The End Of The Day With Ray! Talking With FujiFilm, Mark Friedman & Andrew Gunn Print United 24
Summary
TLDRIn diesem Gespräch diskutieren Fujifilms Marketing-Teammitglieder die Entwicklung der Partnerschaften im Vertriebskanal in den Vereinigten Staaten. Sie betonen die Bedeutung einer sorgfältigen Auswahl von Partnern, um das Wachstum zu managen und gleichzeitig die Qualität der Kundenbeziehungen zu gewährleisten. Die Teilnehmer sprechen über die Herausforderungen und Möglichkeiten des Marktes, die Notwendigkeit, den Kunden nahe zu sein, und die Bedeutung des richtigen Marketings und der Schulung für erfolgreiche Partnerschaften.
Takeaways
- 🌟 Fujifilm ist bestrebt, ihre Präsenz in den Vereinigten Staaten durch den Aufbau eines Kanalpartnerschaftsnetzwerks zu verstärken.
- 🔍 Die Auswahl von Kanalpartnern erfolgt sorgfältig, um eine erfolgreiche und profitable Zusammenarbeit zu gewährleisten.
- 📈 Fujifilm betont die Bedeutung einer langsamen und methodischen Erweiterung des Vertriebsnetzwerks, um Fehler zu vermeiden.
- 💡 Es gibt eine Betonung auf die Unterstützung von Händlern durch Schulungen, Marketing und Abrechnungshilfe.
- 📊 Die Firma富士film bietet eine breite Palette von Produkten, von B2-Druck bis hin zu Inkjet-Technologien, um den Bedürfnissen verschiedener Kunden gerecht zu werden.
- 🤝 Fujifilm sieht die Notwendigkeit, den Kunden so nah wie möglich zu kommen und will daher seinen Händlerkanal erweitern.
- 💼 Die Firma富士film legt Wert darauf, ein vertrauensvoller Partner zu sein und nicht eine bürokratische Belastung für ihre Händler zu schaffen.
- 📈 Es wird erwartet, dass sich Fujifilm weiterhin als profitabler Hersteller von Drucktechnologien positioniert und seine Marktpräsenz ausbaut.
- 🤔 Die Diskussion um die mögliche Zusammenarbeit mit anderen OEMs und die Bedeutung der gemeinsamen Produktentwicklung wird angesprochen.
- 📚 Fujifilm betont die Notwendigkeit, die richtigen Erzählungen und Kommunikationsstrategien für Endkunden beizubehalten, unabhängig davon, ob es sich um direkt verkaufte Produkte oder um Produkte handelt, die über Händler vertrieben werden.
Q & A
Wie ist die Zukunft von Fujifilm im Vertriebskanal in den Vereinigten Staaten?
-Fujifilm ist sehr optimistisch und plant, den Vertriebskanal langsam und methodisch auszubauen, um sicherzustellen, dass es keine Fehler macht. Sie suchen nach den richtigen Partnern, um den Kunden optimal zu dienen.
Was ist das Ziel von Fujifilm, wenn es um die Zusammenarbeit mit Händlern geht?
-Das Ziel von Fujifilm ist es, ein vertrauensvoller Partner zu sein, der es Händlern ermöglicht, ihr Geschäft effizient zu betreiben, während sie die richtigen Marketingkampagnen und Kommunikationsstrategien anwenden.
Wie sieht die Auswahl und das Onboarding neuer Händler aus, die Fujifilm vertreten möchten?
-Fujifilm hat ein umfangreiches Auswahlverfahren, um sicherzustellen, dass die neuen Händler den Wertvorteil und die Geschichte von Fujifilm korrekt vermitteln können. Dies beginnt mit Schulungen, um das Verständnis der Produkte und des Wertvorsprungs zu gewährleisten.
Welche Rolle spielt die Marke Fujifilm in der Zusammenarbeit mit Händlern?
-Die Marke Fujifilm ist sehr wichtig, und die Firma legt großen Wert darauf, dass Händler die Marke korrekt darstellen und die richtigen Kommunikationspunkte und Erkenntnisse an den Kunden weitergeben.
Was ist Fujifilms Haltung gegenüber der Verwendung von Entwicklungsfonds für den Vertriebskanal?
-Fujifilm ist bereit, Geld in Marketingkampagnen und Unterstützung für Händler zu investieren, aber es wird sichergestellt, dass diese Investitionen sinnvoll und zielgerichtet sind, um eine erfolgreiche und profitable Partnerschaft zu gewährleisten.
