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The Changing Landscape for Today’s Print Service Provider

Posted by John Foley, Jr. on Saturday, August 15, 2009 at 9:58 AM in Business

I wrote this in 2006.  It has been slow but sure, and now a reality!

The Printers getting into fulfillment, the mailers getting into print, fulfillment companies getting into mail and print.   What is going on?  Actually it is all of those combinations and many more with all shapes and sizes and it’s happening fast.  Diversification of the service providers business means adding additional marketing services and it means more offerings to the service providers’ customers.  Can there be further diversification?  There sure can and it’s all about the transformation of commodity sales to solution sales with the word Marketing from front to back.  The printer will become a Marketing Services Provider, offering a broader range of solutions to its customers.  From targeted 1 to1 mail pieces to fully integrated campaign management, such as direct mail with web responses, to multi-media campaigns, such as magazine ads tied with direct mail, the key service is providing customers the result of all media and data used in their campaigns.  Different you say?  You bet it is, and what an opportunity.  The Print Service Providers have been partners to marketing organizations since the shift to outsource these functions. Now they can help their customers create better response rates, help them analyze their marketing data and realign and remarket based on information captured while doing campaigns.  The day of “Spray and Pray” is soon to be gone with these new Marketing Service Providers on the move. 

John Foley, Jr - 2006

Update 8/15/2009 - Call yourself whatever you want, but diversify and offer marketing services now!  And most importantly practice what you preach.  Be your first customer and start marketing your new services today.  – John

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