And the survey says

Jan 1, 2008 12:00 PM, Michael Casey

“In 2007, while working with dozens of printers, we asked their customers the following question: ‘What are the two most effective ways we can inform you of our new products and services?’ The good news is that direct mail still is a very viable method. The print industry is alive and well. The question to ask yourselves and your staff is: ‘How are we positioning ourselves to compete via e-mail marketing?’ While these statistics might not apply to your business model 100 percent, for many printers to remain competitive, the Internet must become an integral part of your marketing budget and approach. Put your best foot forward in 2008!”

Michael Casey is president and founder of Survey Advantage (www.surveyadvantage.com). He is an Intl. Franchise Assn. technology board member and recently became a major partner with the National Assn. of Printing Leadership, supporting its consulting and research practices. Survey Advantage's mission is to help printers improve their business performance through the delivery of cost-effective, comprehensive customer feedback systems and easy-to-digest reports.

2007 preferred communications methods

Method	Percent desiring each method
E-mail	58%
Direct mail	37%
Personal visit	13%
Phone call	10%
Statement/invoice stuffers	9%
Print ads in publications	3%
Radio	2%
TV ads	1%
Billboards	1%
Based on more than 2,500 print buyer opinions.

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