As one looks forward into this still-new year, it is only natural to wonder what’s in store, both personally and professionally. While I can’t pretend to predict your future, I am confident that our industry can look forward to a continuation of trends from 2005 and 2006.
Overseas and online print
31% of U.S. corporate design departments said they had worked with an overseas print provider sometime in 2006, and overseas production seems poised to continue gaining North American market share. There are of course both opportunities and threats present from this market reorganization. Printers could outsource large jobs to international printing companies while still making a profit and providing the customer with a high quality product; however, Canadian suppliers could lose market share as consumers go directly to international printers.
Online print shops will continue to gain market share. With thousands of templates to use, ridiculously low pricing structures, and quick turnaround times, consumers can purchase items such as business cards and brochures from the comfort of their own homes, have them delivered, and pay securely online with their credit cards. Online outfits are here to stay, but offering friendly service, reasonable rates, paper samples, and in–house coupons will encourage your clients to continue visiting a “real live” print shop.
In–house printing and print–on–demand
Companies and individuals will continue to invest in in–house design and print capabilities. Design programs are continually becoming more user-friendly and colour printers are decreasing in price, and these two developments are together enabling more consumers and small businesses to create professional printed materials themselves. Consumers need to be educated that visiting a printer can often result in a lower per–unit costs, as well as decreased stress levels – an executive should be off doing his job, not making copies or binding books.
Print–on–demand, a result of the just–in–time inventory theory, will be a popular choice among marketing personnel. The ability to print smaller quantities is appealing to businesses that are constantly growing, developing, and changing, as anyone who has ever printed five thousand business cards and then gotten a new email address can attest to! Marketing personnel are often on a limited budget and find the lower total costs (albeit higher per-unit prices) attractive. Offering lower quantities can be a great way to meet your customers’ needs and can often result in increased profitability.
Variable data Systems
Variable data systems will also continue to grow. As companies streamline their marketing efforts, there is a growing desire to advertise specifically to potential customers who fall into particular categories. Addressed admail, for example, had given marketers the ability to send mail directly to a target demographic. With the advent of variable data systems, marketers can use these systems to create increasingly personalized offers.
How you can adapt
With these continuing shifts in the graphic and print industry, how can you prepare your business today for the changes of tomorrow? Specialization is one option. Choose a product or service—such as envelopes, overnight printing, or pocket folders—and master it. Become the leading company in your area for this product or service, which will allow you to fully develop the market.
Providing great customer service is always important, and it is one thing that international printing companies and online services often lack. Develop a strong relationship with your clients, be understanding of their needs, and accommodate their requests. When possible, be flexible within pricing structures and delivery dates to assist your client.
Updating your equipment is another way to stay on top of the game. When investing in a new piece of equipment, such as a large format printer, make sure to organize a marketing campaign to let your customers know about your new service. Although equipment upgrades can be costly, they are often necessary investments in the future of your company.
The advent of overseas printing in other countries makes it possible to find suppliers in other areas. If you are a reseller, there could certainly be a lot of opportunity there. Take some time to investigate and research the possibilities online.
It is important to read industry publications, visit trade shows, and become active in the printing community to stay up–to–date on industry trends and forecasts. Knowing and understanding the environment in which you work will allow you to make more educated business decisions.
All the best for 2007!
MPR Communication is a design and print company located in Lachine, Quebec. Jasmine Brooks is MPR’s Project Coordinator. E: jbrooks@mprcommunication.com
