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Regardless of whether you were flying blind or felt well-positioned for the complications of 2020, one thing became abundantly clear—business strategies must be dynamic and able to navigate any bends in the road when things suddenly change. Commercial printers that take on an adaptive approach will be better equipped to refine the goals and tactics that can pull them forward. There has never been a better time to take a fresh look at your strategy and considerations. A revived strategy can enable PSPs to capture new opportunities and guard against outcomes that might create additional bumps in the road. As the industry begins to demonstrate positive and steady change, your strategy should start with an objective view of industry trends as well as some considerations to align your capabilities with the opportunities for strong and steady growth. At the beginning of each year, Keypoint Intelligence publishes its annual Road Map to help guide PSPs as they develop a strategy to navigate through the coming year. Click here to download the full report.

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Industry consolidation is a term that can mean different things to different people. The first and most obvious definition draws us toward the merger and acquisition (M&A) market. Many owners and influencers within the printing industry are baby boomers, with impending retirement on their minds along with all the challenges 2020 brought. As a result, 2021 will likely see increased consolidation among PSPs of all sizes.

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Keypoint Intelligence’s application forecast provides a view into the growth or decline for each segment in our industry. As was the case in previous years, physical and digital communications—and the way they are connected—take center stage. Savvy marketers recognize that a physical printed brochure, postcard, or catalog can cut through the clutter of emails, banner ads, and TV/radio commercials while serving to enhance the results of their online efforts. Due to ongoing advancements in digital print technology and the stalling effect of COVID-19, shorter runs are even more top of mind than they were before. Now is the time to sit down with your prospects and customers to demonstrate how digital print can offer the flexibility they likely need after a year like 2020.

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COVID-19 has caused an uptick in the volumes of digital-only communications like email and text messages. Even so, concerns about secure, safe, and authentic communications will carry into 2021. Keypoint Intelligence recently took a critical look at consumers and their channel preferences in its annual Transactional Communications research, and two very interesting phenomena were uncovered:

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Print—specifically offset print—has historically initiated the ability to offer CMYK+. This begs the question—did all print enhancements go away, or are they just misunderstood by today’s digital print buyers? An opportunity exists for PSPs to include customer education in their 2021 strategy. Those that educate and inform will be better positioned to capture the opportunities as digital print continues to encroach on traditionally offset printed offerings.