Don't Sell Print on Price

A talk by Marian Stefani and Lucy Swanston
IPIA and Natural Animal Nutrition and Nutshell Creative

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About this talk

How do you move from selling primarily on price to instead being able to engage with your customers in a meaningful way, before delivering them a highly-effective solution to their marketing challenges that adds value to their business?

In this session Lucy will explore this exact question by drawing on her extensive experience in the print and marketing industries.

A real live customer campaign will then be explored, as she talks to Marian Stefani about the work they have done together to publicise her business Natural Animal Nutrition through print and significantly increase its market share in doing so.

About the speakers:

Lucy Swanston

Since 2005, Lucy has been Managing Director of her own agency, and a stickler for doing what she does best; creating marketing solutions that:

• increase sales

• improve brand awareness

• deliver beyond expectation results

Lucy says: "I came from the incredibly versatile world of print and continue to advocate its value and potential as part of the marketing mix. I love its endless possibilities.

"There’s so many printing techniques available to marketers right now to create vibrant and powerful campaigns. Print is everywhere. It touches and informs lives in so many ways. It’s tactile, and has the power to engage all the senses and evoke emotional connections in ways that digital never can. It’s sustainable, it’s inclusive and it’s proven to be more widely trusted than digital.

"To quote the late, great graphic designer Vaughan Oliver: “If print was invented tomorrow, it would be the death of digital.” Before I co-founded Nutshell, I spent five years in the print sector and to continue to stay connected, I currently sit on the Councils for the Independent Print Industries Association (IPIA) Council and the Data & Marketing Association (DMA)."

Marian Stefani

An entrepreneur from an early age Marian started and managed a commercial print business and developed a software platform to manage workflow as the internet became part of everyday life.

She sold her interests in both the print company and software business in 2011 and after a period of consulting in the industry and founding Natural Animal Nutrition due to her love for animals, she became CEO of the IPIA in 2015

She is still passionate about print and her aim is to help what is a very traditional production led industry to promote itself as a relevant and exciting part of modern communications.

In regards to Natural Animal Nutrition, Marian says: "Natural Animal Nutrition (NAN) was developed through my own experiences of feeding raw food and a natural diet to all my dogs. When we feed chemically enhanced, biologically inappropriate food, we risk damaging the health of our pets.

"One thing led to another and with some help I decided to start my own company. Whilst we might still be a small company I’m pleased that more people are coming round to my way of thinking and hopefully in the future most pet owners will too."