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Promotional Printing

Promotional print is often billed as an accessible market for the industry. With this in mind, Rob Fletcher asks: “What is it about this sector that makes it so popular for diversifying businesses?”

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Rob Goleniowski, head of sales UK and Ireland, Roland DG

Profit potential

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 right at their fingertips. They now expect a far more personalised experience, including the ability to purchase customisable goods.

As a result, the UK personalisation market is set to reach £1bn in 2021, providing lucrative opportunities for businesses that branch out to provide personalised goods. What’s more, many businesses can provide personalised items with existing equipment or with an additional, low-investment accessory.

The personalisation market is constantly evolving depending on buyers’ habits, so rather than targeting specific items, newcomers should start with a flexible approach. Businesses should always be prepared to try something different and think outside the box.

Many businesses can provide personalised items with existing equipment or with an additional, low-investment accessory

Our most popular personalisation solution is undoubtedly our 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.

For those short on space or looking for a more entry-level device, our 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.

Insatiable demand

Phil McMullin, sales manager for Pro Graphics, Epson UK

The increased demand for promotional goods has been driven by an insatiable demand from consumers and businesses for customised and personalised products.

For example, during 2020, sales of our Epson dye-sublimation printers, typically used for producing promotional goods, were double the previous year. 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. So, while lockdown accelerated the trend, we believe significant demand is here to stay.

When moving into the market or seeking to grow your business in the promotional print sector, the easiest way to win new business is to sell more to your existing customers. So that is the first place to look.

The easiest way to win new business is to sell more to your existing customers

For those companies moving into promotional printing this is great news and even better news is the low investment needed for first steps.

If your customers are not already buying promotional goods, then they should be.

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.

Epson digital print technology is designed to be essentially ‘push button’ operation. In other words, once it is set up and configured you can easily produce stunning print quality, time after time, with very little effort.

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