There are many forms that can be considered by a fast print owner. I’m going to analyse two of them. The first is to counteract the trend by being their service ‘s best marketer, to become more competitive than their rivals so that they can compete on price, to bring internet shopping to the general public, to acquire the business of closing print shops, and to actually reduce their prices dramatically. I refer to this business strategy as the approach to commodities. Be the best in the conventional world of printing. For those who continue down this road, there is still money to be made in the conventional printing environment. The greatest drawback is that it will continue to fall in this market. The most successful of the lot was the last manufacturer of buggy whips.You may want to check out The UPS Store #521 – Print Shop for more.
The second path avenue, and one that is pushed by the quickest print franchisors, is the transition to being marketing and communication specialists while milking the conventional printing field as much as possible. For several factors, this strategy also has considerable risks. At this point, there are few profit models to replicate, there is little to no awareness from outside the industry that this expertise can be offered by a former fast printer, there is a diverse expertise of franchise owners that does not include marketing training, and people who already provide companies with this service are also struggling to survive.
Many in the fast printing industry developed customised communications expertise a few years ago. This allowed them to sell their clients a 1-to-1 marketing item, many of which were linked to personalised URLs (purl’s). Combined with a focused, well-defined list, this technique allowed balloon response rates to range from 1-3% to as much as 35%. What many in the industry pointed out is that over the time it took to sell conventional printed goods, the lead time to sell these ventures was greatly increased and that not all consumers could make the cost / benefit leap of faith. The willingness to sell and manufacture these kinds of goods, however, led individuals to believe they were now marketing and communications experts.