Wie beabsichtigt Fujifilm, den Markt in den Vereinigten Staaten zu erweitern?
-Fujifilm will den Markt in den Vereinigten Staaten erweitern, indem es seinen Vertriebskanal ausbaut und sicherstellt, dass es Zugang zu allen möglichen Kundensegmenten hat, um den Bedürfnissen der Kunden gerecht zu werden.
Welche Bedeutung haben nationale Großkunden und globale Konten für Fujifilm in den Vereinigten Staaten?
-Nationale Großkunden und globale Konten sind wichtig für Fujifilm, aber die Firma ist sich bewusst, dass es wichtig ist, diese Kunden in einer Weise zu bedienen, die für sie am besten ist, sei es direkt oder durch Partner.
Wie sieht die Position von Fujifilm hinsichtlich der Zusammenarbeit mit OEMs und der Eigenproduktion aus?
-Fujifilm ist bestrebt, sowohl ein starker Hersteller als auch ein kommerzieller Marktakteur zu bleiben. Es ist entschlossen, seinen Fokus auf die Bedürfnisse des Marktes zu behalten, unabhängig von seiner Rolle als Hersteller.
Welche Erfolge hat Fujifilm bereits mit neuen Händlern in seinem Portfolio erzielt?
-Fujifilm hat seinen ersten Händler Marco erfolgreich integriert, was als Katalysator für die weitere Ausweitung des Vertriebskanals angesehen wird.
Wie beurteilt Fujifilm die Herausforderungen und Chancen im Drucksektor in den Vereinigten Staaten?
-Fujifilm sieht viele Chancen im Drucksektor, insbesondere durch die Veränderungen im Markt, die es ermöglichen, Kunden in verschiedenen Segmenten besser zu bedienen. Es ist jedoch wichtig, auf eine ausgewogene Entwicklung und den richtigen Partnerauswahl zu achten.
Outlines
😀 Entwicklung der Fujifilm-Partnerschaften in den USA
In diesem Abschnitt wird über die Beziehung zwischen Fujifilm und seinen Händlerpartnern in den Vereinigten Staaten gesprochen. Es wird hervorgehoben, dass viele Händler an der Messe Interesse an einer Partnerschaft mit Fujifilm gezeigt haben. Fujifilm betont, dass sie ihre Kanalpartnerschaften sorgfältig ausbauen und dabei die richtigen Partner auswählen, um eine erfolgreiche und profitable Beziehung zu gewährleisten. Es wird auch erwähnt, dass Fujifilm sowohl in der Vergangenheit als auch in der Zukunft eine starke Präsenz in den USA haben wird.
😉 Fujifilm und der Handel mit verschiedenen Produktlinien
Dieser Abschnitt konzentriert sich auf die Erwartungen an Händler, die sowohl高端Produktion als auch Geschäftsdruckprodukte verkaufen sollen. Fujifilm möchte sicherstellen, dass ihre Produkte allen Kundengruppen zur Verfügung stehen, und sie sind bestrebt, die richtigen Wege zu finden, um dies zu erreichen. Es wird auch über die Rolle von National Major Accounts und Global Accounts gesprochen, und ob diese in Zukunft durch Händler oder direkt von Fujifilm bedient werden könnten. Es wird betont, dass Fujifilm weiterhin eine starke Herstellungsposition behalten und sowohl als Hersteller als auch kommerziell fokusiert auf den Markt zugehen wird.
😃 Die Zukunft von Fujifilm und die Rolle der Händler
In diesem letzten Abschnitt wird die Zukunft von Fujifilm und die Rolle der Händler in dieser Zukunft diskutiert. Es wird betont, dass Fujifilm weiterhin stark wachsen und ihre Position im Markt konsolidieren wird. Es wird auch über die Herausforderungen gesprochen, die Händler bei der Vermarktung von Fujifilm-Produkten haben könnten, insbesondere wenn es um die Verwendung von Produkten geht, die unter der Marke von anderen Unternehmen verkauft werden. Die Teilnehmer betonen die Notwendigkeit, eine klare und überzeugende Geschichte über die Wertvorteile von Fujifilm zu erzählen und die Bedeutung einer vertrauensvollen Partnerschaft zwischen Fujifilm und seinen Händlerpartnern.
Mindmap
Keywords
💡Fujifilm
💡Marketing
💡Kanalpartnerschaft
💡Produktportfolio
💡Wertvorteil
💡Workflow-Automatisierung
💡Inkjet
💡Kundennähe
💡Rebrand-Partner
💡Produktionsdruck
Highlights
Fujifilm is expanding its presence in the United States with a focus on marketing and channel partnerships.
