As the marketing landscape evolves, its role in the printing industry does as well. GV recently spoke with Andrew Schall, President of Graphic Media Alliance (GMA), a Columbus-based association supporting the graphic communications industry across Ohio, Michigan, and Northern Kentucky. GMA offers advocacy, workforce development, networking opportunities, and numerous programs to boost efficiency and profitability in the printing industry. Our discussion with Mr. Schall revealed key trends and insights into current marketing practices in the industry.
The Prevalence of Dedicated Marketing Departments
One of the first questions posed to Schall was about the prevalence of dedicated marketing departments or personnel within printing companies. He observed that the presence of such teams varies significantly based on the size and scope of the company.
“Larger companies, like Graphic Village, tend to have dedicated marketing teams,” Schall noted. “This is because they understand the strategic importance of marketing in driving growth, brand recognition, and customer engagement.” In contrast, smaller printing companies often view marketing as a non-essential function, sometimes delegating these tasks to customer service representatives (CSRs) or handling them sporadically. Unfortunately, “these companies often struggle to survive in today’s competitive climate.”
Emerging Trends in Marketing Practices
In our region, several emerging trends are shaping the marketing practices of printing companies. Schall highlighted a growing trend towards digital marketing and the use of data analytics to drive marketing strategies. Companies are increasingly investing in online presence, social media marketing, and personalized customer outreach.
“There’s a notable shift towards content marketing,” Mr. Schall explained. “Printing companies are producing ‘content of value’ to engage customers and prospects.” Additionally, investments in marketing technology, such as CRM systems and marketing automation tools, are becoming more common. These tools help companies streamline and optimize their marketing efforts, making them more efficient and effective.
However, it’s important to recognize that while digital marketing is crucial, print marketing remains a valuable asset. Print marketing collateral, such as brochures, welcome kits, and direct mail, continue to play a significant role in engaging customers and driving brand recognition. These tangible elements provide a tactile experience that digital media often lacks, helping to reinforce brand messages while creating lasting impressions. Direct mail, in particular, offers a personalized touch that can stand out in an increasingly digital world, making it an effective tool for targeted outreach and customer engagement.
Shifting Perceptions and Prioritization of Marketing
A particularly insightful part of our conversation revolved around the shifting perceptions and prioritization of marketing within the printing industry. Schall confirmed that there is a noticeable shift, especially among larger companies.
“As the market becomes more competitive, companies are recognizing the critical role that marketing plays in differentiating themselves from competitors,” he said. “Marketing is increasingly seen as a strategic function that can drive business growth, foster customer loyalty, and enhance brand reputation.”
This shift in perception is leading to greater investment in marketing resources, talent, and technology. Companies that prioritize marketing are better positioned for growth and competitive advantage. Schall emphasized that having a robust marketing strategy is not just a luxury, but a necessity for sustained success.
The Importance of Strategic Marketing
Reflecting on Schall’s insights, it’s clear that strategic marketing is becoming indispensable in the printing industry. Companies that embrace marketing as a core function and invest in the right resources and technologies are thriving. They are able to attract new business, maintain a competitive edge, and drive sustained growth.
At Graphic Village, we understand the importance of strategic marketing. We are committed to leveraging our marketing expertise to enhance our brand, engage our customers, and drive business growth. This confidence in our marketing efforts underscores their value and motivates us to continue pushing the boundaries of innovation and excellence in the printing industry.
Embracing Marketing as a Core Strategy
Our conversation with Andrew Schall provided valuable insights into the evolving role of marketing within the printing industry. As we continue to navigate this dynamic landscape, it’s crucial to stay ahead of emerging trends and prioritize marketing as a strategic function. By doing so, companies like GV can continue to redefine the power and possibility of print, driving innovation and excellence in every project we undertake.
For more insights and updates on our journey, stay tuned to our blog and follow us on social media.
