Targeting Buyer Personas —Dana

Print buyers work in different areas of their companies. Here are the most common: corporate communications, marketing, purchasing, media, creative, or publications. Titles may or may not include the term "print" and/or "production."

Depending on the buyer and his or her position in the company, he or she may have full and final authority on how to source printing and with whom. This is important to remember, especially if you think that print buyers have no say and no power in their firms. This is a dangerous assumption. Many elite buyers with extensive expertise are respected by their management teams. Their opinions and insights are solicited. They are not viewed as merely gatekeepers.