Digital Excellence: ASAP Prints

Nikki Smith, President, ASAP Prints On July 14th, 2016

Topics: eCommerce Entrepreneurial Tech Marketing / Sales

Tuck School’s Center for Digital Strategies takes part in several Executive Education programs offered throughout the year, and in a number of locations. The “Digital Excellence Program“, offered in partnership with Google, was first offered in June 2015 and is geared towards the Minority Entrepreneur. The goal of this program is to provide participants with the tools needed to bring their digital marketing and communication skills to the next level. Sessions vary in topic from Google Analytics, to AdWords, to business leadership skills.

We asked Nikki Smith, President of ASAP Prints and member of the December 2015 class, to share with us a bit about her experience in the program.

How does the use of digital technology or strategy help enhance your business?
People often say, “Print is dead or dying” but I disagree. Print is evolving. The use of strategic digital technology has helped our printing business grow and expand. How you ask? Simple… it has allowed us to reach people we didn’t even know needed our services. Yes, that’s a simplistic answer but don’t be deceived, it is complex in development. To be effective in reaching people you need to have clearly defined services, intentional business model and a digital plan. When those elements combine they yield a dynamic digital strategy and you reap the benefits! Is digital technology something you want to embrace and champion through your company? Absolutely. It is not fast, nor easy, but it is worth it… I’ve only just begun!

What was a key takeaway for you at the Digital Excellence Program that has helped your business?
I am a tech nut, millennial wanna-be and a person always seeking knowledge. DEP gave me insights to millennial purchasers, facts and statistics on social media outlets, and astounding insights into Google Tools. Plus it gave me pause to revisit the basic core principals of who ASAP is and what ASAP does. Outstanding! I wish I could go again!

Are there any specific digital or tech policies that have helped create a positive internal culture for your team?
Most immediate change was documenting everything with a camera and sharing it with the masses. EVERYTHING! We make grandmas brag book look slim. We post print samples, fun events, awards, cool ideas of print, and just about anything! EVERYTHING we do, we try to post. The team has embraced it and now suggests things to post. Some of our clients have even asked… hey, can you post this and tag me! Bottom line, this digital policy to post post post has created and given everyone pride.

What has been one big surprise around the impact or influence of digital on your company?
Surprise: “How’d you find us? I found you through your website/social media.” SURPRISE!!!! There are printers everywhere and people are finding and choosing us before we’ve even met! I plan to invest the salary of a full time sales associate into the digital presence. We need to continue building because the results are proven.

Executive Bio:
Nikki Smith, President, ASAP Prints
Digital Excellence Program, December 2015

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