An entry-level workshop for printers thinking of moving into cross-media has been added to the Canon Essential Business Builder Program.
The one-day workshops run on the assumption that participants have no prior marketing background or experience. They comprise sessions that cover what it means to be a marketing services provider, along with how cross-media marketing (CMM) can support existing clients and help to attract new business. Other topics will include how PSPs can promote print as an integral element of CMM, how to pitch services and how to create effective marketing messages.
Delegates will learn about different marketing channels and how they can be delivered, and have the chance to dissect and define a simple, typical CMM campaign. Finally, they will be able to take part in a practical exercise during which they will build their own CMM campaign.
Andrew Harris, graphic arts customer marketing manager, Canon Europe and UK, said: “The marketing and communications landscape is constantly evolving with social media, email marketing and applications such as QR codes and augmented reality being used to engage audiences and increase the impact of campaigns.
“This workshop is ideal for printers with a desire to better understand CMM and how it can help to generate new business, set them apart from their competitors and support their existing print service offering.
“Following the course we will also be offering ongoing mentoring for PSPs who wish to continue the journey into cross-media, ensuring that our customers have the support when they need it to make this another successful arm of their business.”