We cannot survive without people

Deborah Corn intergalactic ambassador, Print Media Centr

understand the things you care about? Are you giving back to the world? Doing something positive for your community or underserved communities? This used to fall under ‘social selling’ and it was marketable. It still is, and even more so, if it’s authentic. There are 12 months in a year. If Women’s History Month and Gay Pride Month are the only time you speak about and support diversity, equity and inclusion, for example, do better.

Communications: Consumer privacy is topical around the world and the growing outcry has forced lawmakers to address it in more meaningful ways. Tolerance is at an all-time low for intrusive communications and has the potential for opt-outs and spam reporting. Keep this in mind as you talk with print customers about data-driven marketing, buying and using mailing lists. If you aren’t being appropriate with your communications, providing relevant information and opt-out options, then do better.

As I wrote in my 2022 recap post for Print Media Centr, it was a year of tepid transformation for the printing industry. “Better safe, than sorry” as the saying goes. We proceeded with caution that the pandemic was truly behind us, and we didn’t take too many risks with our businesses, purchases and customers.

Despite all the factors working against us, and there were many and most were out of our control, many print businesses made it to other side. Some are stronger, some are leaner, some are merged, and some are acquired. No matter how you got here, you are here now and finally, it’s time to look ahead and plan with purpose.

To keep relevant, businesses understood the value of relationships and invested in their customers in all ways: retention, communication, collaboration, convenience, and education.

They also provided options for paper and substrates when supplies were low. Understanding their customers’ crisis level and delivering on promises was vital. All of this contributes to creating longtime partnerships and customer loyalty.

Personally, I am in the printspiration business. In 2022 I launched ProjectPeacock.TV to share stories that highlighted collaboration between designer, marketer, printer, paper and printing technology as the key to successful projects. Nine episodes are currently streaming, with more to come in 2023.

To prepare itself in the new year, the industry needs to look at this year as a beginning, not as a continuation or as an end. Businesses need to regroup, restart and remain focused on customer needs.

Listen, don’t sell. Help, don’t sell. Provide options and let customers choose – with your guidance regarding how to best achieve their creative, sales and marketing goals. Do better with your customer relationships. How ‘better’ is defined depends upon where you are now. I offer these examples for you to build upon.

Customer journey: Can a customer get everything they need to educate themselves, make a purchasing decision, place an order, pay, and get notifications for project progress and delivery without ever speaking to you? If not, do better.

Customer connection: Do your customers (who care about such things)

Doing more work with current customers is the simplest, fastest and most costeffective way to generate more revenue in 2023. Invest in customer education so that they are aware of all you can do to help them. Trust me, most of your customers don’t know everything you can do; they only know what they do with you.

There is just one main thing that businesses should be looking to in 2023, and that is people. We cannot survive without people. To attract workers, you may need to refresh your office, offer new shifts, or provide training programs and career opportunities that have a path from entry level to management and beyond.

In addition, you should invest in changing the perception of our industry whenever and wherever you can. Start with students and support graphic communications programs and technical schools. Or you could offer apprenticeships and sponsor career fairs. Make it your mission to make print COOL in the hearts and minds of everyone you meet.

I think 2023 is going to be a good year for print, and those invested in customer success. Print Media Centr will continue to provide printspiration to print and marketing professionals through education, events, Podcasts from the Printerverse, ProjectPeacock.TV and a host of community lifting initiatives. I have a few industry-first launches coming to further support the industry –stay tuned for that info!