Marchand--Good News / Bad News

Have you noticed that marketing communications look and sound similar from one printing company to the next? How many printing companies address customers differently, according to the industries they're in? Few!

Printing companies routinely base their marketing materials on assumptions shared by the communicators. We talk to colleagues in our own organizations and to our counterparts in other printing companies, but how much information do we get directly from our customers, the print buyers? Less than we should, I suspect.