In the cross-media world, measuring is key; QuantumDigital was able to track how well its campaign did with precise data. Once you’re involved with cross-media marketing, you’re going to need to know how you are going to track and measure the process, how you are going to analyze the results, and how you are going to report your ROI to your customer, reports Dr. Leininger.

Think about how you are going to position your firm—you were a printer, now you’re something else. Many of the leaders in offering cross-media marketing services rebranded their firms, either by dropping print from their name, keeping print and adding other descriptors, or creating a spin-off company.

And with good reason.

“What we hear over and over, in our ongoing research and consulting in this area, from firms that have made the transition is that ‘If you smell like a printer, marketers will run,’” notes Cross. “Firms tell us that when marketers (the buyer of these types of services ) hear the word print they are either sent to purchasing or told they are skeptical about a printer’s ability to service their cross-media marketing needs.”

Another critical element, says Dr. John Leininger, is to think like a customer, making sure you understand their business. Foley urges printers to “start living in the world that your customers do; subscribe to marketing magazines and newsletters and attend marketing-focused webinars, conferences, and trade shows. This will help you to be better equipped for understanding your customer’s challenges beyond the production of a printed piece,” he says.

Follow the Leaders

Look to the leaders offering cross-media marketing services and equipment vendors, Many firms that offer cross-media marketing services participate in Webinars on the topic and post case studies on their Websites documenting client projects. You can learn from what others are doing. Also, many vendors of digital printing equipment offer their customers business development programs to drive growth and page volume. These programs included a track on cross-media marketing.

“What we found in our research is that becoming a cross-media marketing services provider is an evolution, not a revolution,” says Cross. “Successful providers started with variable data and Web storefronts, basic data services, online offerings, and personalized URL capability. The next phase expands capabilities into more extensive campaign management, data mining and analytics, CRM, mobile barcode tracking, and marketing automation. Finally, adding mobile is the next stage in the evolution.”

Most importantly, remember that success doesn’t happen overnight. “Be patient,” says Cross. “The firms that we interview are quick to point out that success is the result of trial and error. Many print service providers add new services and think they have found  ‘magic dust’ and everyone will buy it. But there isn’t any magic dust.”

Start small, do your research, get your technology and staff up to speed, reposition your company, and keep your eyes on the prize.