Disrupting the Print Management Industry
“Disruptive innovations: are ones that initially target a market niche, typically one being neglected by incumbents.”
At MRM, we like to think of ourselves as having a disruptive innovation with our Brand Creator software.
We have targeted a specific niche (alcoholic drinks trade marketing) with a technology solution that meets a customer need which isn’t being addressed by the incumbent suppliers.
On several occasions in the last 12 months, clients have come to us looking for assistance when they have been let down by their print management companies. Each time, the reason has been the same.
Their incumbent print management company promised them software that could meet all their marketing and creative needs but fell spectacularly short when it met came to going live with users.
Instead of building software that actually meets the customer’s requirements the print management company instead adapt an existing and often ancient piece of software that was designed for a different industry. When it finally goes live with users, it inevitably fails to work and results in frustrated users and increased administration and design costs.
It constantly amazes us how many print management companies are neglecting their customers by providing out of date software that fails to meet their needs. This happens for 4 main reasons:
- The incumbent supplier does not want to invest in new software as they are already serving the client and any additional investment will not necessarily increase sales thus creating negative returns.
- They don’t have any financial interest in providing fit for purpose marketing automation software because they can make more money from their in-house graphic designers charging for bespoke design work.
- They don’t know how to develop the appropriate software because they don’t have appropriate skills, knowledge or resources.
- They service so many different industries that their software needs to take a one size fits all approach. This makes it near impossible to cater for the unique requirements of a industry like the drinks market.
So, if your company is looking for a new supplier to manage the design and production of your marketing materials, make sure that you see, use and test their software before you part with any cash as any savings in print could be dramatically offset by the increased costs in administration and design involved with a failed software implementation.