COVID-19 Economic Impact on the Printing Industry

By Andrew D. Paparozzi

This page features updates as it pertains to COVID-19 and the Economy. Topics covered include: how the virus is affecting the economy; how Washington and the Federal Reserve are responding; what’s working (and what isn’t); what is likely next and how printing companies can protect themselves from the crisis and prepare for the upturn that will follow.

Updated May 19, 2020 @ 1:50 PM

Marketing During the COVID-19 Crisis

How do you market at a time like this? What’s appropriate and effective? And how should we market as the economic lockdown is gradually lifted?

The experts I’ve read agree that, rather than promote our capabilities, COVID-19 marketing should establish us as a resource for helping clients through the crisis. For example, Kristin Harold, author of “Coronavirus Marketing Strategy Checklist for Small Businesses,” impactbnd.com, recommends we share our COVID-19 lessons learned with clients. Maybe something we’ve learned about protecting employee health, applying for a PPP or SBA loan, a local source of aid, what to do or not to do would be valuable to them. Encourage employees, including furloughed employees, to share their lessons learned. Create blogs and videos to post on the company website. If even one piece of intelligence helps the client, we’ve distinguished ourselves.

Harold’s rule for COVID-19 marketing: “Ask yourself: Is this going to help my customers right now?” If the answer is yes, go for if. It it’s no, skip it.

Mae Rice, author of “Marketing During COVID-19: Why Every Company on Earth Is Emailing Us About COVID-19,” builtin.com, adds that marketing should brand us “as reliable, sanitary and ethical — descriptors consumers gravitate toward right now.” It should also focus on deepening relationships with our best clients, not prospecting or lead generation. Rice warns that marketing to companies with which we do not have a close relationship comes off as opportunistic and insensitive.

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Andrew D. Paparozzi Author's page

Andrew D. Paparozzi joined PRINTING United Alliance as Chief Economist in 2018. He analyzes and reports on economic, technological, social and demographic trends that will define the printing industry’s future. His most important responsibility, however, is being an observer of the industry by listening to the issues and concerns of company owners, executives and managers.

Previously, he worked 31 years at the National Association for Printing Leadership. He has also taught mathematics, statistics and economics at various colleges.

Andrew holds a Bachelor’s degree in economics f rom Boston College and a Master’s degree in economics — with concentrations in econometrics and public finance — from Columbia University.