Fujifilm's channel partnership strategy involves a careful vetting process to ensure the right fit with dealers.
The company is looking to build out its channel without rushing, aiming for a balance between speed and caution.
Fujifilm offers a comprehensive platform from B2 to inkjet, workflow, automation, and embellishments.
The marketing strategy includes enabling and training dealers to ensure they can represent Fujifilm's value proposition effectively.
Fujifilm is committed to making it easy to do business with them, in contrast to some other companies.
The company is open to investing in marketing campaigns that align with their brand and reach customers effectively.
Fujifilm is selective about the products they introduce to new dealers to ensure they can be serviced properly.
The company expects dealers to sell a wide range of products, reflecting the diverse needs of their customers.
Fujifilm's direct footprint allows them to serve national and global accounts, but they are also looking to expand through partnerships.
Fujifilm is cautious about not overwhelming new dealers with their entire product portfolio at once.
The company has signed its first dealer, Marco, marking the beginning of a new channel strategy.
Fujifilm emphasizes the importance of dealers accurately representing the company's value proposition to customers.
Fujifilm's financial strength allows them to be selective in their partnerships and ensure profitability.
The company is considering various strategies, including potential ventures in manufacturing that could impact the industry.
Fujifilm encourages dealers to choose the company that best aligns with their business, whether it's Fujifilm directly or through a rebrand partner.
The company is focused on growth and innovation, with plans to increase marketing efforts in the United States.
Fujifilm is aware of industry consolidation and the need for dealers to have the operational maturity to handle production specialist roles.
The company is committed to finding the right balance between serving business and production needs through their dealer network.
Transcripts
it's the end of the day with Ray hello
my friends print United 2024 I'm sitting
here with Fujifilm we have a couple
other Executives here in the marketing
team I have Andrew and Mark and we want
to talk Fuji we want to talk Marketing
in the United States and I know all my
friends those dealer friends of mine
they're all concerned you know or or not
concerned maybe they want to take you on
but how's your channel partnership going
how are you guys evolving that and how
do you see the market landscape I guess
here in the United States changing with
Fuji making a a pretty big presence here
we know that you already do business
with Xerox you know they're a large
distribution channel for you biggest
customer yeah biggest customer and you
know we have dealers out there that buy
millions and millions of dollars worth
of competitive equipment I'm sure Fuji
sees that but you know I'll throw that
over to you Andre but you what what do
you think the future is for Fuji in the
channel well I think it's it's a good
question because you know at this trade
show typically you think okay printers
are going to come in and plants are
going to come in and they're going to
ask about you know the Fujifilm digital
disruption platform and all all that
great stuff that's good they do but one
of the things that Mark and I have been
seeing this week is the amount of
dealers that are coming in from from you
know whoever they're currently with or
their main state with um asking hey how
do we become a Fuji film so you know our
our our Channel person Yasmin Bena she
couldn't be here today she's on a plane
um so it begins this long conversation
of yeah we're building it out but it's
you don't want to go too fast or too
slow you have to pick the right ones you
don't want to go too big or too small so
it's uh an extremely big vetting process
as you can imagine because the the
opportunity is fantastic right um and
and I think when you look at the
platform that we've got to offer from
Big to small to workflow to automation
to embellishments to inkjet tob2 right
it's like it's a lot right um and Mark
you know so I handle you know our
digital enablement uh side of the
business Mark's got marketing and and
and like when I say marketing the whole
thing so um so there's there's marketing
play there as well and how do we enable
them how do we train them uh how do we
help with billing so it's a long convers
ation but um uh we're very very excited
to be on the journey to build out the
channel well make I don't know you might
be able to yeah love you I I love
listening to Andrew talk about the
platform that we have right it's
fantastic for me when you come to these
shows right the whole goal is how do we
get closer to the customer so we've been
a direct selling company for a long time
and we have great access to customers
but we all have our niches Fujifilm has
historically been a commercial print
focused business though we grew up in
the plate world we grew up in The Press
Room so those are the customers that we
know and that's not the reality print
today right everything is morphing
everything is changing so quickly we
want to make sure that we have access to
all the customers possible and that's
why we want to expand our dealer channel
right we can only do so much with our
Legacy with our core customer base and
we want to make sure we touch customers
wherever they are yeah it's true and and
make it easy to do business with
Fujifilm right because we hear with
other companies it's it's Frank Frankly
it's hard so you don't want to enter a
relationship and automatically it' be
hard so uh that's a big one yeah you
know in in the old days when
exactly they might be doing that today
