First, a disclaimer: we are working on a new service soon to be published under the name "Answers." This article is not about our new service but will show you why we believe we all need more and better answers!
The world is changing, not only because of the pandemic but also because of how we get information about business, trends, people, and technology. Before the internet, we relied on visits from representatives, brochures, white papers, trade media, tradeshows, etc. With the pandemic, it became evident that business must go on, and webinars, zooms, and new means pushed to a trend already in progress.
Yesterday I spoke with Marketing Manager Francois Martín from BOBST, and as he said - the entire buying process has changed. PSPs and converters don't visit tradeshows to decide on what to buy. At best, tradeshows were used to confirm an already decided acquisition - and, of course, it can't be any different. We can look at ourselves - we don't go to a car tradeshow to pick a car. We might go there for inspiration and fun, and when we go to the car dealer, we have already researched and short-listed the vehicles we want to try before swinging the credit card!
However, PSPs still need to know about the technology itself, and we know that with conversion rates in the lower one digit, many are left in some kind of vacuum.
In sales- and marketing, we refer to lead generation or funnels. The issue, however, is that significant investments have a long decision time, and therefore many companies look at marketing quite short-sighted.
Many often refer to 'the low hanging fruits,' and as appealing this is (and easier), it dramatically decreases the potential, in my opinion!
So what makes PSPs reluctant to invest? There is no single answer to this since. It can be everything from understanding the technology, the market, the business models, the financing, the applications - quite a mouthful to digest, and with fewer tradeshows, where you could browse at your own pace, with trade media, that rarely review technology. A hectic day at work webinars and online live events are probably not so attractive!
We have for some time been developing a new solution we call 'Answers," and we are ancient to show you what it is - but imagine the following:
We identify the ten most essential obstacles you experience in your decision to move from being curious to see a business opportunity! Now, INKISH develops content addressing these questions from vendors, PSPs, and industry specialists. We will even offer one-on-one sessions relating to the overall topics, and 'Answers' will have its own editor/specialist.
See this as a learning platform where PSPs for free can consult with industry specialists, learn about the things identified as an obstacle, and, of course, give you the information needed to progress in future investments more enlightened.
'Answers' is part of our 'Learn With Us,' and we are sure you will find this exciting and educating. We are planning webinars in 2022 also, and I can tell that the six topics we are planning are Workflow/Automation, Sales & Marketing, Web-to-Print, Financing, Inkjet, and Pricing. Topics we believe many people would be interested in.
'Learn With Us' is 100% free for both attendees and vendors speaking. We will continue inviting specialists as speakers who we pay to share their knowledge and insights. We also don't share any names/emails/company names with any.
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