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Episode 8. Joanne Gore of Joanne Gore Communications

Season #2

In this episode of The Printerviews, I am joined by Joanne Gore of Joanne Gore Communications, a full-service B2B marketing agency specialising in the print industry. With a 30-year career as a corporate marketer and a former graphic designer, Joanne is on a personal mission to help printers sell more print by bridging the gap between how buyers decide and how the industry sells. We discuss her journey from managing global print production for tech giants to launching a virtual agency that helps companies get out of their own way.

As we prepare for Dscoop in the Rockies, Joanne shares details of her upcoming session on moving from confusion to conversion through messaging playbooks. We explore the concept of 'AI slop' and why having a unified story is vital in today's market. Joanne explains how these playbooks provide the foundation for effectively training AI and ensuring every team member tells the same story.

The conversation also covers the 'science of touch' and why print remains a powerhouse for brand awareness and customer satisfaction. Joanne provides practical advice on stretching marketing dollars by repurposing content and using niche lead magnets to stay proactive. We look at the future of the industry, where hyper-personalisation, smart packaging, and integrated digital experiences like QR codes will define the next generation of print communications.

Key Takeaways

  • Eliminate generic AI content by training agents with specific data.
  • Use messaging playbooks to unify your brand story and team.
  • Physical touch increases brand engagement and a sense of ownership.
  • Stretch your marketing budget by repurposing every piece of content.
  • Move beyond data reporting to find the why behind metrics.
  • Create niche lead magnets to position your business as proactive.
  • Sell the solution to the customer problem, not press speeds.
  • Bridge physical and digital experiences with interactive elements like QR codes.
  • Focus on hyper-personalisation and paper packaging to drive future growth.
  • Evaluate your sales experience by viewing it as a consumer.