Multi-Channel: Get it? Get it!

July 2, 2014

“I find the great thing in this world is not so much where we stand, as in what direction we are moving: To reach the port of heaven, we must sail sometimes with the wind and sometimes against it, but we must sail, and not drift, nor lie at anchor” Oliver Wendel Holmes

Gaining new ground is different in each print services shop. How do you define your port of heaven?  The port of heaven is the next level of accomplishment and contribution to your organization.  Each of us must gain ground.  A ship at rest will slowly sink into the abyss.  Sometimes that is how we feel inside of our organizations.  Do you sometimes feel you are sinking? It is our challenge to change our feelings and our situation and make something new happen.  StarburstYou don't need to print on candy like this picture, but you sure need to increase channels of print and electronic media.

Statistics and Trends

Statistics can be made to demonstrate a good case for many actions.  As you look to build your shop and increase contribution, study multi-channel.  Where are the trends.  Which way is the wind blowing?  Ride a prevailing wind to a good solution for your customers.  Customers are going elsewhere.  Multi-channel is one product that will cause your team to gain ground in multiple areas.  Quit asking questions and get moving.

Voice of Customer

Here are five “voice of customer” situations that push you to a multi-channel offering.  If these or something like them is familiar, you must move quickly.  Get in front of your customers' needs.

            Customers are looking for new solutions, but not with you.

            There have been no significant changes in your offerings in the last year.

            Efforts at promoting variable print are falling on deaf ears.

            New customers?  What is that?

            An excited C level asked you what you know about using email or purls.


Increase capability and capacity to meet future needs.  Today’s needs are handled by yesterday’s progress.  A decision for multi-channel means a review of your team and tools. 

Shore up points of need.  Grow in the technical acumens needed for the expanding print and messaging world.  Launch this positive thrust to quicken expansion and condition for more changes coming in print and other media expressions.

So now you have made the decision.  You’ve looked at statistics and trends, listened to the voice of customer, and decided you team needs a little KITA.  Message delivery RIGHT NOW includes decreasing print, increasing online methods, and most time multiple methods.  More touch equals more response.  More personalization equals more response.  More variables for segmentation mean more response.  You can’t get there unless you start.  Multi-channel will engage your team on all levels with print, email, landing page, direct mail, brochures, banners and posters.  Multi-channel will get you talking to the right people in your customer organization that are driving the direction of print usage in the future.


It is time for you to consider multi-channel support seriously.  It is not as easy as some make it to be.  Neither is it as hard as it looks.  You can apply yourself and your team to move forward.  Stay with me over the next few weeks and get the basics.

This article focuses on Be Focused and Be Responsible and Thrive sides of the operational pyramid.  

Let’s talk: Phil Larson or Shepherd Consulting OK

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