The print industry is undergoing a massive transformation right now. No longer will print service providers be able to rely solely on printing as the only service they offer.
These days clients are looking for ways to kill two birds with one stone. Print service providers now have to add different marketing services to their toolbox.
Clients don’t just need a print service anymore, they also need a comprehensive marketing strategy for which to put their prints to use, and they need help developing it. While it might seem to many print service providers like this is too much to ask, this is the trend we can clearly see developing in the industry today.
By switching from a print service provider to a market service provider, printers will be able to secure new business partners and grow their current relationships, by offering new variety and value to their customers.
Print service providers will also take on new responsibilities, moving up from the bottom of the ladder to a position more involved in the design and execution of marketing campaigns. To make the switch from print service provider to marketing service provider, there are four steps you need to take to begin the process.
Find Out What Your Clients Need.
Ask the right questions to determine what it is exactly your customers are looking to achieve with their digital marketing and print activity. This can be done as you go through the process with them.
Do Some Self-introspection.
Take a good look at what it is you do, and where you are capable of carving out your niche within the market. Connections are huge when it comes to succeeding in the marketing industry, so ask yourself what kind of strategy will it take to maneuver yourself into a more dominant position?
Invest in Tech.
Making the switch from printer to printer/marketer is going to take some upgrading. This involves setting aside funds to invest in not only new hardware but new software as well. You will likely be venturing out onto the internet with a website of your own if you haven’t already, and this will require you to pick the right setup for the job. Technology that will help automate your workflow and manage your job is also going to be an investment that will pay off for you in the long run.
Make Sure Your Employees are Capable.
As you transition to providing marketing service as well, you will need employees who can effectively perform the kind of work this will require. You might need to hire new workers, or directly train the old ones in the new system. However, you accomplish it, having the right employees under you will make the process a whole lot easier.
If you aren’t convinced on making the switch from print service provider to market service provider yet, here are some stats to seal the deal.
- Multi-channel marketing campaigns generate 28% higher rates of response than print-only campaigns.
- 63% of your customer’s campaigns and communications are targeted, compared to 37% with print-only.
- For print service providers with a 10% or higher revenue increase, 26% of that increase came from value-added services.(non-print)
- The switch to marketing service provider is not just a fad, but a permanent change. 45% of print only providers have already transitioned or started transitioning. Another 28% have plans in place to begin making the switch.
The biggest challenge to making the switch is knowing how to set yourself apart from the competition. The majority of businesses cite this as the reason for not transitioning yet. It costs no money at all to generate ideas, so this is a good problem to have.
In conclusion, print service providing as a solo endeavor is becoming extinct, and market service providers are filling the void. If print service providers wish to evolve with the industry and not only avoid going under, but exponentially increase their profits, making the switch is essential. As a general rule for not becoming obsolete, it’s best to adapt to new technology and trends like market service providing.