Most print companies can produce incredible work. You just wouldn’t know it from walking into many of their buildings.
When people enter your print business, they step into your world. They see the entryway, the lobby, the walls, the hallways, the production and employee areas, the breakroom, and yes, even the bathrooms. And too often, what they see is drab and outdated. It does not reflect what your company ‘claims’ it can produce.
Your print business should be your most powerful case study, in full view. Not a dated certificate wall or a sample rack tucked into a corner, but a living portfolio that surrounds people the moment they step onto your property, and through your door.
Many print businesses do showcase their work, but those samples often stay in place for years. Graphics fade, edges curl, and messaging becomes dated. What was once impressive fades into the background. Displays of your capabilities are a valuable asset, and what you choose to show off matters.
A potential customer sitting in a vibrant waiting area will start to see print possibilities they can explore. Someone dropping off a package or walking by may remember ‘that cool print shop’ and refer someone as a customer, or a candidate. You won’t know if you don’t put in the effort to find out.
Before you get started, consider taking it a step further and making your space interactive. Print is a digital bridge. Use it to connect and educate.
Read the rest of this story on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic partner.
