Re: Effect of Web on demand for print Re: Effect of Web on demand for print> Does anyone have any statistics on what sort of effect installing
> a Web site has on the demand for print collaterals? My current
> assumption is that demand will diminish, but ...?
I have no statistics, but a pretty strong gut reaction. In the near term, I
doubt there will be a reduction in the need for printed collateral.
Let's assume a potential customer has Web access. He visits your site, looks
around, downloads some specs, order and contact information. He is impressed
enough to make a buying recommendation. What's he going to show his boss to
back up that recommendation?
Given a choice between ascii text and a 6-color brochure, I'd go with the
brochure. He could, of course, format the text or incorporate it into a
glowing report, but that would take time and effort. How many customers want
to give you that much time?
My instincts tell me that the customer, personally convinced that your
product is the one to buy, will request a brochure. Demand for collateral
will increase. (Of course, he might convince the boss to cruise your Web site
instead. Too bad she doesn't have a SLIP account...)
When 100% of your prospects have Web access, you can begin to think about
doing away with printed materials. In the short term, I suggest that you
leverage the information and visual images across three media: Web, printed
collateral and fully-formatted fax documents.
> Also, will salespeople embrace the idea of pointing prospects at
> the Web server instead of sending them printed material? Or does
> this feel to them like they are losing involvement?
In a way, a Web site gives sales people a real advantage. They can demo the
site for the client -- instead of losing involvement, they get to make one or
more "non-selling (relationship building) sales calls." But they will still
need something to leave behind.
> We're looking at a very technically-savvy audience, BTW.
Interesting questions.
Ken Sethney
The Sethney Group
marketing communications
rkenneth@aol.com