COVID-19 Economic Impact on the Printing Industry
As the economy reopens, businesses will need to rebuild. That will take a lot more than flipping the sign on the front door from closed to open. It will take multi-media business-recovery programs to announce the reopening and to convince clients and prospects that their facilities are sanitary and health guidelines are clear to all on site. The programs will have to be updated as guidelines change. Print, including direct mail, signs, posters, and graphics, should be a big part of them.
Let’s position ourselves as the experts who can create the business-recovery programs that will help our clients get their clients back in the door. As discussed in a previous post, “Protecting Our Companies from COVID-19,” using social media to observe, listen, and learn can get us intelligence we’ll need to craft a program specific to a client’s needs and circumstances.
The bottom line: Marketing focused on getting clients through the COVID-19 crisis and up to speed when it’s over is entirely appropriate. And it’s a lot more effective than casually touching base ow and then, or even worse, going radio silent.
Updated April 20, 2020 @ 9:45 AM
Protecting Our Companies from COVID-19
COVID-19 is an existential threat to our businesses. How do we beat it? Three Harvard Business Review articles, “How Retailers Can Reach Consumers Who Aren't Spending,” “A Way Forward for Small Businesses,” and “Lead Your Sales Team Through Uncertain Times,” offer recommendations
All emphasize that we can’t just hunker down and, while essential, cash flow management, cost management, adherence to CDC health guidelines, and knowledge of government aid programs are not enough. To make it through and be ready to go on the other side, we must adapt to major changes in how business gets done, remembering that even when the crisis is over, things are not going back to the way they were.
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.