noelward
Well-known member
Marketing 101: Think Different
Success begins with understanding opportunities
By Noel Ward, Editor@Large
You are a printer. You made the jump from offset to mixing offset and digital and perhaps went exclusively digital a few years back. So now your money-maker is from Canon, Epson, HP, Konica-Minolta, Ricoh, Screen, Sharp, Xeikon, or whatever. No surprises there. Most shops I’ve been in over the past decade or so have two or three makes of digital machine. Makes sense: Each device is good at certain things.
More interesting is that many successful print providers are using digital printers are also casting a wider net for business. Each market and player is different, with some expanding into packaging, labels, direct mail, large format, and more. The alternatives are in addition to the commercial printing that is still their main business. Offset printing is now just one of the services offered.
While I saw this in several shops around the U.S. it was most visible at a nearby quick printer, mostly because I could see the entire operation from the front door. Faster machines that could handle more volume increased run lengths. Upgraded finishing equipment expanded what he could offer. He stuck his under-used wide-format printer in his front window and began making event signage for a local school system. Then a photographer asked if the wide format device could print photos of football and soccer players. He said yes and wound up buying a faster and wider printer. Word got around to other towns and some local companies asked if he could print banners and signage. He found his shop competing, not always successfully, with printers in other locales so he expanded his capabilities and business. He likes that some of the new digital printers don’t require much space. And yes, he winces at the prices.
It’s not uncommon for small printers to partner with larger ones for capabilities they lack, a practice that can go both ways. Many smaller operations are franchises, which gives them purchase discounts, but in the bigger picture they are expanding to serve market needs. Meanwhile advances in technology allow them to do things that once required a larger shop.
Many larger shops acquired a mix of presses and digital print engines because it reduced the number of times they had to say “no.” Now they do short runs, too. At the same time, I’ve been in commercial operations with offset presses from Heidelberg or Koenig & Bauer, fueled by long-term contracts with major customers. Long runs of packaging and other printed materials were business as usual. You may not compete with these guys but you do compete with other shops in your town, state, or even a couple thousand miles away. As a result your biggest customer may not be local.
What Are You Thinking About?
This is where some marketing basics come in. Having spent time with owners of print shops tiny and large there is no doubt the market is changing. Survival requires adapting to these changes. Some seeking other options have found a path forward. Good for you! OK, I know some who are looking at retiring and playing golf. Even then, having ways of growing revenue already in motion can be attractive to a new owner or private equity.
We are in a crucial moment: Print is not about to go away but more printers are. Step one is asking some basics like:
The list below comes from what I’m hearing at various conferences and shop visits. There are as many answers as there are print shops and there are no right or wrong answers. This is basic, top-line market research; input that is only useful in aggregate. I’m interested in what might or might not work for you so I can report on it here, without divulging who said what. This way we can all learn from each other.
Please tell me if any of the areas listed below might be a fit for you. And be sure to note what might work if it’s not on the list. I know that an investment in equipment and/or software might be required, and that this can be a barrier. So can entering a new market. Email your responses to me at [email protected]. It’s secure (only I have access) and responses are deleted once I import them to an encrypted folder on my computer. I’ve had some responses already and am looking for a few more. I do not identify anyone or suggest that vendors start calling you.
Which of the 10 following areas of printing are you most interested in? Please use a scale of 1 to 4, with 1 being Very Interested and 4 being Not at All Interested. All responses are private and stay that way.
If you are Very or Somewhat Interested (a 1 or 2 on the scale) please tell me why. And if you are not interested in an area I’d be interested in knowing why.
Thanks! I’m looking forward to hearing from you!
Success begins with understanding opportunities
By Noel Ward, Editor@Large
You are a printer. You made the jump from offset to mixing offset and digital and perhaps went exclusively digital a few years back. So now your money-maker is from Canon, Epson, HP, Konica-Minolta, Ricoh, Screen, Sharp, Xeikon, or whatever. No surprises there. Most shops I’ve been in over the past decade or so have two or three makes of digital machine. Makes sense: Each device is good at certain things.
