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In its simplest terms, vertical marketing means tailoring an organization’s sales, products, and marketing efforts to a specific industry. This specialization allows you to focus your marketing efforts and production resources so that they can have the greatest impact. Targeting vertical markets is an important strategy for driving sales and efficiently using resources. In fact, as highlighted in the Keypoint Intelligence - InfoTrends’ study, Winning in an Evolving Print Market, 63% of Print Service Providers (PSPs) demonstrating high growth have a vertical market focus.
The thINK board recently met in Boca Raton, Florida, and this particular quarterly meeting was an eventful one. First, we began planning for thINK 2019. We discussed this year’s event, reviewed all the feedback we received from attendees, and came up with ideas to make thINK even better next year. Plus, we settled on dates! Mark your calendars: the next thINK event will be September 16-18, 2019.
ICYMI (In Case You Missed It!) a few weeks ago the United States Postal Service finally established its Board of Governors and then announced the Postal Discount Programs available throughout 2019. This year the USPS Board of Governors created six new promotions that bring the promise of great postal savings options, but there is a tougher requirement for planning and execution this time around. Mailers will need to read and understand the requirements to ensure their clients get the best results.
In the course of day-to-day business practices, procurement’s growing influence has made request for proposal (RFP) engagements a fact of life. Procurement representatives are intent on using RFPs to standardize providers’ proposals, so they can better compare bidder prices. Unfortunately, procurement departments often have a limited perspective on the intricacies of creating, managing, and delivering transactional communications as well as a desire to keep prospective vendors at arm’s length from internal business owners.
Chuck Werninger is Senior Manager of IT Administrative Services at Houston Independent School District. You might be familiar with Chuck as he was a speaker on the "Investing in Inkjet" panel at this year's Inkjet 101 — or perhaps you know him from his active contribution to several other industry publications and events. It’s safe to say that wherever people are talking about the future of print, Chuck is sure to be part of the conversation.