OCE 
By Greater education of print buyers could deliver significant additional business for printers - 36% of the buyers surveyed were unaware of print-on-demand
Over 70% of buyers view print to be as effective or more effective than any other media in the communications mix
Positive outlook for print - Over 70% of print buyers see print becoming more important for their organisation or remaining as important as it is now
Only 10% of buyers cite 'lowest cost' as key selection criterion for printer; primary factor is value for money
Hall 8a, Stand C06 - 1, drupa 2012, 3 to 16 May
DUSSELDORF, 28 February 2012 - A comprehensive new research study from Canon Europe among business professionals with responsibility for procuring print highlights that digital Print Service Providers (PSPs) are missing opportunities to grow their business through increased customer communication. The research is presented in Canon's fourth Insight Report -The Bigger Picture, which will be published at drupa 2012.
Based on 420 telephone interviews with senior
decision-makers in corporate organisations and marketing
and creative agencies across Europe, the findings confirm
that print is still a highly valued component of the
marketing mix. Nearly 90% of respondents see
professional print as important to their organisation -
15%, in fact, say that print is 'critical' and more than
70% see it becoming more important or remaining as
important.
However, the responses indicate that print service
providers are missing opportunities to raise awareness to
their customers of the capabilities of digital print, so
buyers may be far from clear about what digital print can
do for them. For example, over a third of the buyers
surveyed were unaware of print-on-demand, even though speed
to market is a key driver in selecting media channels for
marketing. Likewise, a third were unaware of the
scope for short run publishing, and almost half are not
using targeted customised direct mail.
This point is supported by the fact that more than half of
customers, when questioned about proactivity in offering
advice and guidance, indicated that their print service
providers do not make them aware of new print developments
or alternatives.
Respondents are confident of the effectiveness of print,
with 71% perceiving it to be equally effective or more
effective than any other type of media in the
communications mix. The proven effectiveness of print
is cited as one of the key drivers of print's anticipated
future growth, as is print's increased use as a support
mechanism for online and cross media. Print is also
considered a key component of multi-channel communications,
which respondents see as the most effective way to maximise
reach and exposure.
While the study also confirms what many already know - that
'value for money' is the primary factor in choosing a PSP -
only 10% cite 'lowest cost' as their key selection
criteria, whereas 20% prioritise print quality.
Regarding the quality of service that printers are
providing to customers, 97% of respondents reported that
their PSPs meet their print communications needs and a
similar percentage perceiving their PSP to offer value for
money. However, taking into account the buyers' lack
of awareness, this high level of satisfaction may be in
part due to their ignorance of what information they're not
receiving.
Mark Lawn, European Marketing Director, Professional Print
Solutions, Canon Europe observes: "There is an enormous
opportunity for printers to educate their customers and
raise awareness of what print - especially customised print
on demand - can do to reinforce their brand and increase
the effectiveness of their marketing efforts. Customers are
actively looking for better education, more creative input
and insights into print innovations. It is clear,
therefore, that printers are missing out on significant
potential opportunities for growth and need to communicate
far more frequently with their customers, putting aside any
presumptions they may have about the level of their
customers' knowledge. Printers who take a more
confident and consultative approach can grow their business
and make their relationships stronger."
Canon's focus at drupa 2012 will be on helping printers to
see the bigger picture and actively use their digital
investments as a catalyst to accelerate their business
growth. Canon's new research proves that the opportunities
are significant and the company will be using this research
to shape the support it gives to printers who visit the
Canon stand (Hall 8a, Stand C06 - 1) at drupa 2012 (3 to 16
May) to ensure they are equipped to communicate the full
potential of their digital print capabilities to
customers.
Further in-depth interviews will be conducted with 30
respondents during March 2012 to probe more deeply into
some of the challenges and opportunities identified by the
first phase of the research.
For more information, please contact:
Adam Gillbe |
Kerry MacKenzie |
420 print buyers across 18 European countries were
interviewed for the Insight Report. Respondents from the
following five sectors were interviewed: Manufacturing and
Primary Industry; Retail and Wholesale; Finance and
Business Services; Marketing and Communications Services;
Public, Voluntary and Other.
For updates about Canon's activities at drupa, and for
access to customer case studies, white papers and Canon's
perspectives on the printing industry, go to Canon Europe's
web site at www.canon-europe.com/drupa.
Additional live updates will be posted on Canon's Twitter
feeds (@CanonBusinessEU
and @CanonDavidP)
leading up to and during drupa.
Canon Europe is the regional sales and marketing operation
for Canon Inc., represented in 116 countries and employing
over 11,000 people across Europe, the Middle East and
Africa (EMEA).
Founded in 1937 with the specific goal of making the best
quality camera available to customers, Canon's tireless
passion for the Power of Image has since extended its
technology into many other markets and has established it
as a world leader in both consumer and business
imaging solutions. Its solutions comprise
products, ranging from
digital compact and
SLR cameras, through broadcast lenses and portable
X-ray machines, to multi-function and
production printers, all supported by a range of value
added services.
Canon invests heavily in R&D to deliver the richest and
most innovative products and services to satisfy customers'
creative needs. From amateur photographers to professional
print companies, Canon enables each customer to realise
their own passion for image.
Canon believes that considering the interests of society
and the environment is an integral part of good business
practice. This is embodied in its corporate philosophy
Kyosei - 'To live and work together for the common
good'.
Further information about Canon Europe is available at:
www.canon-europe.com
