In a challenging and competitive market environment, it is vital to effectively use all resources, capabilities, and capital to produce goods and services that the customers desire. Realistically, printers cannot do everything and satisfy everyone's needs. Resources will not stretch that far. Today's successful print service providers are targeting customers that need and want their services, and setting aside the customers that do not fit that profile. The term "target market" is used because that market - that group of people or organizations - is the bullseye at which you aim all your marketing efforts.

The challenge for printers is that target marketing requires them to think as hard about where they do not want to sell their products and services as where they do want to sell. That said, the benefits of targeting specific market segments for the print service provider are clear:

Target marketing allows you to reach, create awareness in, and ultimately influence the group of people that is most likely to select your products and services as a solution to their needs, while using fewer resources and generating greater returns.