The industry continues to evolve and
consumer needs are changing at a
record clip.”
Specializations Continue
to Expand
When it comes to securing a sales
advantage, a commercial print
business must fi rst decide what their
vision is, and what opportunities are
priorities based on that vision.
Commercial Printing Sales History
and Outlook
SALES
Year Percent Change
Volume
(Billions)
2017 1.5%-3.0% $83.5-85.1
2016 0.8%-1.2% $82.3-82.6
2015 1.80% $81.70
2014 2.40% $80.20
2013 0.80% $78.30
2012 0.90% $77.70
2011 -1.10% $77.00
Top Job Types Reported by Rank
Color Digital Printing/Copying 1
B/W Digital Printing/Copying 2
Prepress 3
Bindery/Finishing 4
Mailing Services
5
(Not Including Postage)
Four-Color Process 6
Wide-Format Inkjet Printing 7
Signage 8
Multi-Color Offset 9
One-Color Offset 10
Interactive/Web-Based Services 11
Brokered/Other 12
Production Inkjet Printing 13
“More and more we are becoming a
print advisory service to help direct our
clients to products that will best meet
their needs,” explained Duggal.
Customers oft en need professional
support on how to get “big wins” that
deliver a return on investment. Th ese
conversations provide opportunities to
rethink sales strategies by bringing
new ideas to the table.
“We continue to fi nd that layering
marketing services with print services
has big upside. Getting involved
at the strategic level and better understanding
our client’s business needs
and goals allows us to recommend
the appropriate marketing tactic,”
explained Th omas.
Harvard Business Review reports
that client loyalty is the single
most important driver of long-term
financial performance. According
to market research by Thomas O.
Jones and W. Earl Sasser, Jr., increasing
customer retention by even 5%
increases profitability by 25%-95%.
This year’s Top 100 are driving customer
loyalty by diversifying their
offerings to new and existing clients.
“Practice what you preach. Make sure
your own marketing is on point and you
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