International Survey of Industry Consultants Reveals Predictions for the Future of Print
March 5, 2013
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BRUSSELS, BELGIUM—March 5, 2013—duomedia, a leading agency specializing in public relations and marketing communications for the graphic arts, industrial, and technology markets, conducted a survey in the fourth quarter of 2012 to gain insight from key consultants in the graphic arts industry. The results of this international survey make it absolutely clear that print must adapt in order to continue to play a crucial role in the communications mix. Print professionals and influencers from 10 countries shared their expert opinions on how print will evolve in the digital age, in this study conducted by pan-European communications agency, duomedia.
“The duomedia end-of-year survey provides an accurate snapshot of the status of the print industry,” stated Lutt Willems, partner at duomedia. “By soliciting the opinions of professionals and influencers from around the globe, we can help print houses identify the most important areas of focus to drive revenue and to ensure that print remains a highly effective component of the cross-media communication mix.”
Moving from a manufacturing to a service industry
Many survey respondents identified the need for print houses to adopt a new strategy. They urged printers to go beyond being just a supplier, and to work more closely with customers and brands to establish themselves as value-added service providers in the marketing and communication supply chain.
“Print houses need to change their mindset and focus on offering solutions and services rather than selling products,” said Eddy Hagen, director and Trendwatcher at VIGC (Flemish organisation for Graphic Communication). “A marketing manager doesn't need a printed brochure, he needs a solution to convey his message to his (potential) customers. Identifying the real needs of their customers, will lead to new and interesting offerings. I recently spotted a simple but very effective example of this solutions-oriented mindset: a printer solved the number one issue of a small winery—missed sales—by simply changing the layout of the label. A small change with a big impact. Of course, a change in mindset means investing time and resource. But it’s well worth the effort if it means your company is seen as a high-value link in the marketing and product development chain rather than as just a supplier of printed paper or of printed packaging. This industry will evolve from a product industry to a solutions and services industry.”
“The duomedia end-of-year survey provides an accurate snapshot of the status of the print industry,” stated Lutt Willems, partner at duomedia. “By soliciting the opinions of professionals and influencers from around the globe, we can help print houses identify the most important areas of focus to drive revenue and to ensure that print remains a highly effective component of the cross-media communication mix.”
Moving from a manufacturing to a service industry
Many survey respondents identified the need for print houses to adopt a new strategy. They urged printers to go beyond being just a supplier, and to work more closely with customers and brands to establish themselves as value-added service providers in the marketing and communication supply chain.
“Print houses need to change their mindset and focus on offering solutions and services rather than selling products,” said Eddy Hagen, director and Trendwatcher at VIGC (Flemish organisation for Graphic Communication). “A marketing manager doesn't need a printed brochure, he needs a solution to convey his message to his (potential) customers. Identifying the real needs of their customers, will lead to new and interesting offerings. I recently spotted a simple but very effective example of this solutions-oriented mindset: a printer solved the number one issue of a small winery—missed sales—by simply changing the layout of the label. A small change with a big impact. Of course, a change in mindset means investing time and resource. But it’s well worth the effort if it means your company is seen as a high-value link in the marketing and product development chain rather than as just a supplier of printed paper or of printed packaging. This industry will evolve from a product industry to a solutions and services industry.”
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