The once specialist skillset of the print industry is increasingly commoditised, largely down to the emergence of digital processes and automation. But this actually makes the industry an incredibly exciting place to be right now, at least, it is for those willing to adapt and change, and I’m going to explain why.

History has shown us that change is the biggest threat to any business. The invention of the printing press in 1436 no doubt ruffled some feathers. There was the same level of discomfort when digital printing became ubiquitous. The next big development will be the same. 

Further fuelling the fire is a current oversupply of print, estimated at around 30%. These challenging economic conditions and democratised market are creating a perfect storm in the print industry. It’s against this context that a new type of entrepreneurial printer is emerging, with a new mindset and skillset, taking a more lateral view to growth opportunities. 

Players in the industry are increasingly becoming strategic partners for customers, not just supplier. With this in mind, the onus needs to be on finding ways to add value to a customer’s business, whether offering design expertise, marketing consultancy or even digital services such as web design. In many cases, this means stepping on the toes of other suppliers, such as marketing or advertising agencies, but it means a bigger slice of the pie for printers everywhere – and rightly so. It’s a natural progression. 

The more sophisticated end of print-on-demand provides an example of how savvy printers have found a way to remain central to the print process while taking a bite of the creative pie, empowering clients to create sophisticated marketing campaigns without the ‘agency’ costs. The results? Happy customers saving money and extra revenue for the printer. The lesson? Don’t be afraid to move out of your comfort zone. 

So what next? Forward-thinking printers are starting to take ownership of customer relationship marketing (CRM) services. This is another great example of lateral thinking that brings new opportunities and avenues for revenue. 

The core elements of CRM are customer data (which printers have in abundance), innovative print-on-demand techniques, and marketing nous, not to mention the ability to keep the whole process in-house. While this was previously the domain of dedicated CRM providers and marketing companies, there really is no reason why this area can’t be owned by print. Sounds too difficult? Then just look for a service you can ‘white label’ and sell on to your customers – you still manage the print, but the technical part is managed for you.

Those willing to take risks, adapt and stay ahead of the game will be the big winners, it’s that simple. 

Matt Sandford is founder of CR Cards, an online relationship marketing tool allowing customers to create and mail custom B2B greetings cards. www.crcards.com.au

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