too but when you guys you know let's
just say you find the dealer you you
recruit you you're find your dealer now
you're going to kind of pursue the
dealer for the opportunity is is I guess
the development funds pretty pretty
strong at Fuji film because you know
when you look I'm the financial guy I
look at all your numbers all the time
and Fuji obviously is you know top of
the line right you always deliver
operating profit you hardly ever make
real Financial bad mistakes yeah so over
the years those development funds have
kind of kind of gotten a little bit
Slimmer with some of the oems yeah well
there's a reason why we're profitable we
like to think right no spit no I mean I
I right so so like I said we've been
selling direct for a long time and and
as Andrew said we know we want to expand
the the dealer Channel there's no
question but we are going to go through
this process slowly methodically we want
to make sure that we don't make mistakes
along the way so I think we are open to
finding the best solution for both
Partners to make sure that it's
profitable that it's successful you know
we want to be elastic in the sort of
marketing campaigns that we put together
we want to make sure that they're uh on
brand we want to make sure that they're
touching the customers in the right way
that they uh achieve the goal of
connecting with customers early funnel
mid funnel end of funnel and they have
the right talking points and the right
insights and that takes dollars there's
no question we'll put the dollars behind
it but I think we want to make sure that
we do it in the right way we're not just
going to throw empty dollarss you know
because that's what's been done for so
long in the old days pry much yeah and
also be careful CU Channel ability if
you look at the platform you've like
mentioned you've got everything there B2
inkjet right all own based off workflow
we cannot throw that entire platform or
you know the entire kitchen sink at them
and let them do that because they can't
necessarily service it right so speaking
about being judicious it's it's it's an
art and science right talking about the
marketing support you know content is a
really big thing enablement but you know
yeah let's just just sell it all that's
not going to that's not going to happen
it's not going to work eventually I'd
like to get there but well speaking of
that if you know in the marketpl place
you know you have you have dealers of
all different sizes is do you see any
limitations on a dealer like a do do you
expect a dealer that you take on to sell
the the higher end production along with
the business print I think yeah so I
mean I think because we have this
gigantic portfolio right we would expect
to see dealers want to sell everything
because their customers want yeah they
look at it and they're like well give me
that yeah we don't want to leave any of
their customers stranded if they have a
customer who wants something we just
need to figure out the right way to do
that and I think to Andrew's point we're
not going to throw the kitchen sink at
it on day one right but we know we have
products that support all aspects of
print and we want to make sure that we
get those to the customers that's the
that's the whole goal you guys you know
you have a direct footprint all over the
world obviously and with a direct
footprint you have National major
corporate Global accounts do you see
where any of those accounts that you
might have here in the US and I'm not
even sure how many you might even have
here in the US would those kind of be
accounts that you might pass through to
some partners
to allow them to service and support
side like we see some of the well so
that's a good question so and Mark and I
are kind of tasked with looking at
building up really really two areas so
we've got the commercial print we've got
that really uh franchise print as well
as implant uh Mark and I often kind of
say wax poetic over what's best to to to
go after that so um you know I wouldn't
say pass through per se um I think we'd
look to see how we could best serve the
implant for example and that's a
community ipma or the franchise print
but um we vet that as comes through um
so it's uh right now at least in the
America side of the things I can't speak
to uh to Ema uh per se or or Asia
Pacific uh we vet it kind of one thing
at a time so U I don't want to give away
too too much more now because like I say
if an implant comes and they approach us
with uh a bid we're going to bid on it
in a direct uh in a direct way currently
we're not giving those we're not turning
those over to the channel per se is that
up well I think I think maybe the best
way to say it would be our goal is the
customer we want to make sure that the
customer is and between Fujifilm and the
partners that we sign we make that the
customer we'll do it right for the
customer we'll do it right for the
partner yeah well when you do it right
you benefit greatly exactly when you do
it wrong you have a kind of a mess at
the at the end of the day if you know
that Fuji film platform is serving that
customer whether it's via US or via the
partner and it's the right thing that's
what we're going to do yeah can you
share and and you might not be able to
tell me but can you share any successes
on a on a on a new dealer coming into
the port portfolio yeah so we we we've
signed up already Marco is our first
dealer that we signed up awesome uh
super excited I mean this is really
going to catapult for us the start of um
of a channel that we we really want to
make sure that we find Partners who
represent um customer bases who
represent access to a story that we that
we want to tell that we need Channel
Partners to tell and so Marco is our
first and we're we're really excited
when the dealer takes on Fujifilm
because because I heard you say a couple
