Where to diversify and expand in 2008?

Mar 1, 2008 12:00 PM, Michael Casey

“In 2007, quick printers and small commercial printers asked over 4,000 print buyers the following question: ‘What additional products or services would you like us to offer in the future?’ Almost one in five customers wants more online ordering capabilities. You might want to seriously consider an initiative in 2008 to upgrade your current online solution, or at least start somewhere. Just be careful when implementing. In another survey, only 66 percent of print buyers were satisfied with their current printer's online ordering solution. Do it right. There is also interest in printers helping in areas traditionally serviced by advertising and marketing firms. Ten percent of the customer base was interested in engaging their printers for marketing services. It is a lot easier to expand within your customer base than to close new ones. In 2008, think of what you can do well, do profitably, and offer to your current customer base.”

Michael Casey is president and founder of Survey Advantage (www.surveyadvantage.com). He is an Intl. Franchise Assn. technology board member and recently became a major partner with NAPL, supporting its consulting and research practices. Survey Advantage's mission is to help printers improve their business performance through the delivery of cost-effective, comprehensive customer feedback systems and easy-to-digest reports.

Print buyer demand for additional services

Product or service	% Interested
Online ordering	18%
Web site design	11%
Full-color variable-data printing	10%
Marketing consulting	9%
E-mail marketing campaign management	5%
Fulfillment services	2%
Based on over 4,000 print buyer opinions.

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