Taking on a position at a new organisation is always a challenge. Often even the most experienced practitioners can’t help but encounter first-day jitters when stepping into a new environment.
For marketers in particular, there’s a lot to take on. Today, not only are marketing departments being tasked with taking ever-more responsibility for making marketing a revenue-generator, they’re also grappling with countless other challenges – from getting buy-in from other stakeholders across the business, to learning how to integrate and apply a wealth of new technologies.
Taking time to really get to grips with an organisation, its teams, its customers and its processes – before diving straight into addressing some of these tasks – is essential.
However, quick wins for new joiners are often found in existing processes that can be digitised to streamline customer experience and improve organisational efficiencies. A prime example of such a channel for marketers, is in the management of print marketing material.
Here are the four questions all newly-appointed marketers should be asking about print when they take up a new role:
This is rarely known but it is crucial to be able quantify the volume of material that the organisation is printing and how much it needs to print. This will help ascertain whether or not the organisation is over-ordering. For example, a Gelato commissioned PWC study estimated over-printing to typically be in the region of 20-25%.
However, it may be harder than you think. The same PWC study found the print management process to be characterized by a lack of management overview. An efficient print management tool is needed. Gelato offers an integrated platform that gives complete oversight of who is ordering what and when, providing transparency across the organisation and in real-time. It also allows for stellar cost control across business units, people and/or teams.
The next step is to look at the efficiency of the printing system as it stands. When multiple locations, offices, departments or employees get involved in printing materials, it can be difficult to maintain control. This means that costs can become unintentionally hidden as they fall under multiple budgets and across different markets or offices.
To track and manage these costs, Gelato allows users to manage roles and permissions in one centralised location. Businesses can record spend and coordinate materials.
Shipping is another area in which costs can easily be neglected. For a large organisation with multinational offices, having to print all materials centrally and having them shipped across the globe is - by its nature - a costly and inefficient practice, risking lengthy delays as well as the added cost of storage of the materials at either end. The alternative, of course, is to have all materials printed locally – but this has traditionally thrown up the question of brand consistency...
...so, with that in mind, how is brand consistency maintained across materials? For larger organisations in particular, getting this right can be difficult, especially when there are many local markets to juggle. As a result of individual offices printing their own materials locally, branding guidelines can get lost in translation – often quite literally – resulting in disparate or out-of-date materials being used.
Through our global network, Gelato intelligently allocates print jobs to high quality print houses distributing to more than 70 countries, meaning that prints are produced as close to the delivery address as possible and delivered quickly. As everything is handled in one system, permissions and accesses rights can be given to amend pre-approved, branded templates. This means that materials can be modified to fit local needs, while brand consistency is maintained.
These are important areas to explore – and the process will take time. Once you have addressed these points, the foundations will be in place.
The good news is that Gelato provides a way of streamlining printing – saving costs, reducing delays and ensuring consistency in the process, which can help those new to a job make an immediate impact.
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