Five Things Print Buyers Are Looking For
You know the drill. Being a printer comes with it’s own unique set of challenges.
Not many of your clients have growing marketing budgets these days. And of the dollars they do have, spending is shifting away from traditional channels in favor of what’s hot in digital.
So how do you convince your clients to invest in print, and more importantly, in you? By exceeding their expectations and delivering exactly what they’re looking for.
What exactly is that, you ask? Let’s take a look at five key areas print buyers look for:
Found in a survey conducted by PrintMediaCentr, the top reason a buyer chooses a print provider to work with is the quality they are able to bring. In this survey, 142 agencies and brands – from L’Oreal and Target to Victoria’s Secret and AMEX – were asked a series of questions about what they value most. The majority of responses cited quality, but not in the traditional sense of sharp images or accurate colors. Rather, ‘finishing’ was frequently mentioned, with “scratched covers, uneven crossovers, and bad trimming” listed as the most common reasons for rejecting a job. Make sure the finished product you deliver is top-notch quality.
2. Business Results
Remember what brought your client to you in the first place. They faced a challenge and you provided a solution. Print may have been the vehicle, but results were what your client was really after. Always speak the language of your customer, no matter if that’s ROI, response rates, sales redemptions or any other metric.
3. Printers That Print!
There’s plenty of industry chatter around the importance for printers to diversify their offerings. Becoming a ‘Marketing Services Provider’ is a common narrative. And while there’s certainly truth to the notion that the most successful printers have a toolbox full of skills and services they can offer clients…there is one caveat. Printers still need to be proficient at printing. In that same 2017 Print Buyers Survey, an overwhelming 84 percent of respondents they had no interest in anything a printer does besides printing. That doesn’t mean that clients can’t be won over to your non-print services over time. It simply means that printers shouldn’t lose sight of what makes them great.
4. Unique Capabilities
Print buyers are always looking to their mailbox for creativity and innovation. Perhaps it’s unique personalization, attractive embossing, memorable substrates, varnishes or specialty inks. Don’t sleep on the fact that every touch-point is an opportunity to ‘wow’ a prospective customer. One clever way to stay top-of-mind with potential print buyers: promotional pieces. This is a fantastic way to show off your skills and stay in front of your prospect.
5. Online Reviews
Did you know that 90% of consumers read online reviews before visiting a business? Do yourself a favor and make it easy for customers to find you – and read about you – online. Start by claiming your business on Google, which will give your company a huge SEO boost when prospects are searching for local printing services. This also provides a way for customers to leave and read reviews. While you’re at it, consider making sure your company is listed on other commonly searched sites, such as Yelp, Angie’s List, Facebook, Yahoo! Local Listings, and Twitter.
Reina Takahashi is a magician with a sheet of paper. Takahashi, a self-proclaimed Paper Artist, spends her days working with brands of all sizes who need help expressing complicated or tired concepts in a bright, colorful way.
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