How does a print provider approach a corporate brand owner without alienating their agency?

That question was posed to me during my presentation in Dortmund, Germany to about 75 leading Xerox-equipped print providers from developing markets who are members of the Xerox Graphic Arts Premier Partners. They were participating in a daylong meeting on business development as part of our drupa activities, and I was presenting on creative agencies, a great, but oft- overlooked opportunity.

The question, from Eduardo Achach, chairman of the board, Mega Direct, Mexico City, typifies the hesitancy print providers feel about approaching creative agencies. In North America alone, creatives buy $26 billion in print annually, yet 85 percent of print providers don’t call on them.

I recommended to Achach that he approach the brand owner’s agencies with concepts for working together to increase awareness of digital printing. Get on their team.

In fact, my entire presentation was relevant to his question. I offered advice on identifying the agencies that are most likely to work with you, on the research you should do on them, on the applications that resonate with them, and on techniques for building relationships outside the traditional sales cycle. I told attendees to become insiders by getting involved with the local chapter of an ad association or creative tools users groups. Go to their meetings and speak at their events. It’s an excellent way to make contacts and build trust.

With this preparation, when you do approach an agency, you’ll be sure to bring a relevant, creative concept to the table.

Bob Wagner, Vice President
Xerox Creative Services Business
and Premier Partners Program
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Eduardo Achach, chairman of the board, Mega Direct, Mexico City, asks his question of Bob Wagner: How does a print provider approach a corporate brand owner without alienating their agency?