| A recent research study for a leading supplier in the field of printing has confirmed that the multi media effect is still as relevant today as it has always been.
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| When buying new equipment most businesses undertake extensive research before they commit to their investment. Whilst each individual within a business may have a particular preference as to how they make their decision, all will utilise a range of communication channels before they decide to buy.
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| In the area of large format printers, the power of the manufacturer’s website and the knowledge of the reseller work hand in hand to determine the sale. Business people are individuals however, and whilst some will undertake the research via the web, comparing features and the technical specifications of printer models only to then confirm their knowledge with the reseller, others are equally likely to take the opposite approach, asking resellers their opinions and recommendations and then reinforcing this with information via the manufacturer’s website. Nearly all will use both communication forms before reaching their decision to buy.
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| Email as a form of promoting your products plays an important part in acting as the catalyst for further investigation, and tends to play an increasingly vital role where it reaches the end decision maker. It is thus a useful communication tool for small businesses and IT professionals responsible for advising on products and services. Sending your communication via email appears to elicit better recall of the message with increased knowledge of product features compared with other advertising medium.
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The message from this research is that if you provide product information on your websites, ensure you provide all the relevant technical details, likewise ensure that your resellers are fully aware of your products and services, they are a knowledgeable resource and are often the conduit who make the purchase easy and seamless for the business buyer.
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