You know you have a new solution to offer; the challenge is your clients do not recognize a problem that needs fixing. The mission: Make them understand its advantages. Get your target brand to want to be the first to use it! For the purposes of this article, "it" is that bright, shiny, new piece of printing technology. As a designer and design strategist, much of the media I work with is packaging, and my clients are typically marketing leaders and managers for big brands stocked in retail outlets. In recent years, I have become convinced of the benefits of digital print in delivering a more creative and agile approach to how marketers use the media of packaging, so I have worked with HP, creatively experimenting with digital print capability and talking to the group of print suppliers and the brands that use it. Getting busy people on board to try something new can be hard work. These are not entrepreneurs, they are business professionals trying to meet their targets efficiently and effectively. They are not prone to moving away from tried and tested approaches. It's not an easy sell.
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