Small and medium-sized businesses (SMBs) account for the majority of U.S. firms and offer a great deal of opportunity for print service providers. According to Keypoint Intelligence – InfoTrends’ research study In Search of Business Opportunities: Finding the Right Prospects, SMBs (organizations with fewer than 500 employees) dedicate 43% of their communication spending to printed materials.

Print was the top spending category across all 12 industries surveyed. SMBs use print to reach customers, build loyalty, market services, and grow sales. It is a communication tool that enables SMBs to look credible, legitimate, and professional in the eyes of customers and prospects.

SMBs have a wide range of communication needs, including corporate identity (e.g., business cards), marketing collateral, direct marketing (e.g., direct mail, e-mail, Web), point-of-sales materials, transactional documents (e.g., invoices), and publications (e.g., newsletters). In terms of print application spending, the top applications that SMB firms produce include business cards, sales materials, direct mail, and signage. These communication tools support customer engagement, consumer perception, and sales.