How much does your company spend on marketing? According to Gartner research, marketing budgets in the United States and the UK rose to 12 percent of company revenue at the end of last year. In fact, spending on marketing has increased steadily over the past three years. And for many business owners, statistics like these make for alarming reading.
Although digital marketing efforts are gaining momentum, many professionals are aware that traditional, non-digital marketing materials remain highly effective. Indeed, experts claim that 79 percent of customers respond immediately to direct mail, as opposed to just 45 percent of email recipients.
So for retail companies who rely on printing to spearhead their marketing efforts, the challenge is on to keep marketing spending under control. But would it not be better to go one better – and actually reduce your marketing overheads when all your competitors are spending more?
This is precisely what Samsung partner Massinelli did for its client, a large office supply chain. The latter had been preparing print marketing materials at its headquarters and distributing these by mail, finding the process both costly and time-consuming.
Simone Massinelli, Sales and Marketing Director at Massinelli, explains, “The client was printing over 270,000 pages, seven times a year, and sending all these materials to stores on an individual basis. They would take two weeks to arrive – the whole process was slow and very cumbersome.”
Massinelli realized that the challenge was to develop an app that could help save marketing resources and streamline the client’s process. Massinelli therefore proposed a solution in the form of a new marketing tool – a specially developed app for Samsung’s Smart UX ecosystem.
Massinelli’s software solution, called Easy2Share App, was made using Samsung’s Software Development Kit (SDK). This app was then made available for download on 83 Samsung MultiXpress devices in the client’s stores across Italy.
Off to a Flyer
The Easy2Share App now allows the client’s staff to upload, download and print latest marketing materials in real-time. And that means central office-based marketing staff can now distribute new materials to the client’s outlets in the blink of an eye.
Store managers have found the app a major boon. In the past, they say, headquarters often sent too many brochures or promotional flyers, or too few, meaning many materials simply went to waste. With the Easy2Share App, however, each individual shop simply prints as many materials as its need, when it needs them.
Outlet staff can also provide real-time feedback on materials before they are printed, requesting changes that – if implemented by HQ staff – can be altered instantly.
So successful was the app that the client says it has cut printing costs by a whopping 50 percent, and has completely eliminated delivery times for marketing materials. Massinelli and its client are now set to take their collaboration to the next step – offering Samsung MX4 and Easy2Share App to all of the client’s stores a way to streamline.
And because these printers are equipped with Samsung’s intuitive Smart UX Center touchscreen interface, staff need very little training to operate these devices, or the Easy2Share App.
Software solutions are starting to transform the way marketers work. And with Samsung’s SDK, the sky is the limit for partners, developers and end-users.
Being able to customize your printers so they can do precisely what you need them to do could potentially save your company a considerable amount of money. And when your rivals are spending more every year on their marketing efforts, the freedom to get creative with software solutions helps you stay one (very crucial) step ahead.
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