International Survey of Industry Consultants Reveals Predictions for the Future of Print

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.”