ respective environments and unique requirements.

Although targeted at the North American market, Digital Printing Council and E-Business Council director, Joanne Vinyard, says its relevant to those in the industry outside this area too.

“The M4D study is North American based, however some of the companies who were surveyed are international,” says Vinyard. “Some of the information could be applicable to printers worldwide (ie types of printing being done by industry). Also, a key part of the M4D information is designed to help printers conduct their own marketing research – what types of questions to ask, who is likely making printing decisions within an organisation, etc, – which we think would be relevant to all printers.”

The M4D study is available for purchase via the online bookstore at www.gain.net

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