A new Print Industries Market Information and Research Organization (PRIMIR) study, Small Commercial and Quick Printer: 2006-2011 investigates the nature of quick printers (franchise and independent) and small commercial printers (less than 20 employees) in today’s marketplace. In addition to understanding the market dynamics and future trends, this study provides insight into the competitive landscape of this market and identifies selling opportunities and strategies for serving this unique industry segment.
According to J Zarwan Partners and Sherburne & Associates, who conducted the research for PRIMIR, “the average small commercial or quick printer has 5.5 employees and does $583,000 in annual sales. With more than 22,000 locations today in North America, perhaps declining by 10-20% by 2011, the small commercial and quick print segment is an important part of the overall printing industry, accounting for more than $13 billion in print and associated services.”
A number of opportunities and threats are affecting the small commercial and quick printer (many of which mirror the printing industry as a whole). The greatest opportunity for small commercial and quick printers will come from acquiring new customers. They can (and many plan to) grow and increase sales from existing customers by expanding their service offerings in areas such as digital color printing or wide format printing.
The greatest threat comes from the fact that more customers are bringing the jobs in house. Lack of financing, the ability to keep up with technology, competition from well-known brands and convenient locations of the franchise networks and other superstores round out some of the other threats faced by these printers. Nevertheless, with all of its struggles, many participants in this area continue to be vibrant and innovative.
According to the study, “the future success of small commercial and quick printers lies in their ability to differentiate themselves, to articulate that differentiation, and to do a better job of marketing themselves to existing and potential customers. As new services are added to the mix, educating customers about those services – and how they can help customers achieve their business objectives – is critical. Print buyers will not go to the small commercial and quick printer for value-added services if they are not aware they are offered.”
The study, Small Commercial and Quick Printer: 2006-2011, was distributed exclusively to PRIMIR members. For PRIMIR membership information, contact Jackie Bland, PRIMIR Managing Director at [email protected]
, or by phone at (703) 264-7200, x287. Membership information is also available at www.primir.org.