Counting on Themselves

By Andrew Paparozzi
In February 10, 2012

Participants in the NAPL Quick and Small Commercial Printer Trend Report expect sales growth of 4.7%, on average, in 2012, well above last year’s 0.3% increase. Nearly 68.0% expect to grow, over half by at least 5.0% and over one-quarter by at least 10.0%.

They aren’t counting on the economy—they’re counting on themselves. Among their plans:

• Focus on the client. Particularly, understand what the client really needs and how those needs are changing. One owner describes his company’s most successful initiative as, “Our continued focus on responding to what our clients are asking for. Responding rapidly to the market—not moving into new areas and then selling our clients on the new thing that we offer.”

• Add skills and flexibility. Capitalize on the opportunity high unemployment creates to add talented, skilled personnel who wouldn’t be available otherwise, make “good replacement hires for not-so-good employees,” and increase staff flexibility through cross-training, the use of part-timers, and flexible schedules.

• Increase company image and visibility. Redesign the company website. Launch a social media campaign. Conduct client events, such as webinars and open houses.

• Add new services and technologies. Invest in speed, productivity, and management information because no one can afford to fall behind in those areas.

•  Address disappointments. If something isn’t working find out why. Don’t assume it will self-correct.

What will you do to make 2012 better than 2011? That’s not just the question for quick and small commercial printers. It’s the question for every company in our industry.

Percent Change in Sales: Expected 2012 and Estimated 2011

Figures are NAPL Quick and Small Commercial Printers Trends Report participants. 

 

 

2012

2011

Average

4.7%

0.3%

Increase

67.7%

43.1%

5% or more

56.9%

36.9%

10% or more

27.2%

25.4%

No Change

26.2%

20.0%

Decrease

6.2%

36.9%

5% or more

6.2%

32.3%

10% or more

4.6%

21.5%


Andrew Paparozzi

Epicomm's Andrew Paparozzi, Vice President/Chief Economist, is well-known for his accurate and thoughtful discussions on the economy and US commercial printing industry. A foremost author and speaker on economic business trends in the printing industry, Paparozzi heads Epicomm's Printing Economic Research Center.

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