We all fixate on size at times. If you’re a smaller printer, it can be daunting to compete against bigger,
Smaller companies are often more nimble and can pivot quickly to innovate without having to navigate excess red tape and bureaucracy. Companies that serve local markets, for example, may find it easier to network and forge community ties that can turn into business. Smaller firms also have the advantage of lower overhead costs.
But if you find yourself facing bigger competitors, several strategies can help you flourish.
Find a niche that bigger shops can’t or won’t fill. Consider very short runs, quirky substrates like metal or fabric, calendars, photo books and other unique items, or customization. Finding your sweet spot takes a dedicated level of market analysis and understanding client needs. Printers have found success reproducing artwork on glass, turning photos into giclee prints, even selling flags online.
Take some time to identify your competitive advantages and how to best use them. Do you excel at quick turnarounds, offer a truly exceptional customer experience, operate rare, specialized equipment, enjoy lower cost structures, or offer expertise in certain industries?
Run an efficient shop. You might be surprised what a small shop can produce once the workflow is streamlined, repetitive tasks are automated, and costs are closely tracked. The entire operation can function in an integrated manner. These systems can also generate reams of data to help make informed, strategic-driven decisions for investing in the right technology. Data can identify buying behaviors, trends, track productivity metrics, monitor sales and expenses, and a host of other tasks.
These systems are not out of reach for smaller shops. Software vendors offer modular systems that automate and track every step from order intake to production, to online sales to shipping and payment. If you develop a good relationship with vendors, they will help you find the right systems for you.
Don’t neglect marketing and branding. Even smaller companies can create exceptional websites with clear messages and strong calls to action, develop interesting social media presence, and produce effective email marketing. Be clear about what you offer and why you’re different. Populate all your platforms with happy customer testimonials and create a brand that sets you apart. If budgets are
As an integral part of marketing, consider online advertising. Google and Facebook ads are not expensive and can broaden your reach. At the same time, if being part of the community is integral to your brand, advertise locally, including radio, newspapers, town billboards, and cultural and sport sponsorships.
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Do not ignore deep industry connections. Partner up with other printers and outsource items you can’t produce. Join user groups where you can discuss common experiences, challenges, and solutions. People like to share wisdom with their peers, especially if they’re not direct competitors.
You may not have the resources of big print firms, but you can learn from them. Trade shows, webinars, and industry events feature speakers from larger companies who share information. Don’t assume what they have to say doesn’t apply to you and remember they were once small companies, too.
At a trade show a few years ago, a rather large printer gave a presentation about how he sold his shop. He was transparent about his process and delivered a gold mine of information. Sadly, few people took the time to attend, and many missed out on a stellar course on selling a business. I am not suggesting you should sell your business, but this is a good example of a lost opportunity. When information is presented to you, take it.
Big may have its advantages, but success can be achieved at any size. With sustained effort and effective strategies, even smaller shops can punch above their weight.