Since the past few years, Web-to-Print industry has grown by leaps and bounds along with e-commerce and internet. Even the most intricate web-to-print projects can be executed by the high end tools available in the market. Although the quality of production is important, what matters is the process undertaken to accomplish it. There are times when these projects fail miserably. And it is important to know why. In this blog we will talk about some of the most common reasons why web-to-print projects fail.
Getting too techie
If you are one of the people who think web-to-print is all about technology, then you might be wrong. It is actually a concept of marketing that happens to consider technology. So for executing web-to-print projects, your sales team doesn’t need to have the knowhow about the mechanics of printers. The sales team is supposed to listen to the idea of customers and help turn them into reality. Having too much of knowledge about the technicalities and sharing them with the customers will end up confusing them. And they are only interested in how the idea is executed. So refrain from sharing too much. This is why we provide a complete web-to-print storefront solution, where you don’t have to bother about any of the technology aspects allowing you to focus only on your operations and marketing.
Investing just for the sake of it
When you invest into certain technology, what’s your thought process behind it? What are your goals? It is better to know the answers to these questions before investing your money into a web-to-print software. Several ecommerce or printing businesses invest in web-to-print just because it is trending and they feel the peer pressure. At first, they find the product which gives them better value and best functionality. Thereafter, they assign the web-to-print tasks to the most technical person of their team and forget the rest. Now this is where the problem starts. If you are an entrepreneur in true sense, involve yourself in the entire production cycle and avoid delegating the tasks entirely to the technical staff. Once you become a part of every project, you will gain creative insights and will know how to deal with clients that have similar demands.
Lack of sales involvement
As mentioned earlier, we tend to think that all that is needed to execute the web-to-print projects is a genius technical team. But that is far from the truth. Involvement of your sales team is of utmost importance as they are a major medium of connection and communication with your customers. You must ensure that the sales team is involved in the process from the beginning to avoid confusions at a later stage. The team should also have an idea as to what the customer expects out of the product, design a marketing program, and decide on the team that will work on the project. And it is a very important process which mustn’t be overlooked because once the printing cycle begins, it is difficult to break. Pre-defined features, rightly designed product and a perfect marketing plan is what is needed to execute the project.
Not engaging your customers
Giving no thought to customer engagement is also one of the major reasons why these projects fail. If you offer web to print solutions, you need to come up with a communication plan for connecting with your customers. It’s better not to assume that they are aware of your products and services and do nothing about it. You must go that extra mile and involve creative communities, conduct printing workshops, provide sales collateral and advertise yourself well. By doing so, you will get better prospects and people who are interested in customizable products.
If you want to make web-to-print technology a part of your business, keep away from the above mentioned mistakes and make sure your software has all the necessary qualities. Research about the right workflow, involve the sales team and offer your customers the best way to get their custom designs printed.