{"id":54194,"date":"2023-03-02T13:00:15","date_gmt":"2023-03-02T21:00:15","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=54194"},"modified":"2023-03-02T13:00:18","modified_gmt":"2023-03-02T21:00:18","slug":"final-thoughts-dealers-outline-marketing-approach-to-2023","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/the-week-in-imaging-twii\/editors-blog\/2023\/03\/final-thoughts-dealers-outline-marketing-approach-to-2023\/","title":{"rendered":"Final Thoughts: Dealers Outline Marketing Approach to 2023"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

February has long been the publishing sector\u2019s greatest foe, stealing two to three days from a typical work cycle. The calendar may read March, but we have some unfinished business from February to address from an editorial standpoint.<\/p>\n\n\n\n

As we turn with hopeful eyes toward spring, we\u2019d like to say adios to February\u2019s State of the Industry report on marketing by providing a glimpse at the strategies and changes our dealer panel will embark upon for 2023. The dealer community is hoping this is the year that the term \u201csupply chain\u201d gets purged from our collective consciousness and that they can resume a message-based campaign that entails the entirety of their catalog.<\/p>\n\n\n\n

\"\"
Alexandria Moran, Applied Innovation<\/figcaption><\/figure><\/div>\n\n\n\n

Communicating and building upon her company\u2019s rebrand will be a top priority for Alexandria Moran, marketing director for Applied Innovation of Grand Rapids, Michigan. Crafting cohesive messaging among all the firm\u2019s lines of business will be essential to helping customers better understand Applied Innovation\u2019s identity.<\/p>\n\n\n\n

\u201cThat was the biggest thing holding us back, especially when it comes to cross-selling,\u201d she said. \u201cIt\u2019s about educating people on who we are and learning how we can communicate those needs we can help address. We\u2019ll be recreating our content, plus doing research and customer interviews, digging in and really getting to know who our audience is.\u201d<\/p>\n\n\n\n

\"\"
Keven Ellison, AIS<\/figcaption><\/figure><\/div>\n\n\n\n

For a dealer such as Advanced Imaging Solutions of Las Vegas, the play for 2023 is to get back to the basics with its email campaigns, according to Keven Ellison, vice president of marketing. That will be the key to maintaining top-of-mind awareness for the dealer\u2019s brand when it comes to its roster of offerings.<\/p>\n\n\n\n

\u201cIt\u2019s important to be there when a prospect needs a new technology solution service provider,\u201d he said. \u201cWe need to continue to work toward being that trusted advisor with prospects when they are researching or are in their own buying process.\u201d<\/p>\n\n\n\n

\"\"
Robert Caldwell, Datamax<\/figcaption><\/figure><\/div>\n\n\n\n

Upon wrapping up its 2023 business plan meetings, Datamax seeks to forge a tighter alliance between sales and marketing to focus on objectives, while continuing to monitor costs and overall marketing investment closely, according to Robert Caldwell, vice president of marketing. The Little Rock, Arkansas-based dealer, with offices in Texas, is hopeful that a resumption of normalized business activities will be a catalyst to welcoming customers and prospects to visit its robust technology solutions center.<\/p>\n\n\n\n

Being able to showcase its product and service portfolio enables Datamax to shine brighter. \u201cWhile Zoom meetings can be effective, there is no substitute for face-to-face interaction,\u201d Caldwell noted. \u201cWe\u2019d love to resurrect some of the lunch-and-learn initiatives that were so successful pre-pandemic, as well as looking forward to celebrating our 40th<\/sup> year in Arkansas celebration.\u201d<\/p>\n\n\n\n

\"\"
Karlee Travis, Impact Networking<\/figcaption><\/figure><\/div>\n\n\n\n

Much of the 2023 focus for Impact Networking will center on optimizing local SEO and campaigns, ensuring it can support each region on a local basis, notes Karlee Travis, CMO for the Lake Forest, Illinois-based MSP. The company will also launch a new website that is better optimized for leads. It\u2019s not so much touting Impact\u2019s vast service and solutions portfolio, the drive will be toward providing more guidance for clients and prospects.<\/p>\n\n\n\n

\u201cWhat we\u2019ve seen the past two years is business owners don\u2019t know exactly what they need,\u201d she said. \u201cThey know that they want to grow, but they\u2019re not exactly sure how to get there. So we’re really going to be focused on shifting our messaging perspective to talking directly about their business challenges and how we can help them accomplish their goals.\u201d<\/p>\n\n\n\n

\"\"
Joe Blatchford, Image 2000<\/figcaption><\/figure><\/div>\n\n\n\n

The need to diversify and change one\u2019s approach to the market is not just good business, it\u2019s a means of survival. Joe Blatchford, CEO of Image 2000 in Valencia, California, is seeking to garner more measurable results from his marketing efforts and will be employing solutions such as MPS Toolbox to achieve that end. With clients juggling a more decentralized workforce, that only raises the ante on the need to expand services.<\/p>\n\n\n\n

