We Print Lanyards states promotional print is a good market to expand into as it covers such a wide range of products
Promotional Perfection
The wide range of work on offer in the promotional print sector makes this market one of the most popular choices for businesses looking to expand their offering. From coffee mugs and pens, to bags, bottles and even face masks, promotional printing is big business and looks set to remain a growth market for some time to come.
However, with this amount of work comes a great deal of competition, with companies all battling to win the most valuable contracts. So, how can you gain an advantage and ensure you capture the work that will guarantee you a strong and steady income?
Significant demand
If you are going to make a success of yourself in promotional print, you need to make sure that you have a quality printer in place, and there is certainly no shortage of options when it comes to new hardware investments.
Phil McMullin, sales manager for Pro Graphics at Epson UK, says the manufacturer saw a big rise in demand for its dye-sublimation printers – typically used for producing promotional goods – in 2020, with sales double those of the previous year.
O Factoid: According to Epson, sales of its dye-sublimation printers – typically used for producing promotional goods – doubled year-on-yeaar in 2020 O
“The increased demand for promotional goods has been driven by an insatiable demand from consumers and businesses for customised and personalised products,” McMullin says, adding: “Now that lockdown is easing, and everyone can buy from a wider range of sources rather than just the internet we expect this to slow down a little but still remain buoyant.
The increased demand for promotional goods has been driven by an insatiable demand from consumers and businesses for customised and personalised products”
“So, whilst lockdown accelerated the trend, we believe significant demand is here to stay. For those companies moving into promotional printing this is great news and even better news is the low investment needed for first steps. For example, the SureColor SC-F100 small-format dye-sub printer retails for less than £400.”
Epson’s SureColor SC-F100 small-format dye-sub printer retails for less than £400
McMullin adds that Epson’s digital printing technology is designed to be essentially “push button” operation. In other words, once it is set up and configured, he says users can easily produce stunning print quality, time after time, with very little effort.
After ensuring you have the right printer in place, McMullin says the best, and easiest, place to start is to sell more to your existing customers.
“If they are not already buying promotional goods then they should be,” McMullin says, adding: “Put together some high quality mock-up samples to show your customers how they could be doing a better job in promoting their own business. Your existing customer should already be looking to you for all their branding requirements.”
Something different
Next, Rob Goleniowski, head of sales for the UK and Ireland at Roland DG, says the personalisation market has a lot of profit potential, particularly since the pandemic, as many consumers have begun to make more purchases online where everything is at their fingertips.
“They now expect a far more personalised experience, including the ability to purchase customisable goods,” Goleniowski comments, adding: “What’s more, many companies can provide personalised items with existing equipment or with an additional, low-investment accessory.
“Businesses should always be prepared to try something different and think outside the box.
The big winners in the personalisation market this year are those that have embraced digital technology like e-commerce, letting their businesses expand on a national or even global scale.”
So, how should businesses go about investing in a printer to secure work in this busy sector? Goleniowski says Roland DG’s most popular personalisation solution is its benchtop UV printers, the VersaUV LEF/LEF2 range.
“Although the initial investment may seem significant, these devices can generate a rapid return on investment, and they have been the making of hundreds of personalisation businesses worldwide due to their high-quality output and reliability,” he says.
Roland DG’s most popular personalisatiaon solution is its range of VersaUV LEF/LEF2 benchtop UV printers
For those short on space or looking for a more entry-level device, Goleniowski says that the MPX-95 can be used to mark metal items like keyrings and metal pens, which can then be sold with a substantial markup. Similarly, the GS-24 cutter or BN-20 printer/cutter can produce a whole catalogue of products from the corner of a workshop.
“What’s more, our machines come with support and training through direct contact with Roland DG experts and the Roland DG Academy,” Goleniowski says.
For newcomers to the market, Goleniowski also recommends they consider incorporating digital webshops such as Roland DG’s PersBiz to reach customers online and allow them to make customisation decisions from the comfort of their home.
Attractive investment
Moving away from print technology and looking more at the types of consumables used in the print process, TheMagicTouch offers a wide range of image transfer solutions. These allow users to produce full-colour imaging onto all sorts of products and applications, which Jim Nicol, UK managing director of TheMagicTouch, says opens up all sorts of opportunities.
“Growth sectors over recent years include the workwear market where all businesses large and small understand the benefit of staff and employees looking professional and branded,” Nicol says, adding: “Combining this with the vast range of marketable promotional and B2B (business to business) gift products makes TheMagicTouch a no risk solution and even more attractive as an investment.”
Nicol goes on to say the biggest technical advantage of digital image transfer is the ability to produce a one-off, with users able to easily target existing customer’s personalised products that capture their attention.
“Over the years we have proved that making that little bit of effort pays dividends in helping to engage with customers that ultimately could and will spend more revenue with you,” he says, adding: “A personalised polo shirt, notebook, mug, cap or more recently a facemask are always very well received.
TheMagicTouch says personalised products are always very well received
“The other factor to consider is this form of target marketing is tax deductible, so it is not only effective, but it also makes economic sense.
“TheMagicTouch can tailor exactly to the needs and expectations of those looking to add value and new revenue from their existing customers. We can assist in helping those to understand and implement, if needed, the power of CRM (customer relationship management) and data management.”
New business ideas
We have heard from manufacturers and suppliers, but what about companies that are already active and busy in the promotional print market? We Print Lanyards very much practices what it preaches, producing bespoke lanyards and ID cards for customers of all kinds.
Malcolm Humphreys, managing director of We Print Lanyards, says promotional print is a good market to move into as it covers a wide range of products, from cheap imported giveaways sold in their millions, to complex high-end printing onto innovative substrates.
“Often, the best new business ideas come through seeing a high-quality item and then thinking how it was produced, then seeing how you can use your existing equipment,” Humphreys says, adding: “For example, if you have a flat-bed UV printer, you could be printing onto Foamex. Once printed this could be die-cut into products for promotional use.”
Offering an example of how We Print Lanyards could help businesses with a venture into the promotional print market, he says as a manufacturer of bespoke printed lanyards and ID card products, partners could expand their sales with its products into businesses that hold conferences, annual general meetings, training sessions or similar events.
We Print Lanyards produces bespoke lanyards and ID cards for a wide range of clients
“This market has been very badly hit with coronavirus; however, this area is due for a revival over the coming months as normality returns,” Humphreys says.
Though there is a lot of competition to contend with in the promotional print market, by taking the right steps and planning your growth strategy carefully, there is certainly room for you to make your mark. Invest in quality and reliable print, ensure you are using the best consumables, and potentially partner with other companies to make sure you are making the most of the opportunities available.
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