Print is a Proven Channel of Communication, but Strategic Innovation is Essential to Thrive in a Disrupted Industry
The printing industry has faced significant disruption over the years, from the rise of digital presses to the increasing dominance of e-commerce, social selling, and AI-driven marketing. The challenge for print business leaders is to move beyond survival mode and thrive in a digital-first world. Competing on price alone has led to shrinking margins, declining quality, and reduced profitability for many print providers. However, print remains a powerful and memorable communication channel when marketed, sold, and delivered strategically. Drawing insights from Joanne Gore’s book, Thriving in Chaos: Lessons Learned as a Corporate Marketer, this article outlines five actionable strategies to help print businesses increase profitability, attract new customers, and future-proof their operations.
1. Shift from Transactional to Relationship-Based Selling
Traditional transactional selling—waiting for customers to request quotes—often results in a race to the bottom on pricing. The solution lies in relationship-based selling, which focuses on understanding the deeper challenges and needs of prospects by asking the right questions and building trust.
Key Insights:
- 78% of buyers choose a brand they’re familiar with before researching solutions, and 80% have a preferred vendor before engaging with sales.
- Buyers no longer want to be “sold to”; they want to be engaged and heard.
Actionable Steps:
- Develop a social selling strategy on platforms like LinkedIn to establish your company as an industry leader.
- Leverage content marketing through blogs, case studies, and videos to showcase how your print services solve business problems.
- Personalize sales outreach using data-driven insights instead of relying on mass cold calls.
Case Study:
ABG Print, a Manhattan-based printer, saw a 95% revenue drop during the pandemic but generated 372 new customers in a year by adopting digital organic and paid search marketing strategies.
2. Position Print as a Revenue-Generator
Print should not be sold as merely “ink on paper” but as a business growth tool that integrates with digital marketing. By framing print as a performance driver, printers can demonstrate its ability to amplify results and generate revenue.
Actionable Steps:
- Highlight the role of print in digital marketing, such as using QR codes, NFC tags, and personalized direct mail to bridge offline and online engagement.
- Promote data-driven print campaigns, like variable data printing, to boost response rates and customer retention.
- Showcase ROI-driven case studies to prove print’s measurable results.
Example:
Digital label printing allows brands to reduce costs, speed up time-to-market, and minimize waste through on-demand, personalized packaging.
3. Pinpoint Your “Quickest Time to Money”
To maximize profitability, print companies must identify their highest-value customers and the fastest path to revenue. Trying to be everything to everyone often leads to inefficiencies.
Actionable Steps:
- Analyze your customer base to identify high-margin clients and frequent orders.
- Specialize in high-margin products like embellished packaging, direct mail, or trade show materials.
- Adopt value-based pricing that emphasizes ROI rather than cost per unit.
Case Study:
Sun Print Solutions partnered with Joanne Gore Communications to pivot from low-margin B2C jobs to high-value B2B services, growing revenue by 60% over three years.
4. Future-Proof with Automation & AI
Automation and AI-driven workflows can streamline operations, reduce waste, and improve scalability, allowing print businesses to focus on strategy and service.
Actionable Steps:
- Automate quote and order management using Web-to-Print (W2P) systems.
- Use AI to personalize campaigns, optimize print runs, and predict demand trends.
- Implement predictive maintenance to prevent costly equipment downtime.
Industry Insight:
AI-driven print workflow automation is expected to reduce production costs by 30% over the next five years.
5. Expand Revenue Streams Beyond Print
Diversifying into value-added services can help print businesses increase revenue per customer and build long-term partnerships.
Actionable Steps:
- Offer marketing services like email campaigns, digital ads, and social media management alongside print.
- Create subscription models for recurring revenue through monthly print packages.
- Launch e-commerce storefronts for ordering custom packaging, branded merchandise, or direct mail kits.
Example:
Platforms like MindFire and DirectMail2.0 enable printers to offer end-to-end marketing campaigns that integrate print with digital engagement, helping clients boost response rates and track ROI.
Passion, Purpose, and Helping Others: The Ultimate Driver
Success in the print industry goes beyond technology and processes—it’s about understanding customer challenges, providing innovative solutions, and building lasting partnerships.
Key Principles:
- Understand your customers’ pain points and business objectives.
- Develop creative solutions that deliver measurable results.
- Build trust and collaboration for long-term success.
- Focus on the “why” behind your business and your customers’ needs.
Final Thoughts
Print is experiencing a resurgence as marketers rediscover its unique ability to engage audiences and drive results in a digital-first world. To thrive, print businesses must:
- Shift to relationship-driven selling.
- Position print as a business growth tool.
- Identify their quickest time to money.
- Automate and streamline workflows.
- Expand into value-added services.
By embracing change, innovating, and positioning print as an essential marketing tool, print businesses can rise above the noise and thrive in the chaos. The question remains: What’s your next move?
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