Aaron Tavakoli, Product Marketing, EFI
Situated in the UK, Wirralco is an independent family-owned printing company that serves trade customers only. Founded in 1988 to print continuous computer stationery, the company now offers a full range of off set litho, sheetfed and wide-format digital print and finishing services to its trade clients.
“We know that our growth depends on our customers’ growth so we take a very proactive approach and try to help our customers market their businesses by offering cross-media as a service. Many of them don’t have the budget, time or energy to do it themselves. It doesn’t have to be expensive; we always offer them the artwork from our own campaigns to re-brand and use,” says production director Lesley Graham.
Because the customer will already have seen what a cross-media campaign looks like, it’s a much easier sell. Graham says the typical response is “’Oh, is that what cross-media is?’ The marketing emails we all get make it seem complex but it’s not rocket science. And it brings in print — even basic cross-media should have a print component.”
The response from Wirralco’s customers to the packaged cross-media promotions has been very enthusiastic, to the point that they phone up asking when the next one is coming — and sometimes it will be delayed while Wirralco deals with the volume of work generated by the previous one. In the first financial year in which cross-media was used, the company saw a 12 per cent uplift in business, compared to zero growth the year before.