• There are many ways to achieve customization with digital communications. To meet this same requirement with print, special effects are more likely to grab and hold customers’ attention.
• Research from Keypoint Intelligence has determined that the vast majority (95%) of surveyed print buyers are interested in specialty print.
• To get your prospects and customers interested in powerful print solutions, you must first help them understand the difference in business outcomes between the status quo and better print communication practices.

By Karen Kimerer

Introduction

Ongoing technological advancements have given rise to a new generation of printed products that are more interactive and engaging than ever before, but how much time do your customers even think about what’s new in the print technology world? They probably aren’t Googling “print technology advancements” on a regular basis, and it’s equally unlikely that their waking thoughts are consumed by the possibilities of interactive, personalized print and the impact it can have on readership. Some customers may recognize the ways that today’s print service providers (PSPs) can create engaging printed products, but they still might have already decided that specialty printing is too expensive and not for them.

Even if PSPs announce that they’ve acquired a new device or technology, their prospects and customers will rarely consider what that acquisition might mean for their printing needs. To be fair, it’s really hard to ask about technological enhancements and their impact when you don’t know what to ask or why you should even care. Bringing more awareness to the upsides of specialty printing starts with a flurry of education.

Areas of Opportunity

To better understand how today’s print technology advancements are impacting businesses, consider the data from Keypoint Intelligence’s most recent print application forecast. As shown in the Figure below, we can expect a positive outlook for many digitally printed documents categorized as promotional print. These include brochures, catalogs, direct mail, and inserts/coupons.

Figure 1: Color Applications Overview—Promotional Print

Source: US Digital Production Printing Application Forecast; Keypoint Intelligence 2023

Additional growth can be found in what is considered the publishing sector of the print industry. This is especially true for books and magazines, as digital printing serves these applications quite well.

Figure 2: Color Applications Overview – Publishing

Source: US Digital Production Printing Application Forecast; Keypoint Intelligence 2023

A large part of this volume is expected to come from digital presses, and for good reason. It’s no secret that print buyers have been asking for shorter and shorter run lengths delivered in record time, which feeds the digital value proposition. In addition, shifts in customer behavior make it difficult for traditional print methods to keep up with how customers want their brands to communicate with them. Collective research confirms that today’s consumers expect to be treated as individuals. There are many ways to achieve this level of customization with digital communications. To meet that requirement with print, special effects are more likely to grab and hold the attention of today’s customers. The newest print technologies make it possible to deliver a customer experience that cannot be achieved through online or digital messaging alone. All of this points to specialty print.

Research from Keypoint Intelligence has determined that the vast majority (95%) of surveyed print buyers are interested in specialty print. Broadly defined, specialty printing includes techniques that strengthen the value of print—customization or personalization, the use of quick response (QR) codes, Augmented Reality (AR), or Near-Field Communications (NFC) tags. Additional techniques involve unique designs, fluorescents, white/clear/metallic toner in specific areas for emphasis, untraditional paper sizes, and eye-catching finishing or folding. Specialty print is on the rise as marketers, print buyers, and customers place a high importance on elevating customer communications.

Communicating Value: Education is Key!

Although some specialty print applications can be produced on a traditional press, they require long runs and lead times. The evolution of digital print technology has been swift over the past few decades, completely changing how business gets done. Despite all of this, many companies are still using outdated print methods that fail to take advantage of these new capabilities. If your clients aren’t asking for more engaging print products, it could be that they simply aren’t aware of what’s now available and why it might matter to them.

To get your prospects and customers to consider powerful print solutions, you must first help them understand the difference in business outcomes between the status quo and better print communication practices. This makes it easier to put cost aside and shift the conversation to the business objectives and the impact that print can have on those goals.

Not every prospect or customer will be a good fit for specialty printed products. The similarities of those who will recognize the value include organizations that are focused on the customer experience, those who want to elevate their brand amongst competitors, and those engaging in both print and digital or omni-channel communication.

To make the leap between processing orders business as usual and helping your customers add value to their print, the conversations must be about business needs rather than acquisition costs. Using the right language opens the doors to discussions that lead to business investments.

To truly translate the value of specialty print, your customers must be able to see it. When customers experience the “before and after” of a print sample, it’s easier for them to understand how it addresses their business needs. Print samples and examples are difficult to resist. When married with an engaging story about the significance of what they are viewing, you can draw your customers closer to visualizing similar applications in their own environment. Building your library of specialty print samples will make it easier to share new ideas and insights with your customers and prospects.

The Bottom Line

We’ve all heard that the customer is always right, but this well-known adage has sparked much debate over the years. Most people do agree that customers—regardless of whether they are right or wrong—directly influence business behaviors. When it comes to print, there is an unprecedented opportunity to connect brand owners with their customers’ priorities. When you consider all of the possibilities that today’s specialty printing technologies can deliver, an exciting future is undoubtedly in store!

As part of the Business Development Strategies Consulting Service at Keypoint Intelligence, Karen Kimerer has experienced the many challenges of expanding current market opportunities and securing new business. She has developed a systematic approach to these opportunities, addressing the unique requirements of becoming a leader in our changing industry.