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Print buyer survey finds new trends
Direct mail marketers using address validation software may want to consider taking a look at how their printer governs its color maintenance. A recent online survey of print trends found printers who do not focus on color management are less likely to be selected by print buyers.
The poll, conducted by Print Buyers International last December, noticed 60 percent of the respondents believe color management is extremely important to their direct mail campaigns. The survey asked 162 print buyers who were primarily in the senior-level about their print management budgets and preferences in print partners. However, having a certification in color management did not automatically mean printers would receive business, as 61 percent said they do not select their partners purely because they have the color management designation.
The data suggests a trend in printer investment in high-quality color is important but not the only factor for print buyer decision-makers. Printers that have an efficient print workflow structure and understand the operations of the business they are working with tend to have stronger client retention than those who do not.
Margie Dana of Print Buyers International believes sourcing trends are essential to growing the printing industry.
"I think some of the results will surprise printers," Dana said. "I want to conduct more surveys this year. Information about critical sourcing trends gets more important as the industry evolves."
Print customers may want to keep up to date on the latest printing trends, such as web-to-print and address verification, to maximize their printing investments and to help them select the right printer.
Businesses thinking about investing in a printer for their direct mail marketing initiatives can consider investigating the printer's workflow management and color certifications. Choosing the right partner can help companies drive sales and increase customer satisfaction.
