Jonathan Pert speaks to a variety of marketing experts to discover how PSPs can effectively promote their businesses in an increasingly competitive market
In an increasingly competitive and digital ecosystem, print companies face a growing challenge to stand out from the crowd. Whether you’re a commercial printer, a packaging specialist, or an equipment supplier, a detailed marketing strategy is vitally important – one that blends modern and traditional approaches.
In this feature, we speak to a range of marketing experts from across the print world, exploring how professionals can leverage marketing strategies to promote their services with impact and precision.
Whether you saw its eye-catching exhibition stand at The Print Show 2024 or caught its announcement online about its acquisition of Simian (which was made complete with a cinematic video online of the founders flying propellor planes), it is clear that Print.com is aiming to make an impact with its branding.
The online print platform, which focuses on a client base of creative professionals, has made brand identity a core focus, with a range of tricks up its sleeves to make the company stand out and stay in people’s minds.
Chief among these methods is the company’s airline theme, which permeates everything from its branding to its uniforms and company titles. As Fiona Robinson, UK country captain for Print.com, explains: “Airlines call their loyal customers ‘frequent flyers’. At Print.com, our customers are frequently ordering flyers – so the pun practically writes itself.
“It punctuates everything we do. Our frequent flyers are warmly welcomed on board, our exhibition stands feature check-in desks and suitcases are packed with samples and products. Even our website is adorned with aircraft seats and playful nods to take off and destinations. We’ve even extended the concept to our job titles.”
The company’s Dutch heritage is also put to the forefront, for example with the company providing free stroopwafels at the exhibitions they attend. “Much like print,” Robinson explains, “it’s all about activating the senses. The aroma, the taste, the indulgence – it all leaves a lasting impression and makes our presence truly memorable.”
Some may think that such a strong focus on branding may take focus away from the ‘nitty gritty’ of the work being carried out on the ground, especially when working with limited resources. However, as Robinson asserts, this kind of coherent branding that establishes a unique character is of vital importance if you wish to stand out from the crowd, especially in the modern online world.
Robinson describes specific examples where this was demonstrated, saying: “I happened to reconnect with someone I first met at The Print Show last September. At first, he didn’t recognise me – but the moment I mentioned Print.com and the event, he lit up: “Oh yes, of course Fiona… Stroopwafels!” That small, sweet detail sparked the memory. He not only pointed me toward some valuable contacts I’d been searching for but also gave us a shoutout on social media.
“We also recently discovered that in-market search advertising in Google didn’t result in the expected ROI in one of the newest countries we were active in. We immediately shifted our budget to top funnel advertising meta, where we’re purely focused on branding. No promos, just plain storytelling. We’re still in the first month, but our ROI almost doubled.”
These elements can be fun and playful, as with the stroopwafels, but they must always align with the character and goals of the business. “It’s the voice you use, the personality you project, and ultimately, the way your company is perceived which shapes how your audience experiences and remembers you,” Robinson points out.
It’s the way your company is perceived which shapes how your audience experiences and remembers you
“At its core,” she continues, “a strong brand identity is rooted in a clear mission and well-defined values. These values should be deeply embedded in your team culture, reflected in every piece of communication, and serve as the foundation for how your brand presents itself to the world.”
This approach would seem to be paying off, with the company expanding to now have regional offices and production hubs in nine European countries, including the UK last year, having only launched in the Netherlands in 2018. It plans to expand further, with countries such as Sweden firmly set in the company’s sights.
Marco Aarnik, founder and chief executive officer (aka Captain) of Print.com sums up this alignment of brand identity and company goals with an appropriately airline-themed message, saying: “Just like embarking on a flight, we embrace the thrill of new journeys and the opportunity to empower stories that need to be told and shared. Our mission is to make the journey effortless and convenient, inspiring customers to elevate their brands.”
For Nathalia Tolesano, account director at AD Communications, the approach should differ from company to company. However, the key to impactful marketing is to employ consistent messaging across channels.
