How Technology is Reinventing Printing Franchises
Small businesses are getting a big assist from savvy printing franchises like PostNet
Technology is transforming the printing industry, hurting some printers and creating huge new opportunities for others that are nimble and responsive to the changing marketplace. Two main factors are driving the evolution: the growing dominance of digital printing within the industry, and growing demand for online marketing solutions.
Critically, both trends are making it easier for small and medium-sized businesses to execute sophisticated marketing strategies — putting them on a level playing field with much larger businesses and allowing them to compete and grow.
The PostNet printing franchise is growing thanks to its ability to embrace technology and deliver integrated marketing campaigns that use traditional print materials, direct mail, and online and mobile marketing.
Here’s a snapshot of the trends, and how PostNet is meeting business customers’ needs:
Digital printing: If you have a computer and a printer at home, you already understand a little about digital printing, which allows you to create documents directly from your computer. For decades, offset printing dominated business printing. Offset printing — which involves the creation of printing plates that are put onto rollers that transfer ink onto paper — can be extremely fast and inexpensive for large printing jobs, but the upfront cost of creating plates and setting up an old printing press can be prohibitively expensive for smaller jobs. For years, that fact created a big disadvantage for small businesses — offset printing simply looked better and more professional. That’s not true anymore. The quality of digital printing has soared while the prices have dropped, making digital printing more affordable for small businesses while also delivering professional-looking results. Small businesses are taking advantage of the new ability to create marketing materials that rival their Fortune 500 competitors. Smithers Pira, which has been studying the print industry since 1930, expects spending on digital printing to grow from $131.5 billion in 2013 to $187.7 billion by 2018.
PostNet offers its customers a wide range of digital printing solutions — whether they need signs and banners, brochures, reports, trade show displays, letterhead, catalogues, door hangers, a vehicle wrap, or just about anything else. PostNet also offers its customers something even more valuable: advice and expertise. We want to help them prioritize their marketing so they get the best bang for their buck. For instance, a restaurant may not need full color or high quality paper for its carryout menus — a simple black-and-white menu is likely to be effective, and the extra money can stay with the business owner or go toward other marketing channels.
Direct mail: PostNet offering shipping and logistics help — not just printing. In fact, PostNet received a Mail Innovations Award from the U.S. Postal Service in early 2013 for creating marketing solutions for small businesses through the creative use of the USPS’s Every Door Direct Mail program. PostNet actually began as a shipping business, so we use that expertise to target our customers’ marketing materials to specific neighborhoods, demographics or contact lists. By putting customers’ marketing materials directly in front of their target audience, we are able to keep small business customers engaged and keep the brands we serve top of mind as far as their customers are concerned.
Online marketing: PostNet also helps small businesses develop their online presence — building easily customizable websites and mobile sites that are built for e-commerce and include SEO, social media and email marketing tools. Today, it is critical for a small business to have a professional-looking and highly visible website — one that ranks well on search engines — in order to compete for business. A good website gives small businesses more credibility. A great website and mobile site will actually help generate sales. PostNet works to deliver great sites for our small business customers.
Considering a PostNet printing franchise?
To learn about the services PostNet offers its customers, as well as the company’s history of innovation, visit our research pages at www.postnet.wpengine.com. You can also read stories from our franchisees on the PostNet franchise blog. To learn even more, fill out a form to download our free franchise report.