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Finding a Niche with Your Print Business

Finding a niche for your print business (a target market with specific pain points) is not about aiming small, it’s about FOCUS and EXECUTION to build a repeatable product offering and to dive deeper into learning about your customer’s problems.


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About Jennifer Matt

Jennifer Matt is the managing editor of WhatTheyThink’s Print Software section as well as President of Web2Print Experts, Inc. a technology-independent print software consulting firm helping printers with web-to-print and print MIS solutions.


By Gerhard Maertterer on Jan 18, 2017


What you describe, is exactly the same way, how we found a new niche. In other words: Even with its many advantages, print has been left out of marketing automation as a channel. It is rarely included in the routine communication of modern predictive analytics.

But we were changing all that, because we felt in love with one of our customers problems. Fortunately he was not the only one with these problems. So we developed a solution, which was scalable to other branches. As Elon Musk said: „The first step is to establish that something is possible; then probability will occur.“

We knew: Print has three advantages that online and mobile media don't have. 1st: Fully addressed print advertising does not need permission to be delivered – so it's ideal for push marketing. 2nd: Mailings by post are more eye-catching than e-mail in an inbox. 3rd: People read messages on paper with more concentration than on screens.

To be honest: While it is true that e-mail prompts a quick response, without a user's permission it is nothing but spam. There is no question that banners can track customers perfectly in retargeting – but if you overdo it, you end up getting on your target audience's nerves.

Now we strike a balance between these extremes with our new niche-solution "Real-Time Printing", opening up new approaches to comprehensive omni-channel communications. Our customers can now activate the print channel seamlessly and push storyselling even harder across all channels or reroute bounce reactivation to the e-mail channel.

Gerhard Maertterer
Director One-to-One Marketing Solutions
Eversfrank Group


By Cory Sawatzki on Jan 19, 2017

Always very insightful. Excellent work Jennifer.



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