Today's post comes from Bridgz Director of Production Services, Denise Maher-Gall

Last week I received an e-mail from a printer that has been calling on our company for about three years. This printer, like many others, is expanding its capabilities to do more than just ink on paper. The e-mail (which I'm assuming was blasted to all of its clients) began with the headline "Get in the Game," and then touted their new capability of Web2Print. It went on to outline why my company needs to implement this capability with our marketing programs- "Easy access to marketing materials." "Customization of printed marketing materials with brand control." "Database integration." "Real time reporting."

I already know the value of Web2Print capabilities. In fact, I'm a big advocate of this technology. My reaction to this email was, "So what? You now have the same capability as most other printers. What are you doing differently and how is this relevant to me?" I was extremely disappointed with this e-mail for a variety of reasons. First, this operational tactic is something our company already does, but only if it supports our marketing strategy. This supplier should know that about us. Second, the piece failed to mention the added value they could provide with my marketing campaigns or what separates them form other printers who have this technology. Third, the call to action was to contact my sales person who would help me learn more about Web2print. Great, a call to action! The problem? The sales rep was terminated from this company six months ago.

No matter how new the technology or how much time and money it saves to the bottom line, if companies are not communicating relevant information to their customers, the money and time saved really is time and money wasted. In this situation, I feel like our account isn't being valued, particularly since this communication clearly demonstrates they haven't updated our account with a new sales person. Also, what a lost opportunity to utilize this campaign with an introduction, then a follow up phone call regarding the e-mail, and finally a meeting for personal introductions. That would be strategic and relevant!