MARKETING AND COMMUNICATIONS In an increasingly competitive and digital ecosystem, print companies face a growing challenge to stand out from the crowd. Whether you’re a commercial printer, a packaging specialist, or an equipment supplier, a detailed marketing strategy is vitally important – one that blends modern and traditional approaches. In this feature, we speak to a range of marketing experts from across the print world, exploring how professionals can leverage marketing strategies to promote their services with impact and precision. Flying High Whether you saw its eye-catching exhibition stand at The Print Show 2024 or caught its announcement online about its acquisition of Simian (which was made complete with a cinematic video online of the founders flying propellor planes), it is clear that Print.com is aiming to make an impact with its branding. The online print platform, which focuses on a client base of creative professionals, has made brand identity a core focus, with a range of tricks up its sleeves to make the company stand out and stay in people’s minds. Chief among these methods is the company’s airline theme, which permeates everything from its branding to its uniforms and company titles. As Fiona Robinson, UK country captain for Print.com, explains: “Airlines call their loyal customers ‘frequent flyers’. At Print.com, our customers are frequently ordering flyers – so the pun practically writes itself. “It punctuates everything we do. Our frequent flyers are warmly welcomed on board, our exhibition stands feature check-in desks and suitcases are packed with samples and products. Even our website is adorned with aircraft seats and playful nods to take off and destinations. We’ve even extended the concept to our job titles.” The company’s Dutch heritage is also put to the forefront, for example with the company providing free stroopwafels at the exhibitions they attend. “Much like print,” Robinson explains, “it’s all about activating the senses. The aroma, the taste, the indulgence – it all leaves a lasting impression and makes our presence truly memorable.” Some may think that such a strong focus Jonathan Pert speaks to a variety of marketing experts to discover how PSPs can effectively promote their businesses in an increasingly competitive market THE IMPORTANCE OF MAKING A STRONG MARKETING STRATEGY 68 email: editor@printmonthly.co.uk July / August 2025 - Issue 355
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