Print and promo go together like peanut butter and jelly. And there’s plenty of opportunity for distributors to incorporate things like signage, packaging and marketing collateral into promo campaigns.
In this episode of Promo Insiders, Counselor’s Theresa Hegel chats with Ashley Roberts, content director of Printing Impressions, about the biggest trends she’s seeing in printing and how distributors can take advantage of the convergence of print and promo.
“Something that I hear a lot from [print service providers] is that their customers want a one-stop shop,” Roberts says. “They want to go to one provider and have all of their needs met. And when you think of marketers and brands, it’s no longer just a print campaign or a promo campaign. It’s an entire experience.”
Think of unboxing videos for cool promo kits that include printed foldouts, printed packaging and a thoughtfully curated selection of promo items within, she adds.
Podcast Chapters
5:37: Major trends in commercial printing
10:41: Print on demand vs. web to print
13:45: Personalization, variable data printing and avoiding being creepy
17:34: Sustainability in printing
22:26: Opportunities for distributors in print
Key Takeaways
• Print and promotional products are increasingly converging as marketers seek integrated campaigns that combine packaging, signage, printed materials and promo items into a single brand experience.
• Customers increasingly expect a one-stop shop from providers instead of managing multiple vendors for print, promo and marketing materials.
• Print service providers are expanding into adjacent segments like packaging, wide-format and apparel to diversify services and meet broader customer needs.
• Digital printing is driving shorter runs and faster turnaround times, allowing companies to print smaller quantities more frequently instead of warehousing inventory.
• Automation, AI-assisted workflows and robotics are helping printers streamline estimating, quoting, proofing and manual production tasks.
• Web-to-print storefronts enable customers to order, customize and upload artwork online, making print-on-demand and personalized campaigns easier to manage.
• Sustainability efforts in printing include responsible paper sourcing, energy-efficient equipment, waste reduction and tools that quantify environmental savings for customers.
