Strategies to Combat Doldrums of Downturn —Michelson

Just as important is maintaining a steady dialogue with buyers and prospects. As one NAPL “State of the Industry: 2008 Strategic Perspective” participant put it, “While others are cutting back on customer visits, communication, advertising and public relations, we’re taking every opportunity to make sure our company is perceived as progressive, financially stable and reliable.” Reinforcing that you’re there to help also goes a long way with cost-conscious clients, Paparozzi told the Print Outlook attendees. Show them ways to save time and money through shorter press runs and inventory reduction, design changes that reap postal and paper savings, and higher ROIs through target marketing. (And, as revealed in the “Hot Markets” update, targeting the right industries can also be fruitful.)