In this episode of Printing’s Alive, Warren Werbitt delves into the world of marketing in the printing industry with Gee Ranasinha, CEO of Kexino. They explore the significance of trade shows like Drupa for networking and financial justification, and debunk common misconceptions about marketing in the print world. The conversation highlights the importance of strategic marketing, standing out, and avoiding budget pitfalls. Gee shares insights on transitioning from equipment-based selling to strategic marketing, emphasizing the power of storytelling and personal relationships. They discuss differentiation, trust-building, and the necessity of understanding customer profiles. The episode wraps up with practical business improvement steps and a proposal for future discussions.

(0:00) Introduction and guest’s background in the printing industry
(6:14) Trade shows like Drupa: Value, networking, and financial justification
(14:14) Debunking marketing misconceptions in the printing industry
(18:20) Strategic marketing and the challenge of standing out
(30:09) Networking with marketing professionals and budget pitfalls
(32:13) Historical marketing perspectives and strategy development
(36:02) The dangers of lacking strategic focus and aligning tactics
(40:03) Transitioning from equipment-based selling to strategic marketing
(43:28) Understanding sales vs. marketing roles and the power of storytelling
(51:00) Creating durable memory structures and balancing marketing types
(56:19) Competing beyond price and the role of personal relationships
(59:07) Personal marketing effectiveness anecdotes and strategy necessity
(1:01:28) Differentiation and trust-building in a crowded market
(1:03:08) Identifying customer profiles and establishing differentiation
(1:07:19) Practical business improvement steps and external assistance value
(1:09:15) Final thoughts on marketing, differentiation, and proposal for future discussions
(1:11:41) Closing remarks and key takeaways