“Print service providers (PSPs), at heart, are creative people,” she says, “and with anything creative, seeing really is believing. So, from a marketing point of view, what you produce (your output) is your biggest marketing opportunity.
“You need to get that in-front of prospects so they can see things like the vibrancy of colour, the effects that are possible, the size and scale of what you can produce, the substrates that can be printed on, and the finishing options that are available.”
PSPs, at heart, are creative people – and with anything creative, seeing really is believing
AD Communications is a specialist marketing agency that has been active in the print industry for 40 years. In that time, as Tolesano comments: “We’ve seen countless examples of clients’ businesses positively impacted by integrated marketing and communications strategies, including through advertising and event support."
Tolesano notes that this ‘positive impact’ looks different depending on the marketing objectives of the company. Some may need brand awareness, others need to position themselves as thought leaders. In each case, the meaning of success will vary significantly. In any case, as she puts it –“it must always align to sales and the broader commercial objectives.”
Tolesano goes on to explain some strong examples she’s seen within the print world, saying: “The best marketing I’ve seen by PSPs, particularly on platforms like LinkedIn and Instagram, is where the output (i.e. the print) leads the message and inspires the audience by seeing what is truly possible.
“Think of things like the growing popularity of immersive experiences and physical spaces – print often is one the key things that makes these a ‘wow'.”
In her opinion, a range of elements are needed in a robust marketing plan such as eye-catching video content, or personalised direct mail designed with a focus on making an impact.
On the flip side, what she describes as “vanity metrics” and a “spray and pray” mentality should both be avoided, and you cannot simply add elements to your marketing approach without careful consideration of your audience and your desired impact.
“Worrying about how many likes and shares your social posts get can cause you to take your foot off the pedal and think that your efforts aren’t seeing results,” she explains. “Instead, look at the analytics ‘behind the scenes’ and the true audience engagement. Are your followers relevant? Are you actively engaging or are you simply broadcasting? Are you receiving feedback in sales conversations?”
This level of detail may seem daunting, especially for those running SMEs that require juggling various priorities to keep the business afloat. However, as Tolesano affirms, it is vitally important to carve out the time to think about marketing in order to increase the chances of future success.
Factoid: A report by Forbes from 2024 calculated that 73% of SMEs aren’t confident that their marketing strategy is contributing to their business goals
“With smaller businesses where owners must wear multiple hats, this discipline can become lost, but in my experience all businesses that go on to thrive have done the work to find their niche – how they’re uniquely positioned to solve challenges for their customers – and have put in the time and effort to get their marketing right.”
Her overall message is clear: “Marketing communications is a strategic business function that, leveraged right, can and will unlock opportunities.”
For Ruth Wilson, freelance PR consultant, a comprehensive marketing plan is particularly important during this transitional phase that the print industry is finding itself in, where an already crowded market diversifies and expands through the rise of new technologies. As she says: “It’s vital that print companies remain competitive, and a comprehensive marketing strategy will raise awareness of a business, maintain its positive reputation, and help drive sales.”
As with the example of Print.com, Wilson believes that marketing objectives should always serve the wider goals and character of the business. “The objectives will shape the messaging and help with the starting point for any marketing plan,” she explains, “which is to identify the audiences – existing and potential customers, investors, stockists, and employees.
“Once those audiences are confirmed, you can start to look at the different channels you can use to reach them. A business should have a clear brand message that can be communicated across different channels, such as traditional and social media, outdoor advertising, email marketing, and face-to-face.”
One of Wilson’s pieces of advice is for businesses to make their website user- and mobile-friendly, as well as investing in proper SEO. “It takes 50 milliseconds for someone to form an opinion about a company based on its online presence,” she stresses, “so style over function is meaningless.
It takes 50 milliseconds for someone to form an opinion about a company based on its online presence
“Ensure you include reviews of your business – 93% of consumers read an online review before buying – and link back to your website through digital and print PR, social media, email marketing, and above-the-line advertising. This way, the brand awareness is increased, the investment is maximised, and hopefully traffic will increase.”
