How the Printing Franchise Business Shines Today

Owning a printing franchise today has its advantages. Advancements in technology have lit up all marketing channels, and print is a vital component to cross media marketing and multi-channel marketing campaigns. 

Print isn’t going anywhere and digital has joined the marketing mix

No matter what the economic climate, business owners need to get themselves on display and in demand. Traditional print will always be needed to connect on any meaningful level with clients across all demographics.  As people become more educated as to what truly works to promote a message or a brand, the myth that “print is dead” becomes less of a distraction and the truth that the need for print today is stronger than ever.  If any change has happened, it is in the rise of evolved use of print that takes advantage and compliments digital marketing campaigns.  Together, they are unstoppable.

"Print thrives today because it is EVERYWHERE. Print is beyond paper and extends to labels, packaging, clothing and corporate gifts," says Wendy Krause, owner of the Minuteman Press design, marketing, and printing franchise in Silverton, South Africa. "Print keeps up with technology and continues to evolve all of the time. Print has been proved by research to be the most effective tool in reaching mass markets."

Direct mail, for example, is a tool that continues to produce results and clients are learning that visiting a print franchise to assist with the design and production of just the right piece is more effective. With direct mail as a first step, an exciting fuse is lit that leads to booms in response from the mailings onto the digital channels to which they point. Utilizing hashtags or QR codes customized to your brands colors and patterns and near-field communications (NFC) are examples of ways print helps increase online traffic.

Personalized marketing + printing = Effective marketing

Variable data printing isn’t necessarily new, but it is a welcome tool for clients who wish to promote themselves by taking advantage of cost-lowering advancements in digital print technology. It allows people to customize printed pieces by actually varying particular elements among individual pieces, adding a personalized touch often lacking when people take shortcuts away from professional marketing assistance.  The power of such highly personalized care through printing continues to prove itself in the form of measurable results. It is a key reason why delivering messages through traditional print has been, is, and always will be needed as long as human beings are the recipients.

DID YOU KNOW? Pitney Bowes took a recent survey and learned that nearly 80% of small businesses believe that their ideal marketing strategy includes a combination of print and digital communication. 

Dennis Beck is the successful digital printing, design and marketing franchise owner of Minuteman Press in North Palm Beach, FL, and he knows why he is at the top of his game while others aren’t. He shares, “A printing franchise will not survive today if all it did was traditional ink on paper.   So, how does a printing franchise survive and thrive? Well, the first thing to recognize is that if you are to thrive you must add NEW SERVICES. These added services will help grow your business and in fact grow your print too. New services include wide format printing, mailing services, added bindery services, signs, print design, web design, selling promotional products, and direct mail advertising for your customers.  There are other services but the point is print is now just a part of the total mix of printing business.”

“We are no longer just printers. We provide multiple services to help our customers grow their businesses.” – Dennis Beck, owner of Minuteman Press in North Palm Beach, FL

Just like when you are writing fresh content to keep your website ranking strongly online or aligning other digital marketing efforts with the robust reliability of print, one solitary mailing does not equal a campaign.  Feeding your target base multiple mailings and testing different approaches in order to flex the full power of the database you’ve compiled is a must.  Blending direct mail into your larger marketing effort allows it to develop strong cohesion with your digital marketing, so collect email addresses to reinforce your mailings and cover the online bases. Your digital endeavor will benefit from hashtags, QR codes and PURLs printed on your mailers complete with neat offers redeemable online and graphics that are aligned with what is on your website and other media profiles. In this way, you put yourself in front of your audience in their mailboxes and on their various screens.

Expertise and dedication that help ensure business growth or promotion of a cause is the province of today’s print franchise; and the reason the best ones will thrive and lead entrepreneurs to success well into the future.

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