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Starting a production inkjet customer relationship with discounts trains customers to expect it. You’re signaling that your expertise, speed, and superior print capabilities come cheap, and reversing that expectation can take months or even years. Offer rock-bottom pricing on a first print run? Now they expect that rate forever. Make an exception “just this once”? It becomes the new normal. Think they’ll appreciate your quality and happily pay more next time? Not likely. They’re more likely to shop around for the next lowest bidder. Have you engaged in so-called “foot in the door” pricing—offering discounted pricing to entice a prospect to leave their current print service partner and give you a shot? You tell yourself you’ll raise prices later, once they’re hooked on your quality, turnaround, and service. But let’s be honest: it’s like adopting a puppy and saying, “Sure, it’s fine if you pee on the carpet now. I’ll teach you to go outside later, once we’ve bonded.” Spoiler alert: …

Get an update on thINK Ahead — plus, learn about AI use in our industry, get tips for value selling against RFPs, and make sure you are registered for the next thINK Academy workshop! All in our April E-Newsletter. …

BFC, a leading provider of e-commerce solutions and marketing automation, is celebrating its 50th year in business with continued growth and investment in cutting-edge technology. To further enhance its service offerings and meet the evolving needs of its diverse clientele, BFC has recently expanded its capabilities with the acquisition of a second Canon varioPRINT iX3200 sheetfed inkjet press. This investment underscores BFC's commitment to delivering exceptional quality, efficiency, and customized solutions for its clients. The Canon varioPRINT iX was selected after a thorough evaluation of various digital equipment options. Key factors in the decision included: Superior Color Quality and Consistency: The Canon varioPRINT iX 3200 delivers predictable and consistent color, which is critical for clients with stringent color requirements. Enhanced Efficiency: The press streamlines workflows, enabling faster turnarounds and cost-effective production by consolidating processes that …

Do you ever wonder if you might not be getting the full picture of something? It could be regarding your production floor data, customer satisfaction surveys, or perhaps the sources for images that a client wants to use, which were generated using artificial intelligence (AI). A military study from World War II provides some surprising insight into what you might be missing. Survival Bias Take a look at this image of a two-engine World War II bomber (it’s a Lockheed PV-1 Ventura for you aviation nerds). The red dots indicate where returning bombers had been hit by enemy gunfire. Does anything stand out? You might notice that the engines and the cockpit are untouched, and that most of the damage is to the wings and the tail. Figure 1: Damage Pattern on a World War II Bomber   This image (well, actually a hypothetical reproduction of the damage pattern) comes from a World War II-era, US Air Force study that tracked the damage done to returning bombers. The study identified all of the …

If there’s one question companies ask my team quite frequently, it’s  how can I improve my website ? That’s a pretty broad question, especially when you consider the variety of things a website can or  should  do.  Think of your website as your digital front door — it's the entry way into your brand home and a critical first impression for customers, many of whom place great importance on the overall user experience when deciding whether to buy from or partner with a brand.  While there are a number of ways for marketers to help increase the quality and user experience (UX) of a website, one key way is optimizing your website for lead generation — this means making it easier and faster for website visitors at any stage of the buyer’s journey to convert on an offer, whatever that offer may be.  Whether building a whole new website or refreshing an existing one, here are some questions my team asks marketers to help optimize a website for lead generation in order to demonstrate …