of different times we want to make sure
the story is right and make sure their
Communications to the end users right so
is that part of maybe a deal or
agreement with Fuji that if you're going
to represent Fuji here's kind of the
rules and here's how we want to go to
market because a lot of the dealers are
thinking well you know hey I'm selling
your stuff you're lucky I'm selling it
leave me alone so you know it I say that
callously but you know these bigger
dealers a lot of these folks have their
own marketing they have their own
incentives as long as they don't do
anything you or immoral or I'll let I've
got from my I I'll let you get to your
part but from my perspective for me it's
you know from a product marketing
perspective I need them to tell the
story the value proposition of the story
like I don't want to say yes yes it
makes coffee Mr customer no it doesn't
so we need to make sure that they're
repping the value proposition that of
what it is um so that's from my end I
from your yeah I I write so that that
that starts with training making sure
that they understand products they
understand the value prop I think that's
clear without a doubt we're going to
have rules right but I don't think that
our goal is to is to um create yeah to
handcraft them to create such a scenario
that it's impossible for them to run
their business I think we want to create
a trusting partnership that allows them
to do what they do and we do what we do
it becomes it becomes a punitive
exercise right when you do that so
nobody wants that no so you know we hear
a lot of well the RICO to she Tech
coming together joint manufacturing
we've seen kind of a press release and
then another press release regarding
Fuji film and kulta when I look at fui
film I look at their financials I look
at their po portfolio and every one of
their diversifications is profitable
you're obviously in a really strong
position do do are we going to see a a a
Fuji you might be able to answer me but
are we going to see a Fuji
film Venture around manufacturing that
might bring in a bunch of the other oems
I mean because there's there can only be
like three left and I think you're going
to be one of them yeah you know I would
say you know you know what we know I I
think that at the end of the day
we are we are we are a strong
manufacturer and we will continue to be
a strong manufacturer and when you're a
manufacturer you have a different goal
sometimes than your than your commercial
um but I think we're we're committed to
both so we will continue to be a
manufacturer and we will continue to be
you know commercially focused to the
market if I'm if I'm a dealer and you
know this is just a question I'm sure
everybody's thinking about so I'm going
to ask it and I'm selling one of your
machines that's rebranded mhm
am I better off to go to Fuji Phil am I
better off to buy the rebranded one so
you know how does that how does a dealer
kind of fit that position in his mindset
yeah well um so yes so we certainly have
Rebrand partners and I think those
Partners bring to to market products
that are differentiated from Fuji films
right so they have similar technology
often times but the final box is
different um and the selling company is
different and the value prop and the
story that we tell and the way that we
support it is very different so you know
it's not a swap for swap right it really
is we would encourage anyone to find the
the company that they want to do
business with that they trust that
matches that aligns with them um and
that may be us and that may be one of
our partners and I think we're happy
when either one happens yeah and when it
comes down to from from my perspective
is is that if you're approached by a
customer and you're you're asked to tell
your story you have to just tell it
better um you know good point
essentially right and and you can't get
too hung up on on who's doing what but
like I say if I ever get I people know
this about me if I ever get asked about
I need to understand like one of the top
10 reasons about that we why we're
better than the competition I'll say
tell me your story tell me what tell me
what you said and then I'll give you
your one pager and you typically will
get a a blank look and I'll say okay we
got work to do step into my office so
yeah well
Fujifilm they're not going anywhere
they're only growing stronger we're
sitting here with the marketing team
we'll see a lot more marketing coming
into the market I assure you it's
exciting times for the industry we do
know we have some consolidation going on
we know prce declining business prce
declin Ling we're looking at the
displacement growth I call it in that
production space you know these
customers are able to use cut sheet a
lot more than they were before so
there's great opportunity in that space
But I've always been caution of that
because we don't want dealers with a low
operational maturity let's just say that
running around trying to be production
Specialists when they're probably not
they're more suited for business
Specialists and I think that'll be
something that'll that you guys will
discover that we could sign up some of
these smaller dealers give them our
business products line but they're
probably not going to sell any of our
production stuff and that probably could
happen is there anything you want to add
before we end this no it's been great I
was it's always an honor being on end of
the day with Ray it was good to seeing
you as always my friend it's my honor to
have you guys on I love you and this was
my first time so thank you very much it
was great get you back on cuz everybody
watching me knows this status quo is the
killer of all it'll be invented don't
get stuck there and I'll see you all
tomorrow
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