EVER HEARD OF ……M4D !
EVER HEARD OF ……M4D !
2005-10-07 at 11:18:00 am #13038
OCT 2005 — M4D. At first I thought it was promotion for a new Hummer or some other over-bloated SUV.
Between computer industry acronyms and the ever-morphing “language” of
Instant Messaging, we’ve long since run out of letters and numbers that
are at all unique. So the string of pre-show emails about M4D could
have been just about anything. But since they emanated from Helene
Smith PR, an agency focusing on the print industry, I figured it might
be something ought to check out. So I did something unusual at PRINT 05
and went to the news conference. I find these events are often a waste
of perfectly good meeting room space, but this one was more than
M4D is a unique and extensive research initiative from PIA/GATF’s
Digital Print Council intended to give digital and conventional
printers the knowledge they need to identify opportunities and
successfully market and sell digital print services into 24 specific
market segments. It is sponsored by several industry leading firms
including Adobe, Canon, HP, Kodak and Xerox, along with a 22-member
industry steering committee. In addition, Frank Romano has taken on the
role of chief researcher and editor, joined by grad students from Cal
Poly, Clemson and RIT.
For each market area, M4D is conducting studies to gather the info
printers need to understand the needs of the 24 vertical markets and
help their print sales staffs “speak the language” of prospects and
customers. The studies will provide a market overview and describe key
applications, trends and opportunities. It will list organizations by
size and location, describe their printing needs, and provide details
on how to successfully market to companies in each segment.
The first set of 8 M4D reports will be released at the PIA/GATF
Variable Data Printing conference in Phoenix, November 6-9. Each
package of 8 reports will be priced at $199 for PIA/GATF members and
$500 for non-members. For more information email M4D@piagatf.org
.Digital Print Council members will receive the entire set of 24
reports at no charge as part of their annual membership fee. Well worth
the $295 if you ask me.
This is one of the most important investments a print provider can make in the future of their business.
My take is that this is one of the most important investments a print
provider can make in the future of their business. Business success
hinges on knowing your markets and the companies in them–how they
think, how they work, how they buy goods and services. Even the best
sales tiger can’t possibly go out and find all the necessary
information and assemble it in a cohesive and actionable manner. That’s
what M4D will be doing, starting in just a few weeks. What a tool to
take into a new year!