If you would be able to, in the future, to measure just as good on the Offline media, as you are on the Online media. If you could do that, if you are able to measure that and sell it in on the response, instead of an up-front fee of many thousand euros, then I think it will be much easier for the Graphic Industry to sell their products.
I help different kind of Graphic Companies to optimize their workflow, how to get them into having the right products on the shelves - for the companies (clients). And then in the Printing Industry, if you want to do everything from Heatset to Digital work, and print on demand, it's difficult. So, you are see on the Social media area; you see people who are very keen on going into how to optimize Facebook, Instagram and so on, but it’s individual persons who are doing these (optimization), having their own area.
Since I left Digitaltrykkeriet, first of all, I’ve spent a few months with LaserTryk who bought the company and at the end of that period, for a year. Then I’ve started in Copenhagen at the Bigum & Co, doing education 2 days a week, for 10 months, where I’ve learned everything about the Social Media, the SEO, and the Facebook, Twitter and Instragram and all that – how to handle that, how to write a Newsletter and all that.
Very interesting and a very good place to be, for a man like me, who’d been on the Offline media for many years.
I think that, I know that the technology is there. The thing is – just that’s very few people who know about the Graphic Industry and at the same time know something about what you actually can do in Google Analytics.
Over the last year, when I went to Bigum & Co and took that Degree, then I think I can combine those two Worlds and get into success. I think it’s some; I’ve tested it, to some end-users and some of the add agencies and they’ve liked it very much. They like the idea and I can see when you are going out visiting customers and selling Marketing products, then you often went into the Social area with the Google AdWords and all that, because of you are able to measure your response.
Some of the clients I work very much with and some people I’m just going in for a couple of hours and helping them to find the right products if they are needed. So, sometimes it is long-term; sometimes it can be for one day, a week, for half a year, or it can be just a few hours. It’s very different.
I think it’s there for some of the companies they have the potential, I don’t think they see it today, they don’t see the potential. If you would be able to, in a future, to measure - just as good on the Offline media as you are on the Online media; if you could do that, so even when you are selling a magazine and ads in their magazine, you don’t have to tell the customer that he’ll have to pay that ad or pay a €1000 for that, instead he just have to pay like €50, each time the customer is using an QR code or some kind of interaction to that, offline. If you are able to measure that and selling it on response, instead of an up-front fee of many thousand euros, then I think it will be much easier for the Graphic Industry to sell their products.
It’s both things. First of all, you’ve got to find the right software, you’ve to find the right people to do it, but also the customers who want to do this here, which are going to be able to manage the data in the right way. And that’s a long way to go for some customers, but already today, for example in the Tele Industry you have a lot of information about the customers that you can use and bring it out to Offline prints. They actually sell out their, different kind of proposals for new telephones and so on, to their customers, but that’s when the story ends. They don’t actually get the interaction from the customers, back into the Tele Company, and make sure that they get a response on that and are able to measure the right thing. That doesn’t happen, that’s a shame.
I’m helping them as an agent, to find the right customers, and these customers take the direct contact to the companies. For example, Holland and German printers, some of them are coming from, as well. Part of my goals is not to be competing in the new things - just expanding the market, putting new products into the Danish market.
They mainly offer services which are not produced in Denmark. And due to the fact, that Denmark is only 5 million people and just as large as Hamburg is; in for examples - Printing Security tickets, printing tickets for parking lots, printing all kinds of security things. We’re going to have special equipment; we’re going to have special people doing that, special Pre-press facilities. And in that area for example, in Germany – there is only 3 companies who’re doing that and nobody is doing that in Denmark or Scandinavian at all, so therefore they would like to get into Scandinavian market and I’m helping them as an agent.
That’s a difficult question. That’s one of the bigger ones, but one thing I think is very important is that I think the whole market is going in two directions. You have on, the Mainstream products – that means business cards, all stationery, everything that’s called 8 pages and 16 pages on that, will just be on a price level competition. If you have very traditional Offset Printing Company, that is trying to compete with these prices – forget about it. It’s much better to make a good contact to one of these Printing Houses who have the right equipment, the right staff, the right level of costs. They’re buying the paper in 30% cheaper than you are, therefore you will never be able to compete with these guys. So - specialized on being having a good contact to the customer; specialized in the specialized products, where you add value and make your own niche, instead of competing with the mainstream products. That’s very, very genius to do that.