\u201cYou can\u2019t just look at the copier model and think \u2018that\u2019s it,\u2019\u201d Blatchford explained. \u201cSome companies may be able to rely on it, but that\u2019s not for us. We have to diversify; we\u2019re an authorized postage meter company, and we have to continue to look into other areas. Los Angeles is a very progressive market, so we can\u2019t sit back and relax. You need to continue to innovate; otherwise, you\u2019ll get swallowed up.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

February has long been the publishing sector\u2019s greatest foe, stealing two to three days from a typical work cycle. The calendar may read March, but we have some unfinished business from February to address from an editorial standpoint. As we turn with hopeful eyes toward spring, we\u2019d like to say adios to February\u2019s State of the Industry report on marketing by providing a glimpse at the strategies and changes our dealer panel will embark upon for 2023. The dealer community is hoping this is the year that the term \u201csupply chain\u201d gets purged from our collective consciousness and that they can resume a message-based campaign that entails the entirety of their catalog. Communicating and building upon her company\u2019s rebrand will be a top priority for Alexandria Moran, marketing director for Applied Innovation of Grand Rapids, Michigan. Crafting cohesive messaging among all the firm\u2019s lines of business will be essential to helping customers better understand Applied Innovation\u2019s identity. \u201cThat was the biggest thing holding us back, especially when it comes to cross-selling,\u201d she said. \u201cIt\u2019s about educating people on who we are and learning how we can communicate those needs we can help address. We\u2019ll be recreating our content, plus doing research and customer interviews, digging in and really getting to know who our audience is.\u201d For a dealer such as Advanced Imaging Solutions of Las Vegas, the play for 2023 is to get back to the basics with its email campaigns, according to Keven Ellison, vice president of marketing. That will be the key to maintaining top-of-mind awareness for the dealer\u2019s brand when it comes to its roster of offerings. \u201cIt\u2019s important to be there when a prospect needs a new technology solution service provider,\u201d he said. \u201cWe need to continue to work toward being that trusted advisor with prospects when they are researching or are in their own buying process.\u201d Upon wrapping up its 2023 business plan meetings, Datamax seeks to forge a tighter alliance between sales and marketing to focus on objectives, while continuing to monitor costs and overall marketing investment closely, according to Robert Caldwell, vice president of marketing. The Little Rock, Arkansas-based dealer, with offices in Texas, is hopeful that a resumption of normalized business activities will be a catalyst to welcoming customers and prospects to visit its robust technology solutions center. Being able to showcase its product and service portfolio enables Datamax to shine brighter. \u201cWhile Zoom meetings can be effective, there is no substitute for face-to-face interaction,\u201d Caldwell noted. \u201cWe\u2019d love to resurrect some of the lunch-and-learn initiatives that were so successful pre-pandemic, as well as looking forward to celebrating our 40th year in Arkansas celebration.\u201d Much of the 2023 focus for Impact Networking will center on optimizing local SEO and campaigns, ensuring it can support each region on a local basis, notes Karlee Travis, CMO for the Lake Forest, Illinois-based MSP. The company will also launch a new website that is better optimized for leads. It\u2019s not so much touting Impact\u2019s vast service and solutions portfolio, the drive will be toward providing more guidance for clients and prospects. \u201cWhat we\u2019ve seen the past two years is business owners don\u2019t know exactly what they need,\u201d she said. \u201cThey know that they want to grow, but they\u2019re not exactly sure how to get there. So we’re really going to be focused on shifting our messaging perspective to talking directly about their business challenges and how we can help them accomplish their goals.\u201d The need to diversify and change one\u2019s approach to the market is not just good business, it\u2019s a means of survival. Joe Blatchford, CEO of Image 2000 in Valencia, California, is seeking to garner more measurable results from his marketing efforts and will be employing solutions such as MPS Toolbox to achieve that end. With clients juggling a more decentralized workforce, that only raises the ante on the need to expand services. \u201cYou can\u2019t just look at the copier model and think \u2018that\u2019s it,\u2019\u201d Blatchford explained. \u201cSome companies may be able to rely on it, but that\u2019s not for us. We have to diversify; we\u2019re an authorized postage meter company, and we have to continue to look into other areas. Los Angeles is a very progressive market, so we can\u2019t sit back and relax. You need to continue to innovate; otherwise, you\u2019ll get swallowed up.\u201d<\/p>\n","protected":false},"author":166,"featured_media":54195,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[80,1650,82,1638],"tags":[3530,4190,2170,764],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/54194"}],"collection":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=54194"}],"version-history":[{"count":1,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/54194\/revisions"}],"predecessor-version":[{"id":54196,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/54194\/revisions\/54196"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/54195"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=54194"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=54194"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=54194"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}