Kodak - 6/2/2006
Kodak’s Jeff Jacobson Says Print Remains an Essential and Irreplaceable
Rochester, N.Y., June 2 - Increasingly fierce competition for brand recognition and market share among consumer
and business to business companies makes communication with customers more important than ever. In this
dynamic environment, print continues as an essential part of the marketing and communications mix, and printers
by continuously evolving their services have exciting opportunities for growth and profitability.
Jeff Jacobson, Chief Operating Officer, Kodak’s Graphic Communications Group, and Vice President, Eastman
Kodak Company, delivered that message at last week’s 2006 Web Offset Association 54th Annual Conference.
His remarks reinforced the inherent strengths of print, and cited statistics and campaigns that demonstrate the
power of print as a medium for effective branding, lead generation and customer relationship management.
"There is no sign of anything, anywhere that could replace print and what it does. Like every market segment,
the print industry is changing and evolving," said Jacobson. "Print, a 500 year old industry, remains as relevant
and important as ever because of its longevity, adaptability, mobility and acceptability."
Jacobson offered insights about ways web printers can help customers optimize the effectiveness of their
communications materials, such as creating different versions of catalogs based on demographic criteria or
tailoring direct mail pieces to each recipient through variable data printing. He pointed out that studies show
a significant majority of direct mail recipients prefer personalized communications.
"This is a huge opportunity for us if we look at how we can bring additional value to customers who once upon
a time just came to us for ink on paper," noted Jacobson. "If the conversation is about how marketers can get
a bigger return on investment, we’re no longer talking about cost per piece. We’re talking about performance
and print performs."
Jacobson emphasized the importance of understanding the needs of customers and encouraged printers to
think of themselves as communications consultants.
"The better you understand your customers and your market, the better you’ll understand their decision points,"
said Jacobson. "Be part of the decision, and you and your customers will find ways to prosper together."