Wilson has worked in B2B and consumer marketing for over 20 years, including for a number of print and packaging companies. In that time, she has seen countless examples of how marketing can help to build a reputation, engage with the right audiences, or lead to sales. This even includes, in a slightly meta moment, the positive impact of being included in a feature article for a trade magazine.
Wilson explains: “For example, a feature placed in a trade magazine led directly to a new client win. A product review in a national newspaper led to it selling out within hours. A strategic marketing programme with expansion as the goal led to a successful launch in North America. When marketing objectives are identified in line with wider business objectives, they can create strategic and effective campaigns that make massive impacts on that business and its journey.”
Live events are also highlighted by Wilson as an important part of marketing, allowing businesses to make authentic connections and build memorable relationships. “As well as providing the opportunity to meet potential clients,” she says, “they offer the platform to demonstrate products and services in real time and can lead to excellent data collection opportunities that can then be used in ongoing marketing.”
But she makes clear that attending an event alone is not enough and should never be treated in isolation. As she puts it: “Events have a wealth of PR opportunities around them that will maximise the investment before, during, and after the event itself. There will be press offices to engage with, media partners to target, filming and interview opportunities at the event, and a wealth of content that can be created for social media channels and websites.”
Established in 2014, Think B2B Marketing has become a partner to a number of major players in the print and packaging space including BOBST, Esko, and Parkside. For Think B2B’s managing director, Jo Stephenson, her message on marketing plans is clear and unequivocal: “It’s no longer optional.
“The days of printing being a legacy industry, surviving on word-of-mouth and referrals, are fading fast. The print sector is more sophisticated, more diversified, and more competitive than ever. Without a clear marketing plan, you’re invisible to new prospects and forgettable to existing ones.”
Stephenson posits that this plan does not need to be a 50-page deck and can instead be a simple roadmap outlining your goals for the next year. “But importantly,” she stresses, “it has to exist. If you’re not actively shaping how the market sees you, you’re leaving your reputation to chance.”
If you’re not actively shaping how the market sees you, you’re leaving your reputation to chance
The minimum requirements for this plan, in Stephenson’s view, are a clear value proposition defining what makes you different and relevant, as well as an audience definition, channel strategy, content plan, and measurement framework.
Stephenson explains these elements in more detail, saying: “Audience definition helps you focus on your best customer targets and what they care about. Channel strategy decides where you show up. The content plan maps what you’ll say and when.
“Finally, measurement closes the loop: are you building awareness, driving customer engagement or generating leads? If you're not measuring it, you're guessing, and if any of this is going to cost you money to implement, what return on marketing investment are you achieving?”
When working with new clients, Think B2B focuses on finding what it labels as the company’s ‘brand archetype’. Stephenson describes this concept, saying: “Your archetype is the lens through which your company speaks, acts, and connects with the market.
“Whether you’re a ‘caregiver’ brand that builds trust through reassurance, for example, or a ‘rebel’ that challenges the status quo, that identity should inform everything from tone of voice to campaign messaging.”
Once a brand identity is established, then content can be built with that identity in mind. But Stephenson points out a number of pitfalls that businesses fall into when creating and sharing this content. This includes scattershot marketing that is simply designed to boast about the company’s results. “Good marketing starts with empathy, not ego,” she says. “Customers don’t care how great your machinery is unless it solves a specific problem or pain point for them.”
Inconsistency is also something that can impact the effectiveness of promotional content in Stephenson’s view, particularly online. “A single flurry of posts doesn’t build a brand,” she explains. “Consistency beats intensity every time.”
A key part of Stephenson’s methodology is creating marketing output that isn’t simply focused on getting the most clicks or advertising core products but is of genuine value. As Stephenson deftly puts it: “Be ruthlessly useful.
“Whether it’s your company blog, communications to trade press, or on social media channels, post content that addresses market needs and solves the real problems your customers face. For example, how to hit innovation or recyclability targets, prep files for faster turnaround, or navigate new regulations. Education earns attention.”
