Say What? A quick word with Gary Peeling

How has the opportunity for printing changed?

The cost of digital acquisition of customers has increased hugely. There are new ways and channels to attract customers. The result is that print is looking much better value than it did previously as the cost of digital marketing increases. Digital is no longer low cost with the result that print is looking better value than ever.

Where is the opportunity for the Precision Proco group?

Simply, the Creator Economy. Influencers that have built huge followings on Instagram and TikTok re able to produce branded merchandise or books to be printed on demand at a known cost. One cook who used to be in the US Navy did this, selling ten thousand books and was able to quit the Navy job and live off the revenue from the books. Using print on demand we can make it easier for them to do this without a need to invest in stock.

What is Smart Productisation?

This is a series of products where there is limited choice so that manufacturing can be done in batches: say A4 case bound books. A customer instead of paying £30-40 for a single copy, can now pay £12 for a single copy which is produced in a batch of 500 identical format books where just the content changes. It unlocks huge opportunities for using print.

What else is changing?

In the reseller space the movement towards and online version of the offline print-supplier relationship continues. Which means we are working hard to replace the direct relationship through a platform that has human involvement behind it. Customers are definitely looking to sub contract more of their work and to do so through a digital platform.