Why Do Print Producers Identify Themselves This Way?

I was recently at a seminar for the Printing and Graphics Association, MidAtlantic (better known as PGAMA). The featured speaker was Dr. Joe Webb. The topic was what a printer needs to do to prepare for the post-recessionary period. The answer to that question is for another day. This blog post is about what happened at one point at the beginning of the seminar.

Before Dr. Joe started, he asked everyone in the audience to go around, introduce themselves and tell the audience a little bit about themselves and their company. It's fair to say that 90% of the respondents told everyone what type of print equipment they had. I was a bit amused at this response. Solely for the reason, and I don't mean to be rude, but "who cares" what type of print equipment they have! Either, #1 they identify themselves with the "size" of their print presses or, #2 they figured that since they were surrounded by other printers (which all of us weren't), everyone would care (which I'm sure they didn't).

Then, a couple days ago I see a brief article online at WhatTheyThink.com. Here it is in all it's glory:

Bassett Direct adds Xerox iGen4
Tuesday, June 23, 2009

Bassett Direct, a leading provider of variable colour imaging, has added a Xerox iGen4 and another Xerox iGen3 to its existing colour platform to bring their iGen fleet total to three. This increased capability positions Bassett Direct as one of Canada's largest providers of variable imaging.

Ooooo...there it was again! A printer letting us know what print press they just added to their arsenal. It's smacks of "keeping up with the Joneses". Why should we care? Is it a conspiracy by the print manufacturers to toot their own horn? Here's an example of what I'd advise the printers to start writing in every press release they let out their door...

"Acme Print and Marketing, a leading provider of revenue generating solutions for the (your vertical goes here. Oh...you don't have one? Then please contact me.) industry, has invested a tidy sum in their company to provide affordable, money generating solutions to their clients. This company upgrade can help their clients develop exciting, colorful, eye-catching marketing campaigns that will potentially generate response rates in excess of 8%-10%. By providing easy-to-use, online marketing tools, Acme's clients will be able to market their goods and services 24 hours a day, seven days a week."

O.K., so it's not perfect, but you get the message. I didn't mention one manufacturer or type of print or finishing press in the whole, short article. Here's the bottom line; stop focusing on the equipment and start focusing on what the equipment can do for your clients!