Enfocus distributors order marketing material online and à la carte

Enfocus sells software for the graphic sector through an international distribution and retail network. A 3Plus web-to-print application allows distributors and resellers to personalise their marketing material online and order it in one of the six available languages, even in small quantities. Besides, it is quick, efficient and flexible. The material is always up-to-date and in line with the Enfocus house style.

“Our distributors and resellers constantly need marketing material, such as product sheets, brochures and leaflets”, says Sukerti Van Schoorisse, Enfocus marketing manager. “They use those marketing prints at fairs, for example, for customer visits or during seminars. The material has to be regularly adjusted because updates of our software products are released every year. Distributors may also need to make changes, such as their logo or contact details.”

A stock of brochures used to be available at the Enfocus head office, but only in English. “It was too expensive to keep a complete stock available in six languages. The quantity is too small and due to the continuous changes we would be stuck with lots of unused copies”, says Sukerti Van Schoorisse. “In many European countries English brochures are not really of much use because the customers do not master the English language well enough. That is why the marketing material was available in six languages through a partner site, where the distributors could download printable brochures. However, this would not always be done. Distributors or resellers would sometimes make their own leaflets which were not in line with our house style.”

Digital printing on demand in small quantities

Enfocus has worked with 3Plus for years for the delivery of digital prints. 3Plus can print on demand in small quantities and, about two years ago, a web-to-print application tailored to the needs of every customer was set up. That is why they were able to help Enfocus in printing small quantities on demand of distributors and spread them worldwide. First all the needs were listed and the existing situation was outlined. Then, 3Plus developed the IT side of the matter.

Since October 2009 distributors can order up-to-date marketing material through a web-to-print application. A preview is displayed first and when it is ok an e-mail is automatically sent to a marketing manager who only has to approve the order. The order will then automatically be confirmed to the person who placed the order specifying the expected delivery term. The material is printed digitally at 3Plus and is shipped to the distributor by means of a postal service.

Time gained for everyone

“The internet application allows us to distribute our marketing material more efficiently and more quickly”, says Sukerti Van Schoorisse. “The users – for now, 45 distributors and, later, 100 European resellers – do no longer have to exchange e-mails with the account managers, who then had to communicate with the marketing managers. Therefore we are all gaining time. And, the order is delivered after one week. The distributors and resellers have their own user name and password which they can use to retrieve and change their business details, upload their company logo, order materials and personalise leaflets à la carte with their own logo and address details at any time. A nice business card which helps them to commercialise our products, and therefore stimulates sales.”

As soon as a software update is available, Enfocus updates the files of the leaflets, product data sheets and brochures are, making sure that the most recent version is printed at all times. Enfocus can inform distributors about the update by means of an e-mailing. Distributors, on the other hand, can order an additional amount of up-to-date material when, for instance, they are taking part in a fair and have it delivered there. Distributors can order the material they need, while Enfocus still maintains a good overview of who is ordering what. It is even possible to measure the level of activity per distributor, per country or per fair.

Enthusiastic users

All different users are already enthusiastic about the new working method. “We presented the application to our distributors during an event”, Sukerti Van Schoorisse tells us. “The personalisation options immediately won them over. On our side, the account managers are happy because they are no longer losing time ordering material, while the marketing managers are happy that they only have to approve the orders. The communication between the person placing the order and 3Plus goes through the web-to-print application. This makes everything a lot more efficient than before. Besides, all the marketing material is now printed containing the most recent information, in the same house style and with the same company colours. This is important for the image of our business and for the recognisability of the products.”