The business landscape changed quite a lot in 2010 and the commercial printing industry was no exception. The economy forced many long-standing print related businesses to close doors for good.
The printers that were able to weather the storm, all seem to have similar components. Commercial printing, now more than ever, is less about the printed piece and more about the solution it provides.
Digital Printing Capabilities: Face it; we live in a digital world. The commercial printers who continue to thrive all have digital printing capabilities. With various web-to-print solutions and print-on-demand being used more for short run, full color printing, it is safe to say that digital printing has become a healthy percentage of every commercial printers’ sales total. This trend will only continue to expand as technology evolves.
Marketing Service Providers: Commercial printers are now entrusted with more than ink on paper. In many instances, printers help marketing departments plan their direct marketing and direct mail campaigns. Once commercial printers jumped into the direct mail and fulfillment business, this evolution just made sense.
Relationship Focused: Commercial printers are no longer considered just vendors. Now more than ever, printers are consulted at the very beginning stages of projects. With the ability to provide “look-a-like” profiles for acquisition lists, produce promotional materials and report on returns, printers are now viewed as trusted advisors and valuable resources.
Solutions Oriented: As stated in the beginning of this article – the print partner that solves the majority of its clients’ business challenges, in the most efficient manner, will thrive in 2011 and beyond.
The one thing that is constant in business (and life) is change. And, 2010 was a great reminder of this notion.
Thought for the day: Are you working with a commercial printing company that is ahead of the curve or playing catch up? Call 602 243-577 to speak with one of our knowledgeable sales representatives to learn the real value of a trusted partner.
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[About us: Prisma Graphic is a full-service, marketing solutions provider with an emphasis in commercial printing that specializes in online marketing supply chain management. Utilizing cutting-edge technology and a commitment to customer service, we partner with clients to develop cost-effective programs that execute integrated brand campaigns and highly-targeted business communications. Our ongoing evolution is to deliver sales opportunities at the lowest possible cost.]
