Attention U.S. print business owners and employees of printing companies! With the election coming up, I am hopping on my soapbox to appeal for the economic plan that will foster print business revenue growth, create loyal and collaborative customers, and contribute to the future of the printing industry.
You may be familiar with one aspect of the Democratic platform that focuses on supporting start-ups and small businesses. The Opportunity Economy plan reflects a shift toward an economy driven by more equitable access to resources, networks, and technologies that enable businesses – especially start-ups and small businesses – to seize opportunities for growth and innovation.
A $50,000 tax credit for start-ups, a $25,000 tax credit for first-time homeowners, and the continuation of infrastructure projects across the US including a high-speed railway between Houston and Dallas, means plenty of businesses will benefit immensely from the Opportunity Economy.
For example, this map shows the locations of over 60,000 infrastructure projects that are moving forward in communities of all sizes across America.
If you only focus on this, construction workers need tools, protective gear, rain gear, seasonal work clothing, and boots. They need a local place to get coffee and an egg sandwich on the way to the site and a place to get a beer after a hard day building housing and hospitals, repairing bridges and roads… and building buildings that need tenants, and businesses to rent retail spaces … who need print and marketing to grow their business… and a place to get coffee and an egg sandwich before they get to work, and a place after to have a beer.
It’s an exponential eco-system of print and marketing needs, and it’s endless if you focus on the big picture and long-term benefits for your business and your community. Here are some areas to strategize and offer to help start-ups and small businesses make the Opportunity Economy their opportunity for success.
Brand Identity Development: Start-ups need professional marketing materials such as business cards, brochures, and stationery that reflect their brand identity. Printing services are essential for producing these tangible assets.
Event Marketing: Whether launching a product or hosting an open house, printed materials like banners, posters, and flyers are critical for local outreach and event promotion.
Direct Mail Campaigns: For many small businesses and realtors, direct mail remains a powerful marketing tool to reach potential customers. Printing services are needed to produce high-quality postcards, catalogs, and mailers, and the expertise to take advantage of postal discounts and marketing programs offered by the United States Post Office for qualified mail.
Packaging and Labeling: Start-ups that produce physical products often require custom packaging, labels, and inserts that align with their brand’s image, necessitating specialized printing services. We have a plethora of OPTIONS they have never seen. Bring a ton of samples to meetings or send them along prior.
Promotional Materials: Custom-printed promotional products such as t-shirts, tote bags, and pens help businesses spread their brand message and build customer loyalty. Realtors require yard signs when selling homes. More than likely, these people are going online to buy these items. Make sure you communicate that you can also supply these things and that they can speak to a HUMAN for assistance.
Trade Show Displays: For small businesses attending trade shows or conventions, professionally printed booth displays, banners, and informational handouts are crucial for making a strong impression. Create a package so they pick the items they need and can add items as their needs and budgets grow. Keep them informed of new items you can supply that fit their business and their exhibit space.
Signage and Window Graphics: Commercial and residential Realtors need banners and signage. Brick-and-mortar businesses need high-quality signage, window decals, and banners to attract foot traffic and increase visibility. Create a SUBSCRIPTION PROGRAM! It’s a great way to get a contract signed for materials all year and take this task off the plate of the business – especially if they have seasonal sales or can develop a calendar of promotions for the year.
Print Advertising: Print advertising in local newspapers, magazines, or niche publications can be an effective way for small businesses to target their audience. Set up a meeting with your local newspaper/community magazine reps, and work with them to create a package you can offer to your customers. Create templates for the ads in the package, include design and copywriting in the cost, and make yourself invaluable. And don’t skip over digital marketing. Find a partner to help create offerings if you aren’t doing this already.
Collateral for Sales and Partnerships: Small businesses often need printed sales materials, such as presentations, portfolios, or informational booklets, to secure partnerships and deals. Present how you can help in the coolest, eye-popping, printed presentation with plenty of digital bridges to online materials, videos, and information.
Custom QR Codes and Interactive Print: By integrating QR codes and other interactive elements into printed materials, start-ups can connect offline marketing efforts with their digital presence, driving engagement and customer interaction. There is no doubt this will be expected. Make your samples memorable!
Vote for the Growth of Print Business
Investing in the Opportunity Economy will open more doors for start-ups and small businesses, offering them unprecedented access to resources and markets. However, to take full advantage of these opportunities, entrepreneurs need the comprehensive marketing strategies and high-quality printing services YOU CAN OFFER to build their brand and connect with customers effectively.
I fully endorse voting for your wallet in this manner!
PRINT LONG AND PROSPER!
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See Deborah’s featured post: Podcasts About Printing, Packaging, Design, and Marketing for Your Playlist
Deborah Corn is the Intergalactic Ambassador to the Printerverse at Print Media Centr, a Print Buyerologist, international industry speaker and blogger, and the cultivator of Print Production Professionals, the #1 print group on LinkedIn. She provides printspiration and resources to print and marketing professionals through education, events, Podcasts From The Printerverse, ProjectPeacock.TV, and an array of community-lifting initiatives including Girls Who Print and International Print Day,
Deborah also helps companies create more meaningful and profitable customer relationships by utilizing 25+ years of experience as an agency, brand, and corporate print buyer who has assessed, hired, and worked with hundreds of printers and service providers.
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