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Why it Pays to Differentiate
What it means to be a printer is fundamentally changing. Take a look around and you’ll notice the marketplace has become incredibly crowded.
There’s competition from the sheer volume of media channels – mobile, social media, digital, radio, print, just to name a few – each of which is vying for your customers marketing dollars. Then there’s the endless number of marketing messages fighting for their attention.
And, of course, there’s also competition from other print providers – both local and online.
Falling into the commodity trap
What makes you different from, say, Joe’s Print Shop down the street? If you’re thinking excellent service, outstanding quality, and the best prices – then you’ve fallen into a commodity trap.
Everyone is touting those exact same things. As a result, you’ve lost your differentiated positioning. Now your customers view you the same as they view all other printers, forcing them to make decisions based on price. And a sprint to the bottom is not a race you want any part of.
Unsure how to differentiate yourself? Skeptical that it’s even possible? Keep reading.