Frank Romano Conducts Free Digital Print Webinar

WhatTheyThink.com, Lexington, Ky.—a news and analysis site for the printing and publishing industry—announced that Frank Romano, professor emeritus, School of Print Media, Rochester Institute of Technology (RIT), will conduct a free educational webinar entitled “Selling and Marketing Digital Printing to Ad Agencies.” Scheduled for Tuesday, Feb. 27, from 2:00 to 3:00 EST, the session will help print service providers with digital color printing capabilities target ad agencies with business-to-business clients.

Registration for this no-charge webinar is available at Web page http://members.whattheythink.com/home/webinarregistrationform.cfm.

“Ad agencies influence over $102 billion in print buying in the United States,” said Romano. “Eighty percent of creative agencies are involved in print buying decisions, and almost all of them play either a primary role or collaborative role in campaign development and direction.”

A study by RIT found that creative agencies play a critical role in the printing industry eco-system. The survey of 250 agencies revealed creative agencies, particularly the production managers within those agencies, are involved in print buying decisions and account for an average purchase of $1.5 million annually, and a median of $400,000.

“It is well known that digital color printing’s short-runs and personalization capabilities improve targeting, response rates, and overall effectiveness of integrated communications programs,” said Randy Davidson, president, WhatTheyThink. “Printers who can support these programs and help agencies use new media to better track performance against their clients’ goals will have an advantage in landing agency business. We are pleased to be able to bring this ‘how-to’ session to industry executives.”

Said Romano, “The ability to support integrated marketing campaigns, and demonstrating effective return on marketing investment, are important criteria in ad agency printer selection. During [the] session, you will ... learn how to set expectations with samples that show your printing capabilities. Demonstrating quality is vital because quality and dependability are often more critical than price when ad agencies are selecting a print partner.”