More interesting is that many successful print providers are using digital printers are also casting a wider net for business. Each market and player is different, with some expanding into packaging, labels, direct mail, large format, and more. The alternatives are in addition to the commercial printing that is still their main business. Offset printing is now just one of the services offered.
While I saw this in several shops around the U.S. it was most visible at a nearby quick printer, mostly because I could see the entire operation from the front door. Faster machines that could handle more volume increased run lengths. Upgraded finishing equipment expanded what he could offer. He stuck his under-used wide-format printer in his front window and began making event signage for a local school system. Then a photographer asked if the wide format device could print photos of football and soccer players. He said yes and wound up buying a faster and wider printer. Word got around to other towns and some local companies asked if he could print banners and signage. He found his shop competing, not always successfully, with printers in other locales so he expanded his capabilities and business. He likes that some of the new digital printers don’t require much space. And yes, he winces at the prices.
It’s not uncommon for small printers to partner with larger ones for capabilities they lack, a practice that can go both ways. Many smaller operations are franchises, which gives them purchase discounts, but in the bigger picture they are expanding to serve market needs. Meanwhile advances in technology allow them to do things that once required a larger shop.
Many larger shops acquired a mix of presses and digital print engines because it reduced the number of times they had to say “no.” Now they do short runs, too. At the same time, I’ve been in commercial operations with offset presses from Heidelberg or Koenig & Bauer, fueled by long-term contracts with major customers. Long runs of packaging and other printed materials were business as usual. You may not compete with these guys but you do compete with other shops in your town, state, or even a couple thousand miles away. As a result your biggest customer may not be local.
What Are You Thinking About?
This is where some marketing basics come in. Having spent time with owners of print shops tiny and large there is no doubt the market is changing. Survival requires adapting to these changes. Some seeking other options have found a path forward. Good for you! OK, I know some who are looking at retiring and playing golf. Even then, having ways of growing revenue already in motion can be attractive to a new owner or private equity.
We are in a crucial moment: Print is not about to go away but more printers are. Step one is asking some basics like:
- Your balance sheet may look okay today but what about in a year or two?
- What are customers asking about?
- What are competitors doing? Why is s/he successful (or not) with that offering? Does s/he see something in your local market that you don’t? Or do you see a need not being filled?
- How can you better utilize your staff?
- What do your vendors offer that could be a good fit for your business?
- Do vendors have suggestions about your market and ways you could be more successful? They have seen a lot of other shops and can be worth listening to.
- Would other vendors be a better fit for your operation?
The list below comes from what I’m hearing at various conferences and shop visits. There are as many answers as there are print shops and there are no right or wrong answers. This is basic, top-line market research; input that is only useful in aggregate. I’m interested in what might or might not work for you so I can report on it here, without divulging who said what. This way we can all learn from each other.
Please tell me if any of the areas listed below might be a fit for you. And be sure to note what might work if it’s not on the list. I know that an investment in equipment and/or software might be required, and that this can be a barrier. So can entering a new market. Email your responses to me at [email protected]. It’s secure (only I have access) and responses are deleted once I import them to an encrypted folder on my computer. I’ve had some responses already and am looking for a few more. I do not identify anyone or suggest that vendors start calling you.
Which of the 10 following areas of printing are you most interested in? Please use a scale of 1 to 4, with 1 being Very Interested and 4 being Not at All Interested. All responses are private and stay that way.
- Bills & Statements 1 2 3 4
- Books 1 2 3 4
- Direct mail 1 2 3 4
- Photo books 1 2 3 4
- Fabric Printing 1 2 3 4
- Labels 1 2 3 4
- Packaging (other than labels) 1 2 3 4
- Signage 1 2 3 4
- Wide/large format 1 2 3 4
- Something else (please specify): _____________________________________________.
Thanks! I’m looking forward to hearing from you!
