With Christmas behind us it might seem an odd time to suggest a parlour game. The more so since any kind of party is currently impossible under lockdown restrictions. But let’s try anyway. For a starter, try describing what you do without mentioning the word ‘print’. And then explain what they mean to your customers and to the end consumer again without mentioning print.
Think instead of business process efficiency for those buying print and emotions for those receiving it. If the alternatives to print generate greater business efficiency and lower costs, the print option has a limited lifespan. Likewise if the end consumer is not engaged with print, that product will also have a limited lifespan. On the other hand some print products remain unbeatable: greetings cards for example, or books perhaps. And it is not a universal experience. While many business are using digital forms and on the spot laser printing, the three-part form remains an essential tool for business efficiency in some businesses, not least the NHS.
A couple of years ago, one print business described what it as ‘we help fishmongers sell fish’. It’s perhaps not a tremendous example: the freshness of the fish on the used marble slab is his best tool. But the shopper has to be encouraged to the shop first. And that might be through a printed flyer, suggesting fish recipes or with a coupon. It might be through a timely text message. It might be both. Either way it ought to come from one source, a business that used to describe itself as a printer.
Playing a game of print
With Christmas behind us it might seem an odd time to suggest a parlour game. The more so since any kind of party is currently impossible under lockdown restrictions. But let’s try anyway. For a starter, try describing what you do without mentioning the word ‘print’. And then explain what they mean to your customers and to the end consumer again without mentioning print.
Think instead of business process efficiency for those buying print and emotions for those receiving it. If the alternatives to print generate greater business efficiency and lower costs, the print option has a limited lifespan. Likewise if the end consumer is not engaged with print, that product will also have a limited lifespan. On the other hand some print products remain unbeatable: greetings cards for example, or books perhaps. And it is not a universal experience. While many business are using digital forms and on the spot laser printing, the three-part form remains an essential tool for business efficiency in some businesses, not least the NHS.
A couple of years ago, one print business described what it as ‘we help fishmongers sell fish’. It’s perhaps not a tremendous example: the freshness of the fish on the used marble slab is his best tool. But the shopper has to be encouraged to the shop first. And that might be through a printed flyer, suggesting fish recipes or with a coupon. It might be through a timely text message. It might be both. Either way it ought to come from one source, a business that used to describe itself as a printer.
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