2015 Hot Print Markets Analysis: Target Verticals That Fit Your 'Sweet Spot'
No. 21 Security/Protection ($270B, +18 percent; with $4.6B to print, +2 percent) will be the fastest growing sector as threats to life, property and information sharply increase. Data security/integrity (+25 percent) is ubiquitous and unseen, while personal/product safety (+15 percent) is specific and visual. Physical prevention and remedy screams print, though most in our medium are alarmingly inexpert in available and developable applications.
ID theft, home invasion, document counterfeiting and the like require task-specific, multi-film, multi-substrate passes, closures, seals, wraps, labels, voids and more. Honeywell (+9 percent), 3M (+6 percent), and smart flexo, screen and digital, are best positioned across all tangible segments of this soon to be “exploding” sector.
Logistics/Freight ($801B, +Government/Federal and State ($6.696T, +Higher Education ($191B, +alternative and proprietary education (+9 percent) will condescend to their marketing methods as their share exceeds 1/4th of sector revenues.
Look for more bus and subway cards and wraps, VDP direct mail, event sponsorship signage and promo products, and ROP/FSIs in local print media. Apollo (+5 percent), the largest for-profit operator with more than 300,000 students across seven countries, expends 1/3rd of its revenues on selling!
Inclusively, the HM 25 will account for more than 96 percent of total print. Run your share data by each vertical to see how it compares. Then, become an expert provider for no more than four that make the most sense in your product/market sweet spot verticals, rather than be a commodity bidder in a horizontal position. Market “hot” going forward to 2016 and be around for the years after the commodity sellers weed out. PI
Vincent Mallardi, C.M.C., is a the chairman of the Printing Brokerage/Buyers Association International (PBBA) and is a Certified Management Consultant in the paper, printing and converting industries. He is also an adjunct professor in economics. Contact him via email at firstname.lastname@example.org